Pierce Mattie Public Relations New York & Los Angeles

Growing up, my mom handled all the finances and business at home, all while working a full-time job. So it’s no surprise to me when I hear that major companies like LG are shifting their focus from the male market and beginning to target women.

It is estimated that women in the U.S control about $3.3 trillion in annual consumer spending and $1.5 trillion more in business outlays. And manufacturers like LG want a piece of the cash pie.

I first heard about LG’s marketing plans while reading the UberTrends Newsletter put out by Michael Tchong, a trend analyst based in Manhattan. In it, Tchong mentions the Xnote computer, but it doesn’t say much more in way of details. After doing more research, I found little on the product other than some preliminary reports on the first series of advertisements that are meant to tug at women’s heartstrings.

In one ad, a boy is seen walking up a flight of stairs with a full backpack that is obviously too heavy for him. He sees three girls blowing bubbles with gum. With a smile, the boy comes up with an idea. In the next shot you see the bag is suspended on balloons and the boy is climbing on effortlessly. The ad finishes with a shot of the ultra-light Xnote computer.

Another major company to shift gears and market to the female demographic is Buena Vista Games, a division of Disney. The company is known for producing games for the male-dominated industry. With the popularity of ABC’s hit series Desperate Housewives, BVG is now entering a realm where other gaming companies have never entered before – marketing to the female gamer.