Chances are you fall into one of these categories…

This past Monday, Ad Week released a special Women’s edition that focused on how marketers are speaking to new categories of women. Women as an audience are evolving. It’s the end of the “everywoman.” Changes in digital trends, online shopping, marriage and child expectations, career expectations are all elements influencing the profiles of these modern women. One article, “How to Talk to Women,” identified three specific categories of women. Here are the categories…

Mom Achiever, Alpha Goddess, Indie Woman

The Indie Woman: She is single, fashionable and career oriented. She isn’t focused on finding a husband or having children just yet, even though these things are important to her. She’s focused on her career and wants to make money to support her chic lifestyle. She values her social life and is grateful to live without the obligations of settling down. She is tech-savvy and loves discount online shopping.

The Mom Achiever:  She is based off Sarah Jessica Parker’s lastest film, “I don’t know how she does it.” She is the master juggler and uses her skills as an executive to manage every element of her life. She is married and has children, but her career is number one. She is always on her mobile phone, whether it’s online shopping, texting with her kids or checking stock prices. She seeks to have an identity that isn’t mom and wife.

The Alpha Goddess:  Think Meryl Streep in “It’s Complicated.” She is successful, married or single, and having the time of her life. She is the picture of financial and emotional independence. She isn’t scared of technology, in fact she uses it for almost everything. Including reading on her kindle, purchasing beauty products or revamping her home. Also, she is spending the most money out of all three categories.

So, what type of woman are you? Mostly, I would say age places you in a certain category. When reading these profiles I started to think of horoscopes…Sometimes many elements of the horoscope will be spot on, but with a couple differences. For instance, I am definitely the indie woman, but I am a little too young for this category and it shows. While I live an single, urban and fashionable lifestyle I am on the brink of graduation and starting my career. This element definitely keeps me from being an avid online shopper.

Women are changing. As cultural expectations evolve, women are less likely to get married by 25 and more likely to have a thriving career. Independence and financial stability are valued high in all three of these categories.