2.
The Archetypes and Life Stages
The female economy is not a homogeneous market. You need to apply rules of segmentation. Our research identified six main archetypes, each with different wants and needs. Each represents a market opportunity. Women in all segments suffer time stress and are overburdened with tasks. The V curve of happiness means women are happiest in their early and later years. Companies must remember that they compete for scarce disposable income across categories. Consumption is elastic. Most women make difficult trade-offs between themselves and family members, and few women rank themselves first.
Every woman’s life tells a unique story. Yet, from the results of our survey, we find that women worldwide cluster into ...
