Smart brands are waking up to the rise of women power, but it's not happening fast enough. Recognition of the value of diversity and the rise of women's spending power have meant that women have become the core decision makers in b-to-c transactions. However, despite making nine out of ten purchase decisions, women are still misunderstood and mis-sold to by many brands. Taking women seriously can create huge opportunities for brands, but 91% of women still feel misunderstood by marketers. New analysis drawn from neuroscience-based testing shows that overall, women have higher levels of engagement with advertising than men. The findings also revealed that women pay more attention to ads overall, and specifically to scenes with people and relationships in them. Find out more.