High potential, yet underserved: the dichotomy of the women's market in the United States. (Markets).(Statistical Data Included)

The statistics related to today's female market might surprise you. Although women account for slightly more than half (52 percent) of the U.S. population, they write 80 percent of all checks and are responsible for 85 percent of all consumer spending. In fact, for years women have been the ones primarily responsible for purchasing household goods and services in our country. From Kellogg's Corn Flakes to Calvin Klein jeans to Ethan Allen furniture, women control the purse strings.

Only recently, however, has the insurance and financial services industry begun to recognize the real power within the women's market. Many companies are now paying close attention to four key facts:

1. The demographics in America are shifting, diminishing some of our more traditional markets while creating new and emerging market segments for us to serve.

2. The women's market possesses a size and potential that deserve attention.

3. Merely making a decision to target a new market segment like the women's market is not enough. Achieving real success in the marketplace requires rethinking approaches and tailoring them to the market segment you're targeting.

4. Serving a market honestly also includes providing evidence that a company's culture actually embraces the segment it's targeting through representation in the sales force, management, and board positions.

Let's take a closer look at each of these key facts and their implications on our industry.