What Women Want | Paco Underhill

Summary of: What Women Want: The Science of Female Shopping
By: Paco Underhill


Dive into the world of ‘What Women Want: The Science of Female Shopping’ by Paco Underhill and discover the revolution of women as influential consumers and economic powerhouses. This book explores the specific expectations of women, their evolving roles in society, and the ways businesses must adapt to cater to their preferences. Key topics include the importance of maintaining a clean environment, safety, control, and consideration toward women, and the ways industries have changed to become more female-friendly. Find valuable insights into the influence of women on various aspects of life, from home design to the professional world.

Women’s Economic Empowerment

Women are gaining prominence as economic powerhouses globally, outpacing men in education and employment trends. The shift in earning power is significant as women control household spending decisions. Businesses should consider women’s perspectives and needs to create a female-friendly environment. The focus should be on cleanliness, control, safety, and considerateness. By prioritizing women’s needs, businesses can improve experiences for both women and men.

Evolving Housing Trends for Women

Housing trends are changing to cater to shifting consumer demographics. Female home buyers are no longer interested in large, garish “McMansions” and prefer a more manageable layout. The all-women advisory board of Kennecott Land suggests that women would like kitchens with multilevel counters to accommodate children and side-by-side “family bathrooms” that enable them to get ready while watching their kids. The influence of women in reshaping their homes “in [their] own image” is already visible, particularly in their kitchens and bathrooms.

Evolution of Kitchens

The kitchen has evolved from being simply a room for cooking to the heart of the house. In the 1880s and 90s, the “Golden Age of the kitchen appliance,” mechanized kitchens liberated women from domestic servitude that was once considered the be-all and end-all of their lives. By the 1930s, kitchen layouts were planned around appliances. However, studies indicate that since the mid-1960s, time spent in the kitchen has decreased. Kitchens serve different needs, such as the huge “megakitchens” for gourmet cooking and kitchens with time- and labor-saving devices for the busy. Today, the kitchen is both the social center and showcase of the home.

The Bathroom’s Transformation

The bathroom has evolved from a functional room to a woman’s sanctuary. Women are now looking for more than just practicality in their bathrooms. They’re inspired by design elements they’ve come across while traveling and dining out. This female influence has resulted in bathrooms becoming larger, more elegant, and more numerous in modern homes with 25% of homes built in 2005 having three or more bathrooms. Women are adding extra touches like more storage space to make their bathrooms a practical and peaceful retreat.

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