Insights from Double Denim's Gender Intelligence Report 2017.

Double Denim is the only agency to have undertaken pioneering research on the female economy in New Zealand. We have deep insights into what women want and need.

We pay extra-special attention to women, applying an intersectional lens to everything we do, making adjustments along the way to stay ahead in the market.

This empowers diversity and inclusion and is a proven transformational business tool.

Simple in principle, radical in practise.

When we discovered there is little comprehensive, up-to-date data on the economic and emotional states of women in New Zealand we decided to undertake the research ourselves. We worked with award-winning insights consultancy The Navigators to create a comprehensive data set on the current state of females in New Zealand, including a segmentation with a focus on the value of the female economy.

The methodology of the resulting Double Denim Gender Intelligence Insights Report (2017) uses manual grouping, segmentation analyses and macro segmentation to provide a useful set of insights that we use in our work with businesses and organisations.

These insights help us to solve problems and harness unmet opportunities in the female economy while working to make gender equality a reality.

We co-design a strategy with you to deliver high growth, build teams and improve staff retention.

It’s huge

An estimated 80% of daily consumer decisions are made or influenced by women (for products for both men and women).

80% is not a niche. It means $28 trillion of the world’s $35 trillion consumer economy is in the hands of women. That’s probably enough of a reason to stop right there.

It’s growing

The female economy is hands down the world’s largest growth market. The Boston Consulting Group’s Global Inquiry into Women and Consumerism predicts global incomes of women will hit US$18 trillion by 2018. That’s up from US$13 trillion in 2009 – twice as much as the predicted growth of China and India combined over the same period. One of the largest areas for income growth for women comes in the form of equal pay. The McKinsey Global Institute reported that if women around the world received pay parity, it would add US$12 trillion to the global economy.

This translates to a higher-educated, increasingly powerful, fast-growing segment of the economy.

It’s influential

Women drive 80% of all consumer purchasing through a combination of buying power and influence.

Women hold a multiplier effect. As dominant primary caregivers for children and the elderly all around the world, women buy for themselves, but also for the people they live with, as well as extended family and friends. Win her and you’ll win them all.

When women find a brand that meets their needs they can become evangelical in their appreciation. Research shows women are more active on social media and more likely to post, comment and share about their favourite brands.

It’s commonsense

Untapped sales to women are literally worth trillions of dollars but 91% of women say that marketers do not understand them. Our research shows that New Zealand women feel undervalued in the marketplace, underestimated at work and underserved by marketing messaging.

There is a huge opportunity for goods and services to work harder to build them solutions. Too much marketing is created ‘at women’ not ‘for women’.