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KizashiPedia [3]"Wife Leads, Husband Follows Marketing"
"Wife-led, Husband-followed Marketing" refers to...
Refers to husbands aligning their consumption with their wives' actions. Against the backdrop of more women interacting with their parents like friends (e.g., mother-daughter friendships) and an increase in active baby boomer women, wives now hold the reins of household spending. Products, markets, and communications that resonate with these wives will become increasingly important.
As more women enter the workforce, disposable income they can control at their discretion is increasing.
Opportunities exist in communication from the wife's perspective for products consumed as a couple or targeted at husbands.
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KizashiPedia
Dentsu Inc.
DENTSU SOKEN INC.'s "Dictionary" introduces "new words" capturing signs of change in consumers and society from a unique perspective. It also analyzes the focus points of these signs and their potential developments. Read for insights, discuss for conversation topics...
