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Lisa Johnson knows a little something about marketing to women.

Johnson is the CEO of Portland, Ore.-based Reach Group Consulting, an international marketing firm that she started in 2000. She is a pioneer on marketing to women, building brands that are more appealing to connected women.

She also co-authored Don’t Think Pink, a book designed to help marketers see their brands through a woman’s eyes, unlocking the secrets to developing products, services and marketing strategies that resonate with female buyers.

Johnson’s company also targets Generations X and Y. A two-year study on adults from those generations [ages 18-40] revealed that old business models were collapsing and a new generation of inspired, renegade consumers was rewriting the rules of the market.

“I love the choices I have,” she says. “I love the people and love the challenge of it. I’ve become a student to myself. I designed a business to provide that and that’s something I’ve been able to do well.”

1. How do women factor in marketing now?

We call them “gamma women.” They have the values and world views of the wired generation, whether they’re wired or not. They want to learn and share.

2. Where are gamma women?

They’re at the center of webs of communities at school or the running club. They operate through people. Many bloggers are gamma women.

3. How should marketing appeal to them?

Never underestimate the power of a story. It’s all about her and matching so closely to what’s going on in her life. Once they say, “That’s me,” you’ve opened up a wallet.

4. What are connected individuals like as shoppers?

They’re entrepreneurs. People are buying through people now.

5. How is the connected generation changing marketing?

We want more information on the Internet but we’re overwhelmed, so we’re gravitating to trusted editors or filters like someone with similar values, tastes and standards who sift through choices and picks. This is why the rise of bloggers is so important or people Twittering their favorite things and discoveries. Ninety percent of all sales begin with a Google search now.

6. What makes this group a force?

People are becoming more connected to technology. It’s just this younger generation is doing it sooner and more fully. They’re accessing each other more. They don’t just look at books or Web sites. They also use a social network. Their first instinct goes from third parties to loose connections as much as expert sources. They want to bond with someone as branded as they are who has similar passions and interests.

7. What’s the biggest challenge to tapping them?

If you want to engage this generation, give them more access to your top talent and personalities within your business. It’s people that people want to follow, not corporations.

8. Is this group pushing the green movement?

Research shows green influences their purchases, and the numbers are incredible. This is a generation that’s going to live longer and realizes it will inherit the earth.

9. What markets have they changed?

The music industry was one of the first to flip. Here comes Napster and MP3 players, which changed the way people think about the album by listening to music on their computer. The industry noticed how much people would pay for individual music files. It noticed fan bases were being built at MySpace.com, sparking discovery of new music groups.

10. Do they have buying power?

They’re the canary in the coal mine. For the first time in history, the connected generation is taking the lead and bringing other consumers with them.