Engage:Women Who's Making Big-Ticket Buying Decisions? gives you some valuable insight into what is behind the dollars coming into your clients...
"Many brands and industries are leading the way in listening and engaging with moms, yet there are some industries that still prefer to engage primarily with men. I think it's easier for some industries to market to men as they don't require the same level of social engagement as women do. However, in case you missed the memo, moms control over $4 billion in annual spend. Case in point -- the auto industry. Oh, don't get me wrong, I think they're trying to engage with the mom market by offering test drives to get "mom blogger" reviews as part of a marketing tactic; but how are cars really marketed? How are they sold? If you ask my neighbor, an auto mechanic and dad, he'll tell you it's to men but who makes the buying decision? As he'll tell you, it's his wife.
Recently, another mom told me about her car shopping adventure in Los Angeles. She was at a dealership and wanted some financial information about some cars, and the salesperson told her to "come back with her husband." You're not surprised are you? I've had this happen to me in the past. It's no fun being a single (woman) mom, standing in a showroom filled with salespeople wanting to make deals with men but not with you. No wonder the auto industry needed a bailout."
The point is to be relevant to your audiences needs and if your clients can't do that then you need to help them make the changes that will impact their business in the long run.