According to Melanie Notkin, CEO of SavvyAuntie.com,
advertisers have no idea how to talk to single women. "America seems to talk to all grown-ups as we're part of an intimate family of a mom, a dad and kids."
Stephanie Holland, executive creative director at Holland and Holland Advertising, says that most advertising aimed at the consumers who control 80% of household spending in the U.S. takes a misguided "one size fits all" approach. That's because most of the decision makers are men who "have a difficult time distinguishing even among moms, much less coming in and understanding the single female."
advertisement
advertisement