One would think that if women are controlling 80% of consumer spending, it’s because brands are doing a good job of advertising to us. Sadly, that’s not the case at all. The percentage of women that work as advertising Creative Directors is…ready, 3%. What this means essentially is that we are making purchasing decisions about a variety of things; electronics, cars, furniture, etc, but most of those brands are still targeting men. Therefore, these brands are really not using their advertising dollars to their best advantage.