Female Perspective

Women currently represent 51% of world population and decide 80% of purchases, either directly or indirectly.

In Argentina women occupy 40% of work posts and are taking over activities traditionally occupied by men. There are already dozens of women in car assembly lines. Yes, car assembling.

They represent 62% of graduates of the University of Buenos Aires.
And they belong to 29% of homes in Latin America that are supported and cared for by a woman.

This new paradigm requires that brands develop a new thinking pattern and a new set of tools if they want to continue being heard.

In addition, women say they are not satisfied with or represented by the communications aimed at them, anchored in stereotyped women who do not really exist.

Source: Study of ABC1 women – Buenos Aires – The Gender Group.