Understanding consumption behaviours – Are females the new economic powerhouse?

In the context of worldwide consumption patterns, females comprise 80% of the decision making behaviours and actions in a household.  If this is the case, then we are surely losing a large part of the market share and focus on this portion of the population as a whole.  Enter Jill Nykolitan, of Juniper Park.  Nykolitan understands this sector of society and the human motivators behind these actions better than most.  On March 25th, the creative and strategic force behind the irreverant advertising agency, Juniper Park is set to share her learnings and insights on the careful balance, depth of knowledge and strategic thinking that must be taken into account when marketing to the female.

I had the chance to hear Nykolitan at another industry event this year where she pointed to the fact that in business and in life being a female should never hurt you or hinder you.  There must be a neutrality to which you bring your ideas and focus in a business context in order to really understand the crux of of a decision.  With this understanding, Nykolitan has built her career on assessing and analyzing the triggers that are inherent to the female psyche and recognizes this demographic as an economic powerhouse.

If you’re interested in delving into to this layered and meaningful discussion, then join The Institute of Communication Agencies (ICA) and Ad Women of Toronto in the event: Marketing to the New Economic Powerhouse: Women on Thursday, March 25th 2010 at Toronto’s Drake Hotel, 1150 Queen Street West, from 5:00 – 7:30 PM.

For more on Jill Nykolitan:

In three years, Jill and her firm Juniper Park (www.juniperpark.com) have achieved unprecedented growth.  Recognized as a finalist for Agency of the Year by Marketing magazine in both 2008 and 2009, Jill was named to Ad Age’s 2009 Women to Watch list, and the company swept the 2010 CASSIES, winning the Grand Prix and two Golds.  Juniper Park is an agency that brings the disciplines of strategy, design and advertising together for its enviable North American client roster, which includes Frito Lay US, Quaker US, Virgin Mobile, Chicago Tribune, Astral Media and EOS.  Jill’s passion for creating brand platforms was cemented through her work at Kraft Foods as co-creator of Kraft’s award-winning CRM initiative, in addition to other brand management roles.  Jill is a graduate of Queen’s Business School.

Click here, for more information.