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What Women Want: The Global Market Turns Female Friendly
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What Women Want: The Global Market Turns Female Friendly [Bargain Price] [Hardcover]

Paco Underhill
3.5 out of 5 stars  See all reviews (28 customer reviews)

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Editorial Reviews

From Booklist

Despite continued pay inequities, in 2005 young women under 30 earned more than men for the first time in U.S. history, signaling greater influence in the consumer market. Underhill, founder of Envirosell, Inc., marketer to major retailers, draws on market research and personal observations to detail the ways that women are influencing design, marketing, and service in industries from car manufacturing to architecture to banking. What do women want? Cleanliness, control, safety, and consideration. Women are behind the growth in the health-food industry, new urbanist communities that offer the geographic closeness of cities and the safety of suburbia, and contemporary kitchens with open plans and appliances geared toward convenience. Underhill notes that trends continue to favor the influence of women with the reduction of the manufacturing sector that needs muscle, greater control over women’s reproductive lives, and an education system that suits girls more than boys. Underhill offers good insights, though his tone seems a bit off sometimes, and female readers are likely to wonder how the same material might have yielded different insights from a woman writer. --Vanessa Bush


“With wit, razor-sharp analysis and a better understanding of what women want than most of us have – or at least realize we have. It will make female consumers think differently about their shopping and, hopefully, encourage stores to sell a whole lot differently.”

—Jayne O’Donnell, retail and consumer reporter, USA Today

"Underhill makes these fascinating details even more fun to read with a conversational, sometimes comic tone."

St Louis Post Dispatch

“What Do Women Want? A man who gets it. Meet the wise, witty and only occasionally geeky Paco Underhill, who explained to me why I prefer curved shower curtains.”

—Christine Lehner, author of Absent a Miracle and What to Wear to See the Pope.

“What Women Want is not just a great marketing book, it is an astounding study of the socio-economic forces of the last fifty years. Paco Underhill blends social history with scientific data in a sensitive volume that is a must-read for anyone who wants to sell anything. Period.”—Susy Korb, Brand Strategist, Harry Winston

"Underhill shows himself to be both an amiable and a knowledgeable guide to the shifting retail landscape."

Wall Street Journal

About the Author

Paco Underhill is the founder and CEO of Envirosell, Inc. His clients include Microsoft, McDonald's, adidas, and Estee Lauder. He is a regular contributor to The Wall Street Journal and The New York Times. He lives in New York City.
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