It's no secret that women love to shop. It's also not surprising that women love to share their experiences. We're women...we love to talk right? Since the beginning of time there have been references to chatting over the back fence. Is it just gossip or is it buzz marketing?

In Mary Clare Hunt's new book In Women We Trust she outlines the female consumer, a person making over 80% of the buying decisions in our country.

Are businesses addressing the cultural shift to the "softer side of business?"

Megatrends 2010: The Rise of Conscious Capitalism by Patricia Aburdene, talks about the Conscious Consumer, a person who makes their buying decisions based on similar values and belief systems.

Ms. Hunt expands that idea with the nine trust points women look for when making buying decisions or engaging in a business relationship.

She asks this question:

"If all things are equal and competency isn't a factor, do you prefer to use women or men for your professional services, for example: CPA, doctor, financial planner, lawyer, etc."

The majority of female respondents said, "women."

Why is that?

In Mary's book, she walks us through the nine trust points that set a business apart from the rest:

• Community
• Respectful
• Considerate
• Fun
• Safe
• Honest
• Reliable
• Thoughtful
• Loyal

Each chapter outlines the importance of the specific trust factor, provides examples and quotes from her survey participants and ends with pointed questions that allow you to see if you are providing the trusted experience women are looking for. Even better, if you aren't, her examples and questions provide the necessary next steps to more effectively reach your target consumer.

In Women We Trust is insightful, instructive, and a valuable resource. This book forces companies to hold a mirror up, not just to the marketing messages they are sending customers, but also for all of the departments that come in contact with consumers to see if the experience they are providing matches the needs of their female consumer.

I highly recommend In Women We Trust as a book that uncovers the mysteries and the critical importance of effectively reaching the female consumer. In order to stand out in a highly competitive environment, you have to provide a value, an experience that mirrors the needs of your consumer; not just a quality product or service, that is the minimum point of entry, but an experience that says "you are important to me and I value your business."

Check it out! In Women We Trust, Mary Clare Hunt.

Stay tuned to BizInformer.com for an interview with Ms. Hunt later today. And then on Friday, visit Toby Bloomberg at Diva Marketing for another view point and interview with the author.