"Otherhood": Women without kids hold buying power

Women today play a dynamic role in society, and brands and marketers — including those within the retail pharmacy space — are tirelessly working to earn her trust and loyalty, as she often makes most of the healthcare decisions for her family. While reaching “moms” is no doubt important, new research suggests that brands and marketers may be missing a tremendous opportunity among those women who are rewriting the fairy tale. Enter “Otherhood.”

To watch DeVries Global's video about of the study's findings on "Otherhood," click here.