Women are making more money and more purchases than ever before and, as a result, they are an economic force that marketers need to harness. However, you can no longer “think pink” by assuming that all women are the same and all they want are pastel colored products with hearts and flowers on them. Generational experiences, lifestyle choices, transitional events, and demographic characteristics combine to define the filters through which women make buying choices. With so much money ready to be spent, marketers cannot afford to get it wrong. By examining the differ- ent ways women think and how companies can engage women with visible and transparent marketing campaigns, the authors show marketers how to stop thinking pink and start working in partnership with women to deter- mine what they want. Women are willing and able to help you improve your products and services. You just need to get the proper information and then present it to the appropriate consumers.