That means urging them to set a little — or a lot — aside for that special child in their life.
Wright said. She hopes she might have better luck at the second conference, to be held in Octoberalso in Cleveland.
Daily Business Briefing. Updated Aug. If two women are sitting on the couch chatting about, say, yogurt or a smartphone, who knows, or even cares, if they have children?
Not surprisingly, it may be women like Ms. Braverman who will start pushing from the inside to include childless women. Wright, who is 60 and married and does not have children, ran the first NotMom summit meeting last year in Cleveland, where she lives.
A report by Ms. Notkin and DeVries Global, a public relations and marketing company, noted that women without children spend on average twice as much on beauty- and hair-related products a month than their counterparts with children do; they also spend 60 percent more days abroad.
An ad featuring a woman without may not mean much — or even be noticed — by the broader population, Ms. After all, this is a population that spends money. Women who are childless. Notkin said.
According to census figuresmore women in the United States are childless than at any other time since the government began keeping track in Nearly half of women — And The s are growing internationally as well. Those who are single and childless are perceived differently from couples without children.
Maria Bailey, chief executive of the marketing firm BSM Media and an author of books about marketing to mothers, estimates that about 60 percent of all women shown in commercials are moms; with certain products, like toys, the percentage is much higher. It has offered similar packages at some of its other hotels. It found that nearly six in 10 Canadian women without children said they had a close relationship with a niece or nephew, or child of a friend.
Another issue is how to portray the concept of being childless. Or even the NotMoms.
One issue is simple inertia — for years advertisers have followed research that says the mother is the main household purchaser. Companies are discovering that it can pay to dip into the child-free pond.
There have been some successful campaigns aimed at this group. Or as they also call themselves, the child-free.