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 … Read on >

When I am asked for examples of great marketing to women efforts, I generally list past campaigns by American Express, Home Depot, Apple and Kleenex.  At face value, those brands are all non-gendered – but track their tactics and messaging and you see a lot of women’s influence. Therein lies … Read on >

There are noticeable changes in male consumer behavior today and they are worth noting. Why?  Because, when you take a closer look, the differences between male and female buying habits are becoming much less striking.

A recent MediaPost article by David Goetzl discusses how such changes have lead ESPN to … Read on >

It is no surprise that the pro golf industry is desperately seeking sponsors in this economy.  But, there may be a clue to help that situation hidden in the profile of the typical golf fan.  Consider this fact, from Carl Prine’s recent Pittsburgh Tribune-Review article:

The typical follower … Read on >

There have been a lot of interesting discussions about gender balance and power shifts lately.  One was Morice Mendoza’s BusinessWeek piece (he is also the editor of Women-omics.com, to which I contribute) about the World Economic Forum in Davos, and another was a New York Times article … Read on >

Given the topic of economics from the global perspective, how is it possible that a thought leader gathering could have so few female participants?  That’s exactly what Morice Mendoza, editor of Women-omics discusses in his BusinessWeek article on the 2009 World Economic Forum (WEF) in Davos.  In it, … Read on >

New consumer research just released by Women & Wine proves that you can glean insights about your market from many places.  And, after so recently writing about the “new info shopper” – it is all the more likely that your customers share some qualities with today’s more … Read on >

A recent Wall Street Journal article by Mark Penn describes the “new info shopper.”  While I have no problem concurring with his description of this information-gathering, deliberate consumer, I submit that there is nothing “new” about it.  Instead, the info shopping ways that have long been considered to be … Read on >

If your work as a marketer is beginning to seriously conflict with your personal views about consuming wisely – you are not alone.  Helping to sell more products – as you envision your friends and neighbors already on tight budgets – just feels wrong.  But there are a few things  … Read on >

Just what is the future of marketing to women?   It isn’t just a slight building on the same for versions 2.5, 2.75 or 3.0.  Instead, the study of how women buy needs to take a bit of a leap to truly evolve and serve today’s consumers with relevance.  That jump … Read on >