Sir, It amazes me that brands haven’t wised up to the importance of the female shopper (‘Beer brands advised to chase female shoppers’, 26 November).

The recent ‘Why Women Shop on Venus and Men Shop on Mars’ seminar in London highlighted just how influential women are in many areas considered male-dominated – electronics, automotive, financial and alcohol. Women account for 85% of consumer spend – and they have a major influence even when it’s a man spending.

But when brands do try and speak to them, they usually get it wrong. Ninety-one per cent of women say advertisers don’t understand them. We have a long way to go in marketing before we can honestly say we understand female shoppers. Added to that, we need to recognise their importance in the categories we think men dominate.

Chris Arnold, partner, Creative Orchestra