Why The Gun Industry Is Finally Taking Aim At Women

A long forgotten demographic is now key to the future of American gun companies

Imagine for a moment that you’re a marketer for a gun company in the United States. You have your work cut out for you: according to the Small Arms Survey of 2017, there are 120 guns in US civilian ownership for every 100 Americans, more than twice the per capita rate of the next highest country (Yemen). So, in the most oversaturated gun market in the world, and in a country where gun ownership is strictly…