Why is gender important? Smart Design’s internal group called The Femme Den explores gender differences, including the increasing buying power of women, to develop design insights that lay the groundwork for an explosive business opportunity in the consumer products industry.

Over the past 100 years women have evolved from powerless to powerful. Today’s women have tremendous clout. In a recent study conducted by Growth Strategies, American women were found to buy or influence the purchase of 80% of consumer and business goods and services.

Social and cultural evolution has blurred the boundaries between gender roles. The New York Times reports that in 2005, for the first time ever there were more American women living without a spouse than with one. As a result, today’s women often engage in traditionally male tasks; they purchase homes, mow the lawn, and set up computers to name just a few. As they take on new roles women frequently must adapt to products that were not designed with them in mind. Women have changed a great deal, but products and services have failed to keep up.

More and more companies are recognizing the potential opportunity to connect with women. Few are succeeding. Smart Design has spent significant time understanding these issues. The Femme Den is dedicated to exploring the unmet needs of women through the use of design.

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