Women decide what gets bought: EBI – Murray Dempsey
Metropol is where businesses earn trust. Here’s a simple truth many businesses still overlook: women run household spending.
Globally, women influence around 80% of consumer spending. That’s not just groceries and clothes – it’s homes, cars, renovations, travel, healthcare, financial services and lifestyle purchases. In many households, they are the researcher, the comparator, the influencer and very often the final decision-maker.
In short, if you want to win customers, you need to win women. But here’s the catch. Women don’t buy the way marketers often think they do.
They don’t respond well to hype. They respond to proof.
Research consistently shows women are more likely to research thoroughly, compare options, read reviews and seek advice before making decisions. They want to understand the product, the quality, the value, and the story behind it.
They’re looking for three things:
1. Trust: Is this a brand people recommend?
2. Information: Does it help me understand what I’m buying?
3. Confidence: Will I feel good about choosing it?
That’s why reviews, articles, recommendations and detailed content matter so much. Women want to feel informed and reassured before they commit to a purchase.This is exactly where the right media environment becomes powerful. Because context matters.
Advertising that appears inside trusted editorial content – alongside stories about homes, style, travel, wellness and local life – performs very differently from ads people simply scroll past online.
Metropol magazine is built for that environment. It reaches affluent households across Christchurch and across Canterbury and speaks directly to the people who shape many of the buying decisions in those homes.
Readers come to Metropol for inspiration, ideas, and recommendations about where to shop, what to try, and what’s worth their money.
For advertisers, that creates something powerful: a trusted place to tell your story.
Not just an advert. An explanation. A recommendation.
A reason to choose you.
Because when women are deciding what to buy next – the brands that win are the ones they trust.
And trust is exactly what Metropol magazine builds.
For a no obligation, free consultation around your marketing, and how to effectively reach your ideal clients, contact the EBI team through the website.
