Who controls the purse-strings? Women are having a greater influence over household purchases, particularly among younger age groups, meaning marketers shouldn't assume men are the decision-makers.(Factfile)

The increasing number of working women has created a shift in traditional gender roles in today's households. As their contribution to domestic income has become more important, so has their ability to influence spending and big purchases.

A recent report by Future Foundation nVision called Changing Lives reveals that attitudes towards household decision-making have changed significantly over the past decade. It shows that the proportion of heterosexual couples in which the man has the final say in big financial decisions has fallen from 25 per cent to 20 per cent.

This reflects the increase in the number of couples who claim that they have an equal say from 65 per cent to 69 per cent. The data also shows that the number of couples where the …