She-Conomy: The Green Purchase Power of Women

Catawba River Women, by Carla Linster – Feb. 23, 2012

Do we women know how much influence we have over our environment?

We influence the environment every time we buy something – and women make many of the biggest buying decisions in the American economy.

Women are the primary consumers in the United States, making over 85% of the consumer purchase decisions and influencing 95% of the total goods and services bought. We have the final say in buying:

• 93 percent of food
• 93 percent of over-the-counter medicine
• 91 percent of new homes
• 85 percent of all brand buys.
• 80 percent of health care
• 65 percent of new cars (and we influence 80 percent of all car purchases)

We even buy more insurance and consumer electronics than men.

Women spend more than $5 trillion a year – over half of the U.S. Gross Domestic Product! Now consider that we also have that power at work. Women start 70 percent of all new businesses. No wonder that economists have a new name for our influence: the She-Conomy.

We share what we know

And women like to share information. Many of us feel a responsibility to help family and friends make wise purchasing decisions, so we not only buy things ourselves but also influence what others buy. As you might imagine, the Internet and social networks play a large role in helping us influence those purchases. By reading and writing reviews on products and services we women reach out and let others know what we think.

With Power Comes Responsibility 

Ladies, the reason I have all these statistics about our spending power is because we are being tracked, analyzed and wooed by the people we buy from. Marketing firms study our habits, needs and sensibilities. Then they help their clients tailor products and advertisements that appeal to our demographic.

What does all this mean for those of us who want to protect the environment? We need to think about the environmental consequences of our spending decisions. What is important for my family, my community, my world and me?

Yes, sometimes we’ll still choose material goods and timesaving conveniences over what we know is the environmental ideal, and that’s OK. Just know that We Have Power to protect our environment with all of those trillions of dollars we spend!

About Carla Linster – Carla, 47, is enjoying a “mid-life spring” after overcoming several medical problems. One new joy is working with “an amazing group of women,” the Catawba River Women’s Group, as they seek to create a sense of unity among communities along the Catawba River.