Women have earned it, they are more empowered to use it, and have become the “family purchasing officer.” Also, the female consumer “thinks big,” says author Michael Silverstein in a special BusinessWeek article.

Silverstein recently spoke with BusinessWeek Online reporter Pallavi Gogoi about why and how the female consumer is changing the world of products and marketing.

He answers these questions:

• Who are these women?
• Why is she important?
• Hasn’t she always been the chief purchasing officer of the family?
• What are the major trends she is responsible for?
• Is she into home improvement in a big way?
• Do women really buy more home electronics than men?

Women’s increasing buying and decision-making power is the driving force behind many of today’s big retail trends, says Michael Silverstein. Check out Silverstein’s answers to the above questions by reading more.

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Stephanie Holland is President and Executive Creative Director for Holland + Holland Advertising, Birmingham, Alabama. Working in an industry that is dominated by men, she is one of only 3% of the female creative directors in the country. Stephanie works mostly with male advertisers, helping them successfully market to women. Subscribe to She-conomy by Email

Filed under: Marketing to Women