It’s All About the Journey: Step-by-Step In Reaching Women

By | August 28th, 2009|Articles, Marketing to Men, Sustainability & CSR|

  While it may be more commonly used in self-help or religious books, I've been seeing the word "journey" a lot in my sustainable business practice research. It strikes me that the word may, as well, be a good term/image both for representing a woman's buying path AND representing the path by which any brand [...]

ChangeThis: Beware The Gender Trap In Marketing To Women

By | March 11th, 2009|Articles, Brain Science, Socio, Anthro, Marketing to Men, Men in Marketing to Women|

If marketers continue to create campaigns based on thinking that “men always do this” or “women always do that,” they are going to fall into a gender trap. In this era of the much more diligent shopper, we just can’t make assumptions about how gender influences consumer behavior. Those marketers that do risk irrelevance in [...]