Many companies are run by men, who don’t have a thorough understanding of the ins and outs of the modern working women. They have not done the research to learn how women consume products. They have no personal experience of the pressures, a working mother and wife faces on a daily basis. And they have no idea, what it feels like to be patronised on a daily basis. A great example of this is the below story… A utility company calls the home phone number to offer us a better deal on electricity and telephone bills. Despite the fact that the utility bills are in both our names, the female cold caller insists that my wife puts her through to the “head of the house”. (www.outmarket.com). Women have more financial clout than ever before, so marketers better start getting used to it!