What demographic group outspends and controls the majority of consumer spending? Let's have a multiple choice: a) Gen X; b) Gen Y; or c) The all-too-oft-mentioned "highly coveted target of men aged 18-24?"
Answer: None of the above. The spending engine that drives the U.S. economy—and economies the world over for that matter—is women. As Chief Purchasing Officers for the substantial majority of U.S. households, women make about 83% of consumer spending decisions; and consumer spending accounts for two-thirds of the GDP in this country. No matter what marketers are selling, be it potato chips or computer chips, chances are it's women who are the ones deciding which to buy.
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