Women value home, family issues most, study says

OAKBROOK TERRACE, IL: PR pros trying to target women should focus their messages on home- and family-related issues, according to a new study sponsored by JSH&A.

OAKBROOK TERRACE, IL: PR pros trying to target women should focus their messages on home- and family-related issues, according to a new study sponsored by JSH&A.

OAKBROOK TERRACE, IL: PR pros trying to target women should focus

their messages on home- and family-related issues, according to a new

study sponsored by JSH&A.



The agency, a 10-year-old, dollars 1.8 million integrated shop, works

mostly with consumer goods companies whose target market is women

between the ages of 25 and 54, according to JSH&A president Jonni

Hegenderfer. Acknowledging the difficulty of creating PR campaigns that

resonate with all members of such a broad audience, Hegenderfer decided

to sponsor research on women’s attitudes during different stages of

their lives. The telephone survey, conducted earlier this year by

Atlanta-based research firm What They Think, tapped 500 women in five

age brackets (20-29, 30-45, 46-55, 56-65 and 66-80) for their

opinions.



The survey ferreted out several key differences between the sexes.

’Women, from what we have seen, define themselves by the home - rather

than by their jobs, as men are more likely to do,’ Hegenderfer said.

That finding, she added, means that a PR campaign for JSH&A client Jim

Beam should stress messages of fine dining and entertainment rather than

dwelling on the prestige image of the brand - a message that more

commonly appeals to men.



While the survey determined that women value home and family above all

else, it also found that companies doing business with women should

emphasize their environmental efforts. Asked what impressed them about

companies, environmental awareness was cited by 90% of women aged 20 to

55, 85% of women aged 56 to 65 and 75% of women aged 66 to 80. These

figures mean that PR programs stressing a company’s environmental

responsibility can help develop consumer loyalty.



The survey also found that women between 20 and 29 - a group largely

ignored by financial companies in their PR and marketing efforts - are

very cognizant of financial issues. Women in that age group have greater

concern about their financial well-being than women in any other age

group, Hegenderfer noted, stressing that companies in the sector should

target younger women in hopes of gaining their brand loyalty as they

become older and have more money to invest.



Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in