Women are making purchasing decisions for themselves, their husbands and their children across multiple sectors while the evolution of female labour participation is increasing household purchasing power more generally as dual-income households rise in number. Although the gender pay gap remains a global challenge (Euromonitor data reveals that the global average female disposable income per capita in 2014 was only two-thirds of the male equivalent), women are better educated, wealthier and more financially independent than previous generations.
Androgynous consumption is therefore gaining ground either through unisex products or a blurring of gender lines. One example is Selfridges department store in London, which launched a short campaign called 'agender' in March 2015 in which they merged the womens wear and menswear department over three floors. The aim was to remove the stereotypes of shopping and to offer gender-neutral clothing collections.
Prospects exist for convenience, disposable household products, childcare services as well as resolutions for looking after elderly parents in the context of population ageing. Some women will find stress-management concepts (such as the growing trends of mindfulness and mediation) appealing or pursue brief moments of leisure that can be fitted into a busy schedule. There is also likely to be more appetite for one-stop retail solutions or stores offering multiple products and services under one roof.