Boating is a great family activity, what is a woman’s role in the family these days?
In the modern home there are no set roles. It is about equality, fairness and pitching in to get things done. While in reality it is true that women bear the brunt of the housework this is more due to practicalities and working hours than expectation. • How does the mum influence major purchases and leisure decisions? The modern home is a democratic institution where everyone, including the kids has a say. It is all about who the most passionate individual is for that product or service. • What do boat dealers and brands need to know about ‘marketing to women’ to ensure their messages reach them? Firstly it is to treat them intelligently. As with motoring and other traditional male bastions, women feel and know when they are treated in a condescending manner. Marketers should avoid stereotype. Having said that, women do have different perspectives to men; they do care more about safety and aesthetics and may not care as much about power. Overall, the younger the consumer the more gener
