I was honored to be interviewed by Ashley Milne-Tyte for a story on American Public Radio’s™ Market Place® radio show. Kai Ryssdal: The Census Bureau says women control something like 80 percent of all the household spending in this country. STEPHANIE HOLLAND: Men have a difficult time distinguishing even among moms, much less coming in and understanding the single female.
HOLLAND: An understanding of where you are in life as well as tons of other people as single women, and making you feel good about it.
Stephanie Holland is President and Executive Creative Director for Holland + Holland Advertising, Birmingham, Alabama. We can discuss the challenges you are having reaching the female market or simply brainstorm about your future ventures. Retailers and marketers being fairly quick on the uptake, they have geared a healthy proportion of the ads we all see to women.


She says advertisers want to pitch their products to a broad audience without offending anyone.
I think they want to reach as many women as possible with the amount of money that they have.
A young woman, fresh from a first date, is picked up by a friend who whisks her away in a bright red Chevy Malibu. Working in an industry that is dominated by men, she is one of only 3% of the female creative directors in the country. As the pressure to shape our lives around traditional social roles decreases, marketers will need to cater messaging to a diverse array of niche audiences. I felt a little glow of pleasure at the thought of that woman happily laying tiles and spreading grout.
Given how many single women there are, I wondered why so few ads are aimed at us — 44 percent of women over 18 are single, 2 percent more than 10 years ago.


She says instead of going for one-size-fits-all, advertisers need to target different types of women or they’re wasting their money.
Stephanie works mostly with male advertisers, helping them successfully market to women. Unless, of course, they are cat food commercials, which seem to be almost entirely the province of the single woman.
Engaging the single woman is completely different than engaging moms or even married women without children.



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