Marketing communications agency J. Walter Thompson Company (JWT) is investigating the changing attitudes of women as consumers.
The Female Tribes study spans nine countries and includes insights from 4,300 interviews with women aged 18-70, and research is still ongoing.
Women have been found to control up to two thirds of the global $18 trillion consumer spend, showing that the narrow lens advertisers can often view women through is becoming increasingly outdated and irrelevant.
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