The 80% Minority

Not a Contradiction in Terms

Women control 80% of the consumer dollars spent in North America. But a groundbreaking Canadian consumer study shows a huge gulf exists between the way women feel they ought to be treated by businesses and the way they are treated.

With her trademark wry wit and observation, Joanne Thomas Yaccato explains the reality of women's consumer DNA. Through The 80% Minority, she provides a critically important “gender lens” that companies need to develop in order to create authentic products, services and business strategies that fully engage the attention and loyalty of women consumers.

Both small and large companies are used as a backdrop to illustrate the full spectrum of approaches to better meeting the needs of women consumers. All of these companies share one thing in common: they have established meaningful and long-term relationships with women and, as a result, have propelled their businesses to new heights.