News

Otherhood: Rewriting the fairytale

BY DSN STAFF

Women today play a dynamic role in society, and brands and marketers — including those within the retail pharmacy space — are tirelessly working to earn her trust and loyalty, as she often makes most of the healthcare decisions for her family. While reaching “moms” is no doubt important, new research suggests that brands and marketers may be missing a tremendous opportunity among those women who are rewriting the fairy tale. 

Enter “Otherhood.”

“Otherhood” consists of women from many different backgrounds: she could be single and never married, living with a partner or a same-sex partner, married with no children, separated, divorced or widowed. No matter her circumstances, she accounts for 47% of women of childbearing age, and she has significant buying power.

Fascinated by the insights revealed in the book, “Otherhood,” by author Melanie Notkin, consumer PR and social media agency DeVries Global set out to partner with Notkin and take a closer look at these women through a recently released study called “Shades
of Otherhood.” 

The insights revealed in the study, conducted in late 2013 among 1,000 non-moms and 1,000 moms across the country, debunk the myths and stereotypes about this influential group of women and highlight opportunities to target their needs.

 

keyboard_arrow_downCOMMENTS

Leave a Reply

No comments found

TRENDING STORIES

Polls

Which area of the industry do you think Amazon’s entry would shake up the most?
News

NABP, ADIWG create educational video to combat Rx drug abuse

BY DSN STAFF

The National Association of Boards of Pharmacy and the Anti-Diversion Industry Working Group created an educational video for pharmacists to help better combat prescription drug abuse. The video, titled "Red Flags," was released at NABP's 110th Annual Meeting.

keyboard_arrow_downCOMMENTS

Leave a Reply

No comments found

TRENDING STORIES

Polls

Which area of the industry do you think Amazon’s entry would shake up the most?
News

Coca-Cola’s John Carroll discusses big trends in the beverage category

BY DSN STAFF

Beverages play an important role in today's drug stores, and the segment is only becoming more diverse as such offerings as sports drinks and enhanced waters increasingly hit the market, alongside ever-popular carbonated beverages. To shed light on some of the biggest trends sweeping the category and to help retailers better understand how to better leverage the power of shopping occasions, DSNTV recently interviewed John Carroll of Coca-Cola for its Executive Viewpoint video series.

 

keyboard_arrow_downCOMMENTS

Leave a Reply

No comments found

TRENDING STORIES

Polls

Which area of the industry do you think Amazon’s entry would shake up the most?