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Women Want More: How to Capture Your Share of the World's Largest, Fastest-Growing Market Hardcover – September 8, 2009

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Women Want More: How to Capture Your Share of the World's Largest, Fastest-Growing Market + Don't Think Pink: What Really Makes Women Buy -- and How to Increase Your Share of This Crucial Market + Why She Buys: The New Strategy for Reaching the World's Most Powerful Consumers
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Editorial Reviews

From Publishers Weekly

An exhaustive analysis of the 2008 Boston Consultive Group Global Inquiry into Women and Consumerism, which surveyed 12,000 women from all walks of life about their spending habits. In painstaking detail, and employing every available scrap of corporate history, the authors describe how to reach the group which controls the spending in most categories of consumer goods, but who are sometimes misunderstood by the companies that seek to serve them. Through many examples of the women interviewed for the survey, we see pictures of the modern woman globe-wide—struggling between roles of caregiver, wife, and mother, stressed out, saddled with men who don't help with the housework, pressed for time, over-concerned with expensive beauty products, frustrated with condescending financial advisors and determined to do good with their dollars. The scope of the survey itself is interesting, but the repetitive detail makes the book more useful as a doorstop than a business guide, and there's a disconcerting bemused tone to the analysis—as if the authors were observing exotic zoo animals rather than a powerful consumer group. Others have done it better—and far more succinctly. (Sept.)
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.


“Truly inspirational. A great book. We’ve only just begun to scratch the surface of this opportunity.” (Indra K. Nooyi, Chief Executive Officer and Director, PepsiCo Inc.)

“A must read for consumer-oriented companies of every size, shape and persuasion. Women Want More presents the most compelling consumer marketing proposition of our time with powerful insights anchored in thoughtful research.” (Douglas Conant, President and Chief Executive Officer, Campbell Soup Company)

“Women Want More is a call to recognition and response. How can you not focus on an emerging $5 trillion in real income growth for women?” (Les Wexner, Founder, Chairman and CEO of Limited Brands)

“Women Want More is a fresh and insightful analysis of how women’s increasing roles and ever-growing buying power are impacting the marketplace.” (Leonard Lauder, Chairman Emeritus of The Estée Lauder Companies, Inc.)

“Women Want More tells the incredible story how companies can capture the emerging $5 trillion in real income growth for women, who feel undervalued in the marketplace; underestimated in the work place and underappreciated in the social arena.” (Michael Gould, Chairman and CEO, Bloomingdale's)

“Women Want More makes the case for the role of women in moving markets. For consumer companies, it’s an essential resource.” (Irene B. Rosenfeld, Chairman and Chief Executive Officer, Kraft Foods)

“In this essential book, Silverstein and Sayre capture the revolution taking place worldwide: women consumers who demand options, who require personal attention, and who will ultimately determine which companies make it to the next round. Authenticity rules and wise marketers will understand that. Highly recommended.” (John Zogby, President/CEO of Zogby International and author of The Way We'll Be: The Zogby Report on the Transformation of the American Dream)

“The most helpful findings reveal how many women are currently dissatisfied with the financial, health care, banking, and technological services that they receive. . . . [The book] offers unique insights [and] . . . should be considered for those seeking to freshen up their customer service collections.” (Library Journal)

“Few books offer as many insights as Women Want More….[I]t shines a bright light on the pressures and opportunities the world’s one billion working women face every day.” (Marketing Daily)

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Product Details

  • Hardcover: 336 pages
  • Publisher: HarperBusiness (September 8, 2009)
  • Language: English
  • ISBN-10: 0061776416
  • ISBN-13: 978-0061776410
  • Product Dimensions: 6 x 1.1 x 9 inches
  • Shipping Weight: 1 pounds (View shipping rates and policies)
  • Average Customer Review: 4.5 out of 5 stars  See all reviews (14 customer reviews)
  • Amazon Best Sellers Rank: #307,536 in Books (See Top 100 in Books)

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More About the Author

Michael J. Silverstein is a leader of The Boston Consulting Group's global Consumer practice. He specializes in helping the senior leadership of large multinationals transform their companies through superior consumer insight, accelerated organic growth, and M&A. His clients include some of the world's largest and most prominent consumer goods companies and retailers. He is a frequently cited expert on consumer buying behavior, retail and packaged goods innovation, and market development.

Silverstein is also one of BCG's most prolific authors. His latest book, The $10 Trillion Prize, is the story of how rising affluence among Chinese and Indian consumers will create a vast new market and intensify global competition. This growth will produce new business opportunities but also increased volatility in the world of commodities. His earlier groundbreaking research with 20,000+ women in 21 countries led to the 2009 book Women Want More about the rising female economy. Before that, Silverstein's research focused on "new luxury" goods and discount products, leading to two books: Trading Up (2003), a Businessweek best seller and Berry AMA Prize winner, and Treasure Hunt (2006). Each book tells the story of consumers' needs, dissatisfactions, hopes, and dreams.

In addition, Michael is the author of two Harvard Business Review articles and more than 30 BCG publications. He has been interviewed often on the national TV programs of CNBC, ABC, CBS, NBC, and Fox News. He also has been quoted extensively in leading publications such as The Wall Street Journal, The New York Times, The Times of London, the Financial Times, The Economist, The New Yorker, Time, Newsweek, and The Washington Post, among many others.

During his 32 years at BCG, Silverstein has served as a member of the firm's Executive Committee and as global leader of its Consumer practice and Client Service Initiative. Prior to joining BCG in 1980, he worked at United Press International as a reporter and later in new product development. He holds an MBA with honors from Harvard University and a BA in economics and history from Brown University.

Customer Reviews

Most Helpful Customer Reviews

15 of 15 people found the following review helpful By Drea Knufken on December 20, 2009
Format: Hardcover
In 2008, the Boston Consulting Group ran a lifestyle survey of 12,000 women in 22 countries. Their survey findings inform the conclusions in Women Want More, a book that details the burgeoning women's consumer market.

Each chapter includes statistics, company stories, and anecdotes from individual women. Readers finish the book with an idea of how women behave as consumers, and how to gear their products for success in the female economy.

Authors: BCG Senior Partner Michael Silverstein, who wrote Trading Up (2003) and Treasure Hunt (2006). Co-written with BCG Partner Kate Sayre.

Recommended for: Corporate leaders and marketers who want to tap the growing women's consumer products sector.


Women comprise a huge potential market for companies. They control almost $12 trillion of the $18.4 trillion in worldwide consumer spending (65%). By 2028, they will control 72%. Over the next five years, they will gain $5 trillion in earned income. The result? A consumer market bigger than China and India.

That's just the beginning. So far, 80% of unemployment growth has been male, making the term he-cession ring true. Women own 40% of US businesses--and that number is growing. Women make most of the household decisions about travel, cars, and electronics. Many control household finances.

With economic potential like that, companies need to think seriously about catering to discerning females. "Making it pink" just won't work.

The Survey

After reviewing the results of their survey, the authors came up with some noteworthy findings. Some of it is familiar: People have either researched and concluded it before, or it sounds like common knowledge:

1) Most women are employed.
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6 of 6 people found the following review helpful By Penny Reads on September 16, 2009
Format: Hardcover
I picked this book up expecting to just flip through it quickly [as I do with most business books] and boy, was I surprised. I was drawn in in the first few pages and couldn't put it down. Not only did I see myself in so many of the interviews [I now understand why I buy the soup I do and why I love Banana Republic pants], I actually found it a very fun book to read. It is not only filled with useful business inisghts, but it's also chock full of stories about everyday women around the world...and on one level or another, I identify with them all.
There are tons of books out there about marketing to women, but to me they all seem to miss the boat. This is the first time someone has taken the time to actually "listen" to what women are saying before writing [the authors say the book is based on interviews with more than 12,000 women and perhaps that's why it rings so true]. This book acknowledges the growing level of frustration and stress that women around the world are feeling as we all try to expand our roles as mothers, wives, household managers, cooks, childcare givers, and increasingly influential members of the work force. We're all so desperate for time. It's hard to believe that major companies still think they can win us over by further complicating our lives[has anyone out there tried to buy health insurance lately?].

As a marketer, I found this book practical, inciteful, and truly useful. However, as a women, I feel like it's a brand new manifesto. Women do want more...MUCH more. And, we'd better get it or the businesses who want our hard earned cash are going to lose, big time. Hats off to Silverstein and Sayre for speaking out for us all.
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4 of 4 people found the following review helpful By Daniel Wolf on October 23, 2009
Format: Hardcover
The authors present a study that outlines the strategic and economic rationale for building a broader focus on women. The structural segments revealed in their research include:

*Fast-Tracker - 24% - Upper Status
*Pressure Cooker - 22% - Upper Status
*Relationships-Focused - 16% - Middle Status
*Managing on Her Own - 10% - Middle Status
*Fulfilled Empty-Nester - 15% - Middle Status
*Making Ends Meet - 12% - Lower Status

This supposedly covers the socio-economic spectrum, but it's not clear how lifestyle and culture are addressed in the analysis. Women want more, and probably deserve more in a number of areas, from daily necessities to healthcare services to lifestyle products and financial services. The combination of respect, convenience, balance, authenticity, support and engagement are framers for the generic and aggregate avenues to what women want. Aretha Franklin was on this decades ago.
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2 of 2 people found the following review helpful By Robert Morris HALL OF FAMETOP 500 REVIEWERVINE VOICE on October 2, 2009
Format: Hardcover
Michael Silverstein and Kate Sayre respond to a series of separate but related questions. Specifically,

1. Of what do women want more? Why?

2. What more do they want from the "revolution" they are now waging to increase their earning power, commercial influence, and political clout?

3. What more do they want for their family's quality of life?

4. What more do they want from the products and services they purchase and from the companies that provide them?

5. What more do they want for their community, society, and planet?

Here's Silverstein and Sayre suggestion to those who seek the answers to these and other questions: "Ask them." That's sensible if by that response they are suggesting that their readers ask the women who now purchase from them. However, many women do not always know what they want, although most tend to know what they don't want. In that event, the best strategy is to ask women to identify their pet peeves, unmet needs, greatest frustrations, etc. Silverstein and Sayre conducted extensive research that involved more than 12,000 women, in more than 40 demographic areas, from every income level and many walks of life, and in ten countries. When processing responses to the 120-question survey, presumably they kept in mind that that differences between and among women are probably greater than they are between and among men, especially given where they live in terms of legal, social, and economic status in countries whose demographics are themselves so diverse, notably the United States, China, India, Mexico, and Russia as well as those that comprise the United Kingdom. To learn more about the research and take a brief survey, please visit [...
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