Think Like A Woman: Conceptual Age Marketing
If we re-package marketing to women a bit (new look/feel/name), will more businesspeople pay attention to the opportunity therein? I think Daniel Pink may have been onto something with his description (in A Whole New Mind) of R-directed thinking and the “conceptual age.” I explore this a bit in my latest HuffingtonPost piece. Here’s a snippet:
From my “learned on women” perspective, the conceptual age may be
another, less gender-ized way, to package the idea of marketing to
women, and I’m all for it. As experts in my realm have long been
encouraging: to be successful in business you need to be able to think
more like a woman. Women make or influence the majority (80 percent or
more) of consumer purchases in the U.S., so businesses and marketers
have to take a more typically female, holistic approach — including
storytelling, design and empathy (among other conceptual age “senses”
that Pink highlights). That approach, whether you call it marketing to
women or conceptual age marketing, will be the best way to reach the
bulk of consumers who all now have much higher standards and
expectations.
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What do you think? Does “marketing to women” need an extreme makeover in order to get its due?
