Women make 89% of decisions, yet they feel ignored

This means that nine times out of ten, a woman decides what the family chooses, what they buy or which brand they support – despite this, most brand communications are still excessively masculine or based on simplistic stereotypes.

Female dominance in Hungary exceeds the global average

The 89% Hungarian rate measured by B2W exceeds the 85.7% average for both developed and developing countries. This shows that in Hungary, female customers play a particularly strong decision-making role – which is a strategic challenge for brands and an opportunity for those who understand the workings of female logic.

“This is not just a gender issue, but a market reality: if 89% of customers are women, then all products and communications are subject to female decision-making logic. 65% prefer personal shopping, while 35% prefer to spend on websites and applications.”
– said Éva Pálfi, women’s marketing expert, president of the Women’s Marketing Section of the Hungarian Marketing Association, founder of B2W.

Generation differences in women’s shopping habits

Different generations – also due to their life situations – trust brands differently and make different decisions. Young adults’ purchases are mostly driven by impulse and experience – for them, it is not just the product that matters, but also what they experience while making a purchase and how they can connect with their environment and community.
Women over 40 are much more conscious shoppers – mature decision-makers who not only pay attention to their own needs, but also take responsibility for their family’s well-being and long-term security.
However, there is a common, strong thread that connects all generations of women: the desire for security. Women instinctively look for authentic, reliable brands that they can truly trust – but once they are disappointed, that trust is lost forever and never returned.

“Female consumers are not all the same, but they all have in common that they seek a connection with the brand. Those who do not understand the difference between generations will lose not only sales, but also future loyalty.”
– said Éva Pálfi.

Real women do not want to dominate!

Many people misinterpret the concept of a strong woman, thinking that women desire masculine roles, when the situation is completely different. 68% of singles are women, many are raising children alone, so they have to find solutions to everyday challenges themselves, both at work and in their private lives. Women are women first and foremost, and consumers only secondarily, so the old metaphor, “who wears the pants at home?” now shows a more nuanced picture. Women do desire tenderness and social relationships.

“The 21st century woman runs a household, raises children, builds a career, educates herself, does a lot of things at the same time, so she hardly has time for herself. Her desires and opportunities change every six months, they are in a constant state of transformation. Women are not men, and they do not feel comfortable in masculine roles. And today’s young people are tired of complaining, they do not want to bear the oppression of the millennial generation, since they have every opportunity to achieve their goals.

– added Éva Pálfi.

What is the B2W approach?

The B2W (Business to Woman) approach focuses on the psychology, life situations and value-based communication of female consumer decisions.
The goal is not simply to “sell to women”, but to build relationships with female logic and along female values ​​– with empathy, authenticity and with experience-based messaging.