Page 113 - HBR's 10 Must Reads on Strategic Marketing

SILVERSTEIN AND SAYRE

Fast-tracker Relationship focused
24% of population 16% of population
34% of earned income 13% of earned income
• Economic and educational elite • Content and optimistic
• Seeks adventure and learning • Isn’t pressed for time
Subsegments: • Has ample discretionary
• Striving for achievement – income
15% of population, 19% of • Focuses on experiences,
earned income; job and rec- not products
ognition are priorities Managing on her own
• Independent women – 9% 10% of population
of population, 15% of earned 9% of earned income
income; works the most; • Single again – divorced
prizes autonomy or widowed
Pressure cooker • Seeks ways to form
connections
22% of population Fulfilled empty nester
23% of earned income 15% of population
• Married with children 16% of earned income
• Feels ignored and stereotyped • Largely ignored by marketers
Subsegments: • Concerned about health
• Successful multitasker – 10% and aging gracefully
of population, 14% of earned • Focused on travel, exercise,
income; feels in control and leisure
• Struggling for stability – 12% Making ends meet
of population, 9% of earned 12% of population
income; constantly battles 5% of earned income
chaos
• No money for beauty or
exercise
• Majority lack college
education
• Seeks credit, value, and
small luxuries

powerful; they also reported lower levels of stress even if they
worked longer hours.
But even so, women are fundamentally dissatisfied with beauty
offerings, and the way the industry is evolving keeps them from
spending as much as they might. For one thing, there are too many
choices; it’s a male-dominated industry in which men make hit-or-
miss guesses about what women want, and products come and go
at a rapid pace. Women are passionate about the industry and well
represented in jobs at the entry level, but female employment drops

103