Archive for August, 2012

Here at the Female Friendly Offices, we get so excited when we hear of the attention that our businesses are getting.  Not just from the women who drive by, see the shield and go on in with the relief that they have found a business that will look after them, but also the attention that these businesses often get from the local media.

The Female Friendly Accredited businesses are encouraging women to not just feel at ease visiting their businesses, but we hope are part of the contributing factor that are making it more comfortable for women to increase in numbers in choosing to work in the many industries that have for so long been known as ‘male-dominated’.

There are so many women out there that genuinely have an interest (not to mention a real talent and skill) in occupations such as auto mechanics, electrical, truck driving and many other trades.   They are not only more than capable intellectually, but also physically as well.  Women can be perceived as the ‘weaker sex’ at times and unsuitable to accommodate much lifting or climbing, but I would challenge any man to spend a day juggling groceries, tired children and often a heavy pram that often needs to be folded down and thrown into the boot of a car with one hand whilst the other keeps hold of a little one on the run!  Women have the stamina and ability to keep going well after knock-off and any mother will tell you, the hours after the school bell has let out the children is often the beginning of the most  tiring part of the day.

Luckily, the world is a place now where the men in our lives, if we are lucky enough, are appreciating this more and more.  Men are more hands on at home than ever before running children to swimming lessons , helping with dinner and grabbing some groceries on the way home, and in return, this enables women to enjoy a working life with a lightened load.   Marriage when working as a team can work so well now,  giving so much relief to either in the partnership.   This then leaves us all with a more balanced lifestyle and a happier family.

Thank you to all the ‘male dominated’ businesses out there that welcome women into their industry and encourage the pioneering spirit that so many women embrace.   We are living in wonderful times and to see stories like this more and more often is a sign of relief, inspiration and open doors to all those young women of the future who now have a much broader choice of careers in industries that would have made our grandmothers, most probably, roll their eyes and pick up the smelling salts!


The length of this article could out-number the pages of the good ol’ Yellow Pages if we were to write all the things that women want – so, to name a few, let’s look at how the world’s most powerful spending demographic would really like to be treated when in a business.

Times have changed when it comes to traditional roles of women.  They no longer fit into one simple stereotype of finish school, get married, have children, go back to work etc.  They now manage it all in no particular order.  Women can have a career and start families when they are 40, they can be a single mother managing a family alone while juggling work, they can be working from home with no children or a successful business woman in her 20’s!  There are no rules today so be very careful what demographic you put her into when she walks into your store!

Remember, a woman rarely shops for herself alone.  When buying a car, she is thinking about how it will fit her family. When buying groceries, who is she feeding? Even when shopping for clothes and make-up, who is she impressing?   So many of the purchases she makes, especially if she is a mother, will not be completely for her, so take into consideration those that are most important to her and she will appreciate your care and understanding.

Women likes to be a part of the whole process when it comes to making a purchasing decision.  Men tend to know what they want – they’re in, they’re out!  But with women, they like to understand their choices, their potential for a bargain, perhaps shop around a little more and certainly take into account their shopping environment.  Their experience will affect their purchasing decisions more than you think!

If you would like to learn more about ‘What women really want’, stay tuned and follow Female Friendly as it educates and encourages businesses around Australia.

70 PER CENT!! (Survey by BCG)  That’s Huge!! When it comes to so many products on the market today, clever companies around the world are a step ahead with aiming their promotions at the female consumer.  Despite marketers around the world becoming more and more aware of the female demographics’ spending power and influence, women are still feeling misunderstood and ignored by most services and product companies.

Influencing 91% of home purchases, 65% of new cars bought, 80% of health care choices and even 66% of computers – women are certainly spending, but to many, the experiences that they are getting in the businesses are leaving so many with stories of disappointment.

With businesses not understanding the needs and wants of such an important demographic, they are missing out on huge potential profits every year!

Female Friendly is on a mission to educate businesses that are missing out on this traffic due to simple things that could not only cater for and gain the respect of their female customers, but also give them the recognition that brings more consumers through their doors.


Did you know that we are exposed to 3500 and 5000 marketing messages a day? TV, Internet, Signposts, Radio even the logos that float around our home on the products we buy!  Now with so much social media we interact with every day and night, I’m sure that advertising has grown even more!

Of course, with so many thousands of messages floating past us every day, you must wonder how on earth we don’t get overwhelmed and start planning our ‘Escape to the Country’!  Luckily for us, our clever minds are programmed to single out the information that is relevant to us and the lives that we, specifically, are living.

For example, a young man driving home from work would probably notice and remember the huge billboard that is advertising the upcoming Car Race around the city which promises all the potential excitement he can get involved with, yet  a mother with a car full of children could travel the same road and not notice the huge sign at all yet she will spot a sign on a supermarket window  saying “Nappies 50% off”!  The advertisement promoting the upcoming Car Race would go totally unnoticed.  Needless to say, even if you pushed that same young man we talked about a moment ago, right up to the window of the supermarket, he is more likely to notice the model and style of the cars in the car park than that “Nappies 50% off ” sign.  Are you getting the idea?

Our eyes and minds cipher through all these messages in seconds and draw our attention to the messages that a relevant to us.  When you are pregnant, all of a sudden there are pregnant women everywhere.  If you decide that there is a certain car model you want to buy, suddenly they seem to stop beside you at every traffic light. We see what are focused on and we see what we can relate to  in our lives.

This is why the Female Friendly symbol has become so recognisable.  Obviously for women, the shield and pink tick on a building with the words ‘Female Friendly Accredited’ will draw her attention to the business as it represents a symbol that is relevant to her life and choices.  For the men who see this symbol, they find themselves also drawn to it as most have women in their lives they care for.  They understand that these businesses will help him direct those women in their wives, daughters, mothers or sisters to places who will treat them with the respect and safety he wants for them.

So for all those Accredited Female Friendly businesses out there, get that Shield up on your shop front!  Don’t underestimate the subconscious message that will be filtered and picked up by so many that pass by every day and let them know that you are a business that recognises the importance of respect and excellent customer service!