Resources: Women’s Market & Sustainability
This past few months, a lot of the little projects I’ve worked on or participated in, have completed. Some are marketing to women focused and some are more sustainability-oriented, but, as is my perspective – applying what you learn about the women’s market to the sustainable consumer market can be a gold mine of insight. So… consider the following:
- I contributed an essay on sustainability to the eBook, “What Is Dying to Be Born,” created/compiled/edited by Lianne Raymond. This wealth of wisdom and inspiration includes essays from Martha Beck, Margaret Wheatley and Kelly Diels – to name just a few.
- I edited the recently released HS Talks online seminar series, Latest Thinking in Marketing to Women. Sessions include those by such experts as Fara Warner (global women), Mary Brown (Baby Boom women), Kit Yarrow (Gen Y), Bella DePaulo (single Women), Kevin Brown (moms), and Aliza Freud (building communities) – with one more session to come from Holly Buchanan (social media/online women). My session ties up the overview by covering how to leverage marketing to women knowledge without falling into the gender trap.
- I recently posted two short videos on Why the Sustainable Movement is Not a Trend and The Sustainable Consumer Models Women’s Ways of Buying. These are just the beginning of what I hope to make a regular series.
- I contributed an introductory essay to the EPM Communications, All About Women annual report, 2010 edition – and book full of data, case studies and analysis. (Please use the promo code, LEARNED, to save $60 on the purchase.) Here’s a clip from my piece, “The Intentional Woman: Balance, Consciousness and Honesty:” Women seem to have realized the weight they pull as consumers, and are more freely “leveraging” that weight to demand that which is most important to them as individuals. They no longer hope, but instead expect, that brands will deliver products and buying experiences that meet their personal core values.
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Any and all of the above should jumpstart your spring thinking, strategy and planning sessions about women as consumers, leaders and sustainability shifters.
