Bridget Brennan Profile

  • Brennan is one of the world's most knowledgeable and sought out speakers on women consumers and how to win their loyalty.

  • Brennan's presentations and her phenomenal book Why She Buys: The New Strategy for Reaching the World's Most Powerful Consumers bridge the gap between the male-dominated business world and the female-driven consumer economy.

  • As Founder and CEO of the strategic consultancy, Female Factor, Brennan has wowed audiences at PepsiCo, Nestle, Unilever, Johnson & Johnson, Adidas, Gap Inc., and multiple other organizations around the globe.
  • CEO of business strategy firm Female Factor, nobody is better placed than Bridget Brennan to explain the customer service women want and how to gain their loyalty. Her ideas on marketing strategies appealing to women are featured in her book Why She Buys: The New Strategy for Reaching the World’s Most Powerful Consumers, which the Wall Street Journal described as “essential reading” and Fortune Small Business said is “required reading for anyone burdened with a Y chromosome.” Brennan’s expertise in the application of gender psychology to marketing communications gained her the US Public Relations Agency Practitioner of the Year award from PR NEWS, amongst many other honors.

    Brennan has served Northwestern University’s Graduate Program in Marketing Communications in the Medill School as an instructor, and also been invited to lecture at the Kellogg School of Management, the #1 business school in the USA. Industry conferences across the globe have invited her to share her expertise, and she serves on the Forbes Executive Women’s Advisory Board.

    Before she founded the Female Factor, Brennan took charge of the consumer marketing practice at Edelman’s Zeno Group, where she created the Speaking Female division. She is a member of the Network of Executive Women and the National Speakers Association and also a founder of the Marketing to Moms Coalition. As an ad agency executive, her clients included, amongst others, Whirlpool Corporation, Johnson & Johnson, Pizza Hut, Colgate-Palmolive, United Airlines and AT&T.

    • View Extended/Alternate Bio

      Bridget Brennan is CEO of the strategic consultancy, Female Factor, and author of the groundbreaking books, Why She Buys: The New Strategy for Reaching the World’s Most Powerful Consumers (Crown Business) and Winning Her Business: How to Transform the Customer Experience for the World’s Most Powerful Consumers (HarperCollins Leadership). She is the world’s most sought-after speaker on engaging women as customers and decision makers. She addresses audiences all over the world and has spoken on nearly every continent.

      Why She Buys was called “essential reading” by The Wall Street Journal, “required reading for anyone burdened with a Y chromosome” by Fortune Small Business and named a “Top 10 Marketing Book” by MediaTrust. Her newest book, Winning Her Business, was nominated for 2019 Porchlight Business Book of the Year and named a “2019 Best New Customer Experience Book” by Book Authority. Brennan is a contributing writer on marketing to women for and was named a “Woman to Watch in Retail Disruption” by the Remodista think tank. She serves on the Vikings Women Advisory Board of the Minnesota Vikings NFL team, and is a member of the National Speakers Association, the Network of Executive Women and the Economic Club of Chicago.

      Brennan has served as an instructor at Northwestern University’s Medill School graduate program in Integrated Marketing Communications, and as a guest lecturer at many universities and business schools, including the Kellogg School of Management at Northwestern University and the University of Notre Dame. A graduate of Texas A&M University, Brennan is based in Chicago.

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    Bridget Brennan's Speech Descriptions

    Bridget Brennan offers a series of fascinating programs examining the ways in which marketers can reach the world’s most powerful consumers who buy nearly 80% of all consumer products: women. She provides essential strategy tips for understanding the way women’s minds work and what they actually want.

    Brennan explains that studying the female market should be done with just as much care as a company would study a foreign market they were about to enter. She details just how women make purchasing decisions, and what appeals and what repels. In the field of customer service she teaches participants how to refine their offer so that it particularly appeals to women and gains their loyalty.

    Brennan also offers programs on diversity, discussing gender communication in the workplace. She can teach audiences how better to communicate with co-workers, bosses and subordinates of the opposite sex in order to create a more harmonious workplace.

    Winning Her Business: Transforming the Customer Experience for the World's Most Powerful Consumers

    Women are one of the world’s fastest growth markets and meeting their needs as customers is key to succeeding in the modern economy. Just as we upgrade our software to stay current, we must upgrade our customer experiences to stay relevant. What does a compelling experience look like to women? Find out when Bridget takes the stage. Based on years of research and her best-selling book, Winning Her Business, Bridget’s keynote program will inspire you with winning strategies and best practices for increasing sales, brand loyalty and emotional engagement. You’ll learn how women are driving changes in the marketplace that younger generations of both genders not only appreciate but also expect. Bridget’s insights will help you stay ahead of these changing expectations and increase your competitive edge.

    Your audience will gain ideas, best practices and “Monday Morning” strategies they can immediately apply to their own business.

    Participants Will Learn:

    The scale and scope of women's "multiplier effect" on sales
    The most important trends driving women's buying patterns
    How to move from transactional to holistic engagement
    An introduction to Female Factor’s exclusive The Four Motivators® Framework
    Why providing an inclusive experience for women enhances the customer experience for men, too

    Why She Buys: The New Strategy for Marketing to Women in a Changing World

    Women are the engine of the consumer economy, driving 70-80% of all consumer spending. How well are you marketing to this crucial demographic? Bridget Brennan helps you crack the code.

    In a thought-provoking presentation based on her acclaimed book, Why She Buys, which was called “essential reading” by The Wall Street Journal, Bridget educates audiences on how to see the world through the lens of women consumers. Her stories bring to life the cultural and societal backdrop to women’s buying decisions, and give audiences the keys to evaluating marketing, branding, sales and product design through a new lens. Bridget’s powerful mix of enduring principles and current trends combine to give you a roadmap to navigating the female-dominated economy. This program is also available for business-to-business audiences.

    Participants Will Learn:

    The most important trends driving women’s buying patterns
    Myths and truths about why women buy, and the key to appealing to women in ways that please male customers, too
    An introduction to Female Factor's exclusive The Four Motivators® Famework for emotional engagement
    Best practices from the world's leading brands and businesses
    "Watch outs" to avoid at all costs

    The Seven Deadly Sins of Selling to Women

    Bridget Brennan, the world's leading expert on women consumers, reveals the common behaviors that alienate women in marketing and sales, and simple ways to course-correct and kick-start growth in your business. Women are the world's most coveted consumers because they drive 70-80% of purchasing decisions and buy for everyone in their lives. This makes for powerful math when building your customer base, but only if you do it right.

    Avoid the classic mistakes and learn how to be best-in-class. Bridget will cover the big trends driving spending, best practices on how to sell to women and Monday morning strategies to implement immediately. Winning becomes a lot easier when you are the business that women choose, instead of your competitors. If you’re a business is looking to take sales skills to the next level, this is the presentation for you.

    Participants Will Learn:

    Women's perspectives on the sales process, and what this means to your communications style
    How to create an inspiring service environment
    Four key motivators that drive women's purchasing decisions
    "Watch outs" to avoid at all costs
    "Monday Morning" strategies that can be implemented immediately

    Retail Trends & Insights: The New Rules of Customer Engagement

    Learn how to raise your game, increase sales and set yourself apart from the competition by developing the skill set that earns the business of the most important retail demographic: women. Elevating the customer experience is opportunity number one, and it can be your most powerful competitive advantage. The question is: how do women define a great retail experience?

    In this highly practical and thought-provoking presentation, Bridget Brennan educates teams with insights on a consumer market that has very different expectations than they did even three years ago. Participants will be inspired by Brennan’s strategies for engaging customers’ hearts and minds.

    Participants Will Learn:

    How to leverage the brick-and-mortar "home court advantage"
    Four powerful ways to tap into the human side of selling
    Key strategies for moving from transactional to holistic engagement
    How women approach the buying process
    "Monday Morning" strategies that can be implemented immediately

    Catch Me If You Can: Marketing to Millennial Moms

    Myth-busting, thought provoking and packed with practical ideas, Bridget Brennan provides insights on the generation of women who are now in their prime parenting and purchasing years: Millennials. We often learn about Millennials as a collective group, but what are the distinctions among Millennial women once they reach the parenting life stage? Attendees will learn the cultural dynamics that have shaped Millennial women and modern parenting styles, and the subsequent impact on their purchasing behaviors, marketing responses and sales effectiveness.

    Participants Will Learn:

    How the mass documentation of Millennials' lives impacts brand choice
    What Millennials' parenting styles mean to brand aspirations and purchasing
    Why inspiration is a crucial component for this age group
    How expectations for the sales experience are changing
    Best practice examples from leading-edge brands and businesses

    Top Trends in Marketing to Women: The Female Future

    As society changes, so does the practice of marketing to women. Strategies that were viewed as contemporary only a few years ago may be viewed as patronizing today. How well is your marketing keeping up? Give your team a competitive edge with Bridget Brennan’s insights, education and context for the major trends driving women consumers. She distills the deeper meanings behind these trends, and helps your team apply this knowledge to increase the effectiveness of your marketing efforts. From broad demographic changes to gender culture and the global patterns in the way women make purchasing decisions, Bridget offers techniques for breaking through the clutter and staying relevant with the world's most powerful consumers.

    Participants Will Learn:

    A roadmap of the biggest trends driving women’s buying patterns and the implications of each
    What gender culture means to marketers
    Techniques for staying relevant with women over the long term
    Best & Worst practices / case studies from across industries
    Key similarities and differences among women of different generations

    Women in the Global Economy: The Power of Inclusion

    Women are the engine of the global consumer economuy, driving 70-80% of consumer spending with their buying power and influence. In a lively presentation based on her acclaimed books, “Why She Buys” and “Winning Her Business,” Bridget Brennan describes how women’s influence is re-shaping business as we know it, from global marketing campaigns to product design and customer experiences. An ideal keynote program for women’s leadership conferences, this presentation leaves audiences feeling inspired, empowered and ready to flex their economic muscle to change the world.

    Participants Will Learn:

    The stunning global impact of women’s labor force participation
    How women’s educational attainment is reshaping consumer markets
    The dramatic changes in marketing to women over the past few decades (be prepared to laugh and cry)
    Changes driving female culture
    Women across the generations

    What People are Saying about Seeing Bridget Speak

    Rating Entries

      “We invited Bridget to our Western European Management Conference and she delivered a fantastic keynote speech about the fastest growing consumer segment – the female consumer. Her excellent insights into marketing and selling to women contributed to passionate discussions amongst the participants. Her positive attitude and great energy definitely helped to deliver a memorable presentation. Simply excellent.”

      Christian Stegmaier, Senior Director Business Development Western Europe, adidas-Group

      “Simply brilliant. Bridget’s message is compelling and engaging, and full of important information. She leaves a lasting impression.”

      Tony Rogers, CMO, Walmart U.S.

      “I invited Bridget to one of my European Senior Leadership Team Meetings in order to raise awareness on “the most powerful consumer” and on “the female factor,” and she had a tremendous impact. Bridget intervened right after a session on gender balance, and her presentation had an amplifying effect. Both the content and the delivery were just outstanding, and a call to action.”

      Laurent Freixe, Executive Vice President and Zone Director for Europe, Nestlé S.A.

      “Bridget’s presentation to the global golf industry at the 60th PGA Merchandise Show was a home run! She was able to connect in a unique way with our largely male audience, allowing them to better understand the power and trends within the women’s demographic, gender differences and how to translate those into action at the golf facility level in order to gain more share of her wallet.”

      Sandy Cross, Director of Women’s & New Market Initiatives, The PGA of America

      “I recently read Bridget’s book Why She Buys and I enjoyed the message so much that I felt compelled to invite her to speak to my team and she did not disappoint. I was delighted to discover that Bridget speaks as powerfully and persuasively as she writes. Her vast knowledge of the female consumer gave my team valuable insights that we were able to apply to our business immediately.”

      Kim Gregoire, Customer Business Development, Unilever

      “Bridget was an immediate and much talked about hit at our inaugural Food Vision Summit. Authoritative, engaging and supremely well informed, she held her audience in the palm of her hand from her opening words to her closing comments. She certainly knows a lot about marketing to women – and just as much about speaking to men. Our 80% male audience was challenged, enlightened, even a little provoked; but never threatened or brow beaten! She was also generous with her time and knowledge throughout the Summit, engaging helpfully and enthusiastically with delegates from around the world.”
      Christina Wood, Events Development Director, William Reed Business Media

      “Bridget and her team are on fire and incredible to work with! Not only did Bridget give an informational and energetic presentation to our Conference of over 18,000 women, but she tailored it specifically to our company, getting to know our field and our language. Her message resonated with our audience and left them inspired and filled with ideas to grow their businesses. Bridget is a must have speaker for any type of business!”
      Susan Lehman, Sales Manager – New Consultants, Thirty-One Gifts

      “Bridget is a high-energy, high-content speaker who easily engages her audience, because she takes the time to truly understand the room. She does her research about who she is talking to and seamlessly integrates the needs of the audience into her remarks. Put simply: Bridget brings it.”

      Jen Hoelzle, Director, Illinois Office of Tourism

      “Bridget and her team were a delight to work with. They were professional, efficient and very thoughtful throughout the whole process. They were meticulous in assuring that they were covering all areas that we wanted explored. Bridget was the highest-rated speaker at our conference (even beating out Jeffrey Gitomer!) and for good reason. She delivers outstanding results in a lively fashion. Bridget presented vital information to our members that both educated and explained how and why they need to alter their business model to attract more women to their business. A first-class experience! ”
      Robert Treadway, Director of Communications, International Cemetary, Cremation & Funeral Association

      “Bridget is by far one of the most engaging and interesting speakers I have had an opportunity to work with. She knows how to captivate an audience and get a clear and consistent message across using wit, real life examples and lots of charisma. Our audience appreciated the effort into making her message and insights adaptable and usable for day to day business. Finally I would like to mention the pleasure it was to work with Bridget and the Female Factor staff as they made reaching project milestones and deliverables a very positive experience. “
      Federico Eduardo Fiallos Salmerón, Gerent Corporativo De Mercadeo, Organización Publicitaria, S.A., Honduras

      “Bridget Brennan is the smartest, freshest and most entertaining presenter I’ve seen in a long time. She gives her audience the gift of seeing women in a completely new way. If you can hire Bridget, do it.”

      Claudia B. Mobley Ph.D. Director, Center for Retailing Excellence, Sam M. Walton College of Business, University of Arkansas

      “Having Bridget speak at our event was a smart move. The content was right on target for our audience and Bridget’s speaking style was engaging, thought provoking and fun. She truly energized the crowd and had everyone talking about Why She Buys for hours after the session. I would highly recommend Bridget for any speaking engagement.”

      Scott Allan, Vice President of Marketing, Rakuten

      “Bridget is a gifted and compelling speaker who is one of the top experts on women consumers in the world today. She uses real life examples to explain key points and always succeeds in turning the audience into happy, grateful learners.”
      Nan McCann, President of PME Enterprises & Producer of the Marketing to Women “M2W” Conferences

      “Bridget Brennan was one of the best investments I’ve ever made as a conference manager. She didn’t just talk generally about marketing to women. but gave specific, actionable advice to our attendees on steps they could take immediately to do a better job. I couldn’t be happier!”
      Nora Simmons, Club Industry Show, Penton Media

      “Bridget Brennan’s sold-out event in El Salvador was a huge success! Her message is compelling, direct, clear and is transmitted with humor and real examples. Bridget is an excellent international speaker and we wouldn’t think twice about having her again!”
      Sandra Lorena Gomez, Directora Proyectos Especiales, Editorial Altamirano Madriz / El Salvador

      “Way more than a Rock Star – She is the Whole Rock Band. Bridget is an outstanding speaker, high energy and engaging throughout her presentation. Bridget′s messages are appealing for a variety of audiences. And she is cross-cultural – her message resonated strongly among Mexican audiences from Company Presidents to Top CGS CMO′s.”
      Carola Cruz,

      “Bridget is the kind of speaker that you dream of hiring when you plan an event. She educates audiences about an important topic – women – in the most engaging and entertaining way imaginable. I have worked with Bridget on two different events and each time she has left her audiences buzzing and asking for more.”
      Kelly Muno,
      Senior HR Manager, Procter and Gamble,
      Network of Executive Women

      “Bridget hit a home run for us as the keynote speaker for our conference. She earned the highest score we′ve ever had for a speaker, and most importantly, she brought a fresh, new voice to our industry. Her talk was compelling, insightful and entertaining. She opened our industry′s eyes to the importance of focusing on female consumers.”
      David Perry,
      Executive Editor, Furniture Today

      “Any company that depends on women customers should talk to Bridget.”
      Eric Elder,
      Senior Vice President, Marketing Communications, The Ryland Group and Ryland Homes

      “Bridget kept our attendees rapt for the duration of her keynote by getting to the heart of marketing to women. Her entertaining and informative observations helped many in our industry quickly identify what they are doing right and what they are doing wrong. Her research applies to any industry, but she diligently researched natural products brands prior to her appearance and made things “click” for our audience. I’ll recommend Bridget for any audience looking to get it right from the digital shelf to the store shelf!”
      Jody Mason,
      Conference Manager, Natural Products Expo West

      “If you′re looking for a corporate speaker who can raise your awareness, entertain, and capture the attention of a demanding, co-ed audience, then look no further than Bridget Brennan. She delivers the goods and leaves the audience in agreement with her message.”
      Richard Bellas,
      Vice President, Global Procurement, Advertising, Marketing, Media & POS, PepsiCo

      “Bridget is the real deal, and a genuine leader in the field of marketing to women. She’s an engaging speaker who inspired and enlightened our employees by giving them new ways to look at our target audience. Her enthusiasm is infectious and empowering, and you can take her advice to the bank.”
      Rob Matteucci,
      former Chief Executive Officer, Evenflo Company

      “Bridget Brennan did an outstanding job as the Moderator at our recent Southern California Network of Executive Women′s event. She thoroughly engaged the 350 attendees with her quick wit and enthusiastic energy. The audience and the Panelists were thrilled with the evening′s results. She was also a joy to work with, and I would highly recommend her for any Moderator or Key Note Speaker engagement.”
      Bridget Prince,
      Nestlé USA

      “Bridget Brennan is a captivating speaker! She participated in a seminar-discussion organized by the French Trade Commission-Ubifrance in New York in 2010 and the audience hung on to her every word. She presents a subject matter which is thoroughly interesting and engages the audience with her gestures, inflections, anecdotes and facts!”
      Sara Harris,
      Director Design & Décor, French Trade Commission-Ubifrance

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    Books by Bridget Brennan:

      Winning Her Business: How to Transform the Customer Experience for the World’s Most Powerful Consumers

      Bridget Brennan, CEO of Female Factor, shows readers how to win sales and grow market share by creating a customer experience that appeals to the most powerful consumers: women.

      When people think about the world’s growth markets, they often envision countries like China and India. Yet they miss the largest one right here at home, no matter where you call home: women. With women driving 70 to 80 percent of consumer spending, it would seem an obvious strategy to learn how best to appeal to this continually expanding market. Common sense? Yes. Common practice? No.

      In Winning Her Business, Bridget Brennan, advisor to some of the world’s biggest brands and businesses, provides a roadmap for selling in a world dominated by the rise of women’s economic power. Brennan introduces The Four Motivators® Framework, which shows how every company can help customers feel:

      connected to them, their brand, and their business,
      inspired to buy from them specifically,
      confident in their buying decisions, and
      appreciated for their business.

      Showcasing best practices from brands as diverse as Lexus, Sephora, Allstate and the Minnesota Vikings NFL team, Winning Her Business offers invaluable insights into women as consumers and shows that almost all businesses have an opportunity to create an inclusive customer experience that inspires increased sales, referrals, and repeat business.

      Why She Buys: The New Strategy for Reaching the World′s Most Powerful Consumers

      If the consumer economy had a sex, it would be female.
      If the business world had a sex, it would be male.

      And therein lies the pickle.

      Women are the engine of the global economy, driving 80 percent of consumer spending in the United States alone. They hold the purse strings, and when they’ve got a tight grip on them as they do now, companies must be shrewder than ever to win them over. Just when executives have mastered becoming technology literate, they find there’s another skill they need: becoming female literate.

      This isn’t always easy. Gender is the most powerful determinant of how a person views the world and everything in it. It’s stronger than age, income, or race. While there are mountains of research done every year segmenting consumers and analyzing why they buy, more often than not it doesn’t factor in the one piece of information that trumps them all: the sex of the buyer. It’s stunning how many companies overlook the psychology of gender when we all know that men and women look at the world so differently.

      Bridget Brennan’s Why She Buys shows decision makers how to bridge this divide and capture the business of the world’s most powerful consumers just when they need it most.

      • No Matter Where You Live, Women Are a Foreign Country: You’ll discover the value in studying women with the same intensity that you would a foreign market. Women grow up within a culture of their own gender, which is often invisible to men. Brennan dissects this female culture and explains the important brain differences between men and women that may cause your female customers to notice things about your products, marketing campaigns, or sales environment that you might have overlooked.
      • The High Fives: There are five major trends driving the global female population that are key to determining their wants and needs. These global shifts are just beginning to be tapped by businesses, and learning about them can provide you with an invaluable blueprint for long-range planning.
      • The Good, the Bad, and the Ugly: Find out how the best and brightest companies have cracked the female code, and hear horror stories about those that haven’t. Through instructive case studies and interviews, Why She Buys provides practical, field-proven techniques that you can apply to your business immediately, from giants like Procter & Gamble and Toyota to upstarts like Method home-care products and lululemon athletica apparel.

      At a time when every company is looking for a competitive advantage, Bridget Brennan offers a new and effective lens for capturing market share.

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