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All About Women: What Women Want, Buy, Need and Lack

Article-All About Women: What Women Want, Buy, Need and Lack

The modern woman is juggling her roles as a leader, mom, wife, consumer, breadwinner and self-caretaker. In fact, nearly half of all U.S. women are now the primary breadwinner or are on par financially with their significant other; however, advertisers, despite their understanding of her economic and familial status, continue to miss the mark when marketing to women. More than 90 percent of women feel advertisers don't understand them. An even bigger barricade exists between mothers and access to quality health care. So what are marketers, nonprofits and business doing to reach women wherever they're at? Takeaways include: *Go "beyond pink" and understand what women really want *Shared value and medical technology are saving women's lives *How food fortification is helping mothers around the world

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