Marketing

Here Comes the 'She-Conomy'

Women will become a dominant force worldwide over the next decade.

September 11, 2011
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Three other key trend areas Intuit 2020 identifies:

1. The new consumer shapes the socially connected marketplace

The wide range of socially connected tools and services available around the world will transform communities and relationships, forcing people and businesses to adapt and operate in new and different ways.

For example, the role of nontraditional influencers, such as bloggers and social network contacts, will continue to expand as consumers increasingly turn to them to as a source for purchase decision information. Businesses will be forced to employ multiple, inter-connected approaches to reach new customers, most of which will reside on the Web.

2. New business models, new markets, new opportunities emerge

Subscribe to Credit Union MagazineEmerging markets, already an important growth factor in the post-recession global economy, will gain additional importance and power.

For example, a new “global middle class” will emerge with more disposable income, leading to increased opportunity for businesses around the world, big and small.

More than one billion new middle class consumers will be added to the global economic community, most of whom will be younger than their counterparts in industrialized nations with older demographics.

3. Technology becomes ubiquitous

Technology advances will change how consumers live their lives and perform everyday tasks. In addition, businesses will be transformed as a result of global growth of the Internet, high bandwidth cloud computing, advanced analytical tools, and mobile services.

For example, society will produce data at an unimaginable rate; harnessing its power will be a competitive differentiator globally, eliminating the concept of data overload. Statisticians and others who crunch and analyze data will be in short supply.

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Reach the Woman = Reach the Household

Mark Arnold
September 08, 2011 10:32 am
Women are already the dominant economic force in our society. In fact, they control the pocketbook in almost every household. Women make almost 80% of all the household buying decisions. If credit unions want to reach the household with financial services, they merely need to target women.


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Great article! Unfortunately, most employees don’t feel valued or appreciated by their supervisors or employers. In fact, research has shown that the predominant reason team members quit their jobs is because they don’t feel valued. This is in spite of the fact that employee recognition programs have proliferated in the workplace – over 90% of all organizations in the U.S. has some form of employee recognition activities in place. But most employee recognition programs are viewed with skepticism and cynicism – because they aren’t viewed as being genuine in their communication of appreciation. Getting the “employee of the month” award, receiving a certificate of recognition, or a “Way to go, team!” email just don’t get the job done. How do you communicate authentic appreciation? We have found people have different ways that they want to be shown appreciation, and if you don’t communicate in the language of appreciation important to them, you essentially “miss the mark”. Additionally, employees need to receive recognition more than once a year at their performance review. Otherwise, they view the praise as “going through the motions”. A third component of authentic appreciation is that the communication has to be about them personally – not the department, not their group, but something they did. Finally, they have to believe that you mean what you say. How you treat them has to match the words you use. If you are not sure how your team members want to be shown appreciation, the Motivating By Appreciation Inventory (www.appreciationatwork.com/assess) will identify the language of appreciation and specific actions preferred by each employee. You then can create a group profile for your team, so everyone knows how to encourage one another. Remember, employees want to know that they are valued for what they contribute to the success of the organization. And communicating authentic appreciation in the ways they desire it can make the difference between keeping your quality team members or having a negative work environment that everyone wants to leave. Paul White, Ph.D., is the co-author of The 5 Languages of Appreciation in the Workplace with Dr. Gary Chapman.

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