How brands need to be targeting the 'power spender' woman of today

We spoke to Netmums and Channel Mum founder, Siobhan Freegard and broadcaster Kate Thornton about how brands need to be talking to all women; not just millennials.

Speaking at a Mindshare Huddle event, Freegard discussed the importance of influencer marketing through her newest video venture, Channel Mum (part-owned by ITV) that aims to target and support the next generation of mothers. 

By contrast however, Kate Thornton, founder,, an online smart shopping platform, targets a slightly older woman, who she believes brands should be communicating with more, because of her potential spending power. 

Thornton said: "She's a power spender; £464m a week she's spending online in the UK. She's the chief executive of the house and she might make other people in the house feel like they're making purchasing decisions, but ultimately, she signs them off.

"She's massively important, she's earning more than she's ever earned before and I think brands are having to wake up to the fact that you've got to start talking to this woman and stop kicking her out of the way as she's trying to put money in your tills; to talk to a 16-year-old. This woman is the woman who's got cash in her pockets and she's ready to spend."


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