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Leaning Forward: Marketing to American Women

May 3, 2013

Today there is a  heightened focus on women as consumers, as well as much debate around the political and social implications of women’s ability (and desire) to “have it all.”  Economic events of the past few years have also accelerated these trends – increased participation in the labor market, higher levels of educational attainment, and substantially more purchasing power in the marketplace.

In a recent presentation to the M2W: Marketing to Women conference, Kathy Sheehan tapped 40 years of Roper Reports® insights to reveal key trends in women’s attitudes toward work, family, and self. Here she offers three essential takeaways for marketers from those findings. 

Kathy Sheehan is Executive Vice President and General Manager of GfK’s Consumer Trends team. She can be reached at


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