Can One Female-Focused Website Impact Your Company? (You May Be Surprised)

I wrote an earlier post about the Big Green Purse Website and their One In A Million challenge where they’re asking a million women to intentionally shift at least $1000 of their existing budgets to environmentally-friendly products to create a noticeable ONE BILLION DOLLAR IMPACT in the marketplace.

I started thinking of all the industries a move like this will effect. Not just from this one challenge, but because sites like this one are multiplying like crazy. And they’re all changing the way women spend—from food, clothing and home keeping to appliances, electronics and transportation. Women are nurturers by nature so they inherently want to protect their planet. But their REAL motivation, the one that is turning an ideal aspiration into action is their ability to protect their families – one purchase at a time.

The site encourages that women choose one commodity and shift all $1,000 in that direction to make the biggest splash. They even provide a list of the most important options (and ones that should be readily available on a local level as well as on-line) these include:

• Organic, locally grown food (reduce pesticides)
• Phthalate-free cosmetics (protect your health)
• Fuel-efficient car (save energy, clear the air)
• Fair trade, shade grown coffee (protect rainforests)
• Non-toxic cleansers (protect your health, reduce toxins)

Here are a few more that come to my mind:

• Builders who build green or at least greener
• Cleaning services that use earth-friendly, non-toxic cleaning products
• Clothing boutiques that carry organically made and/or fair-trade clothing items as part of their overall selection
• Restaurants that offer organic dishes

Just think, as more and more women get in the habit of shifting their spending to options such as these (note: it’s already happening), it is likely to change they way they spend EVERY dollar in their budget. And that will cause an impact of far more than their initial $1,000 pledge. Women spend $.85 of every dollar spent in the U.S. How will this change the way they see your company?



Stephanie Holland is President and Executive Creative Director for Holland + Holland Advertising, Birmingham, Alabama. Working in an industry that is dominated by men, she is one of only 3% of the female creative directors in the country. Stephanie works mostly with male advertisers, helping them successfully market to women. Subscribe to She-conomy by Email

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