I’m sure we’ve all seen the statistics that women control most of the purchasing decisions within a family . This is a major reason why so much of marketing and advertising is aimed at women. From the statistics I cited in last week’s essay it is also clear that women are the major beneficiaries of income sharing within the family, on top of being the majority recipients of social benefits. This all breaks down to the fact that women control much of the money within a family, not only their own income, but the income of their husband, or many other men within the society via taxation. This follows from the fact that any social redistribution of income program is largely a process to redistribute money from men to women. Thus, a woman will not only control her own income, as is frequently the case with men.
Any man who has ever lived with a modern western woman knows the distinction between “our money“, which is the income earned by the man, and “my money” meaning the income earned by the woman. Thus, at best the man controls his own income, subtracting the income he contributes to joint expenses. The woman on the other hand controls her own income and part of the man’s income, and in some modern western states also gets specific allowances from the state. If the woman decides that she is not happy and wants to kick the guy out, then the state will rapidly step in to be her daddy.
Therefore, a woman within a family at minimum controls income equal to that of her own, plus part of that of her husband. A single woman at minimum controls her own income, and a single woman with children controls her own income, plus the income received via the state. Thus, it follows that any marketer worth his or her salt will seek to appeal to women. Continue reading