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With 12,000 Trillions dollars expenditure per year (more than 8,000 million euros), women make 70% of the purchases in the whole world. This is the result of a study undertaken by The Boston Consulting Group (BCP) which surveyed more than 12,000 women from 22 countries in 2008. According to BCG, female consumer power is not going to stop, and in the next 5 years the volume of annual purchases in the female demographic will increase by up to 15,000 Trillions dollars (near ly 11,000 million euros) on the planet as a whole.

In view of these implacable figures, there is no doubt that feminizing the market is profitable. Women, in their role as consumers, are today's most important commercial opportunity. They are a majority when it comes to making decisions about what we should invest our money in. (It is no coincidence that the number of women joining the working world is increasing at the same pace). That is why companies are forced to face a new challenge. Are their product lines and the way they address the consumers effective? How can the female market be successfully segmented and how can they make this target group feel understood? Which emotions and tendencies make them take their final decisions?

Marketing, communication and branding managed by, and made for women will be the central topics in the international round table Rethink-her, which will take place on March 4th, 2010 in Barcelona. Together with the most prestigious experts in this area and under the tagline "Women decide", the Associació Empresarial de Publicitat has organized a day of debate about the key issues that really allow companies to reach the most influential target nowadays: women.

Gemma Cernuda Canelles, director of the event, which is in its fifth year, is convinced: ""We live in an age in which companies need to consider feminine marketing and planning in order to get better results. 90% of current advertising doesn't connect with women and that is why they need to readapt their strategies in order to feature on women’s mental map of purchase decisions, to be able to become women’s favourite brand and make women fans of their product. We must not forget that a woman recommends a product they like 27 times.

In short, Rethink-her is an unmissable opportunity for directors, marketing managers and business people in general, as well as for any company in the advertisement sector. Getting to know what and how women think and take advantage of their great power in the market is something that businesses cannot ignore.

Maria Leach