“Women are the future” is the closing line in author Bridget Brennan’s book, Why she buys: The New Strategy for Reaching the World’s Most Powerful Consumer. Why?
Brennan presents data and analysis on global household consumption and documents the buying decision-making power is consistently, and overwhelmingly, made or influenced by women. She then presents evidence on how women buying decisions differ from men's. Throughout the book are several case studies of companies that observe, research, track, and monitor patterns and behaviors of women buyers.