The Female Factor: Women At NBCU's Purchase Power

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As women make 85% of today's consumer purchases, insights on this valuable audience have never been more essential for marketers.

The economic landscape has changed dramatically in just the last decade through women's power to earn and spend. The Female Factor is a custom study commissioned by Women at NBCU in partnership with GfK Roper to understand this changing purchase power and the influence of women in the marketplace. A companion study to Maria Shriver's study, "The Shriver Report: A Women's Nation Changes Everything", The Female Factor has created a business conversation that emerged from the cultural conversation the Shriver's study ignited.

Today's women are much more active decision-makers in traditionally male categories. Companies that capture women's attention and speak to them in engaging and empowering ways will generate outstanding loyalty and returns. The Female Factor helps marketers reach the right women in ways that speak to them, energize them, and engage them.