The Feminal Consumer

Introduction We live increasingly in ‘womanly times’. In a world in which work is of diminishing importance for those in employment (other than solely as a means to an end) and in which other values, particularly those of the family, are a renewed source of motivation in people's lives. We need therefore to examine these trends, to highlight the nature of changing aspirations and inspirations in our lives and to assess how and why these developments will affect consumer markets.