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Childless Women to Marketers: We Buy Things Too

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Even as advertisers are embracing new configurations of families — two dads, say, or grandparents raising grandchildren — there’s one group that feels left out. “It’s an extremely complex subject,” said Bridget Brennan, chief executive of the Female Factor, a consulting firm, and author of “Why She Buys.” “Women may be childless by choice or by chance. It’s very difficult to define assumptions about this market.” Women without children “have money and are beginning to get a little ticked off no one is noticing them. Advertisers haven’t figured out how to pay attention to us, but if the numbers continue to grow globally, they’ll have to.”

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THE NEW YORK TIMES 7/9/2016

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