andHow To Reach Women

When Marketing To Women, Grey Is The New Pink

As marketers, as Americans, as humans, we long for simplicity. When faced with complex concepts, that often include contradictions we immediately reach for our virtual gardening shears (the big ones that require two hands) and start lopping (can you tell I've been pruning my rose bushes back...). This make sense as simple is both communicable and actionable and ultimately, we all want to get stuff done. However, increasingly, it is an approach you pursue at your own peril. Forget just today's women (I have yet to attend a conference where research on women is presented where the vast majority doesn't make us sound like we are all selfless givers who put everyone else first, drive out of our way to recycle, and write checks to non-profits in lieu of shoes and make-up) tomorrow's are even less easily definable. In this NY Times piece, Peggy Orenstein points out the complexity of understanding what appropriate "girl" behavior even means today (for boys we are holding at: don't get caught playing with girl stuff) and how this generation of mothers, who learned that "you can do anything" translated to "you will do everything," is still negotiating the messages they want to pass on to their own daughters. Hillary Clinton's ongoing attempts to strike the right feminine balance is citied at the beginning of the article as the real-life illustration of this paradox. She's also examined in this Wall Street Journal article by Peggy Noonan, which asks if Mrs. Clinton even has the capacity to lose gracefully. The theory is that she has not spent much time on the losing end over the course of her life, so either she will discover some previously unimaginable reservoir of grace or her head will explode (my words, not Noonan's).

This Either/Or analysis doesn't give enough credit to the complexity of the world's most analyzed woman today (Britney Spears notwithstanding) and it's not an approach that should be taken when trying to understand your own female customers. Whether they love her or hate her, those who write about Hillary most often choose to reduce her to simple terms and ignore any of her characteristics or behaviors that don't support their conclusion. More of a woman or less of one because [fill in the blank]... Guess what, this is just the tip of the iceberg. As women continue to graduate in greater numbers and have children both sooner and later and flow in and out of the workforce, we as marketers will have to come to terms with the fact that a) broad categorization and cute catch phrases - soccer mom, hot mom, etc. - are archaic and woefully inadequate; b) contradictions are inherent and not to be ignored.

Get used to Grey. It's the new Pink.

Does Diversity Equal Innovation?

In the spirit of diversity, a fascinating article all the way from Scotland on Sunday provides the topic for today's post (Happy New Year to all BTW, hectic holidays necessitated a blog break) which is last month's announcement by global luxury firm Luxottica that it has embarked upon an initiative to boost its female executive ranks to 30% within the next two years. As reported in the article:

The quota, which would have been surprising even in some of Europe's more progressive countries, sent shock waves through the corporate world as Luxottica dared to take on attitudes in a country well known for its "machismo" and relatively low numbers of women in senior jobs.

Although nearly 40% of the employees at Luxottica's headquarters in Milan are female, the company only has one female board member.

The company argues that a more diverse mix of senior staff will help it to be more innovative. "We are in the luxury business, which is driven by innovation," said Nicola Pela, director of human resources. "The more diverse you are, the more likely you are to be innovative."

While innovation, like love, comes in different forms and is inspired by a variety of elements, it makes sense that a workforce that reflects your customer base will naturally be more tapped into the wants and needs of those customers. Does this mean men can't market to women or Hispanics can't be behind a campaign that resonates with Asians? No, but a homogenous group, whether by race, gender, age, etc. will have a more challenging time understanding the subtle differences in needs and motivations that fall outside its norms. They will also be more likely to share various lifestyle elements that further reduce exposure to new or different perspectives and ideas. This doesn't mean fire everyone you have - it means bring in new blood and see what happens.

It's impossible to both innovate and preserve the status quo. If you want your business to grow, choose innovation.

Chevron Says We're All In This Together - But Not All Of Us Have Billions To Get Out Of It

The Wall Street Journal reported yesterday (sub. required) on a new push by Chevron to “reshape its image as an energy company that cares about climate change just as much as ordinary folk do.” According to the article it is the biggest global campaign the company has ever run and was inspired by the lack of energy knowledge among average folk.

The germ of Chevron's new campaign originated this year when the company asked focus groups in the U.S. about energy issues and was shocked at how ill-informed people were, says Helen Clark, the company's manager of corporate brand and reputation."They were saying things like 'We need to drill for more ethanol,'" says Ms. Clark. "I was amazed at the lack of information."

The article goes on to describe the content of the ads, the storytelling on the revamped corporate website and the www.willyoujoinus.com site, which recently added a online game called Energyville, where players have to virtually power a city of millions while minimizing environmental impact.

Then we learn, the campaign is not aimed at “people at the pump” at all, but rather policy makers, “thought leaders” and “influentials,” who, as reporter Guy Chazan points out, are “constituencies whose goodwill is crucial for major energy companies seeking new opportunities to drill for oil.”

Oil companies must address issues like environmental impact and, naturally, the message is complicated as BP, the pioneer in this area, learned when news of their fatal refinery explosion and Alaskan oil spill butted up against their feel-good Beyond Petroleum campaign. In years ofrecord profits, the message must acknowledge current business realities (yes, we make money selling oil) and be managed in a manner that provides clear information and manages expectations (but here’s what we’re doing today to address the energy crisis). Trying to shift the burden, no matter how gently, to the consumer, assumes that we all have equal power in making these changes, which is, quite simply, false. While the ads are very well made, designed to tap into emotions around family and human potential, what a more genuine statement they would make if they put just some of the millions spent on it into developing alternative energy forms. Beautiful ads cannot avoid that conclusion, and the “people at the pump” are more than smart enough to come to it.

Why Do So Many Marketing Experts Have No Love For Dove?

Since Dove's Campaign for Real Beauty launched four years ago, its seems many in our industry have been waiting for the other shoe to drop. The shoe that signals that women really aren't about "real beauty" and we can all go back to the business of selling so-called miracle cures for any and every flaw that keeps women from achieving physical perfection. This week's Ad Age reported on a slow down in Dove's sales - following two years of double-digit growth - with the launch of the brand's Pro-Age line, which featured older, beautiful, yet flawed women, being pointed to as a possible culprit. One expert opinion cited in the article:

"Dove Pro-Age is a wonderful concept, a high concept. But people don't buy concepts. They buy products," said Suzanne Grayson, a longtime beauty-industry consultant.

She said the concept does appeal to many women, but embracing unvarnished aging when anti-aging products dominate skin care is risky. "What they're saying is that [the brand] is for people who are giving up," Ms. Grayson said.

So, this would lead us to believe that women either have unrealistic expectations of looking 18 when they are far from it or they are "giving up." First of all, there's a range of responses between those two points-of-view. Second, in viewing the Pro-Age campaign, its clearly about anything but giving up. Rather, it's about looking your best at the age that you are. In fact, beauty pressures, in addition to work and family pressures, are beginning to wear quite thin on women, who now self-report "happiness" at lower levels than their male counterparts according to this fascinating New York Times article.

Comparing Pro-Age's sales to Olay's - a brand established since the 1950's around youthful skin - is not quite apples to apples. Dove, for their part, is sticking by their commitment to the Real Beauty message. When asked by Ad Age about lagging sales their response was far from taking a short-term view

Unilever didn't dispute the numbers, but Stacie Bright, senior communications-marketing manager, accentuated the positive, noting that Dove is growing more than twice as fast as the body-wash category, led by Pro-Age and Dove Cream Oil launches, so it's gaining ground in the category that's gaining ground on bar soap.

"We see it as a very successful story," she said, adding that Dove remains "fully committed to the Campaign for Real Beauty." The brand is preparing to launch its next viral video Oct. 1, she said.

"We're incredibly thrilled," with Dove Pro-Age, Ms. Bright said. "This launch was incredibly ambitious. ... We have definitely met our objectives and exceeded share expectations."

Bucking the status quo often puts brands, and people, in the crosshairs of those who are far too comfortable preserving it. Sure, Dove will have to continue to innovate, as all brands will, but they're clearly showing women and young girls that they're in this for the long haul. They deeply understand their brand, and their customers. Do you?

Four Trends/Counter-trends/Microtrends To Take And Make Your Own

Part of our jobs - no, let me rephrase that - part of our mission at andHow is to cultivate an understanding of the larger trends that are happening in business, marketing, pop culture, media and social movements so we can bring a perspective to our clients that both takes into account what's going on right now as well as inform future opportunties. This offers a context for discussion. It is a means but never an end. The only way to get to the "end" is to deeply understand your own customers and where their perspectives line up, or don't, with some of these larger trends.

Below is a small sampling of some trends that are making an impact right now. How can these inform how you interact with your customers? Understand and speak to very different motivations for the same shopping behaviors? Craft the questions you include in your next survey? How you can create more opportunities for your customers to create a more personal experience with your brand and share the results with friends, anyone, you?

Two great articles in the New York Times highlight two new counter-movements happening in consumer markets:

Read here to discover how a new breed of do-it-yourselfers have turned one of the most generic brands around into the ultmate expression of personal style.

An affinity for Made in the USA products used to be a hallmark of, shall we say the "red" states. This article explains how recent recalls from China and a concern for energy usage associated with imports is compelling the far left to check the manufacturers label before they buy.

In a controversial new book, former Labor Secretary Robert Reich slams the new trend of corporate social responsibility, and the heavy marketing of CSR to consumers, as a way for corporations and the government to avoid making truly meaningful changes. The Economist has an analysis here

Last but not least, Mark J. Penn, CEO of Burston-Marsteller and orginator of the "soccer mom" moniker (ugh), has a new, and much more appealing, book out called Microtrends: The Small Forces Behind Tomorrow's Big Changes. In this Forbes article, he outlines why leveraging counter-trends can be so powerful for brands. Keep in mind that keeping up is key. One of Penn's top 10 Microtrends is the purchasing of second homes. Based on the 2005 data he cited it certainly makes sense but oh how far we've come...

Consider yourself caught up on some of the latest. Now do what many of your consumers are already doing - take it and make it your own.

Where The New Mommy Track Is Taking Women - And Why Corporate America Should Care

We've talked alot here about marketing consumer products and services to women, but there is another segment of the economy that needs to look at this complex demographic and adjust it's approach - corporate employers. A US News & World Report cover story, The New Mommy Track, hitting newsstands next week, delves into the many ways women are negotiating careers and motherhood on their own terms, including extended leaves, part-and flex-time options and starting their own businesses. Some companies, such as Best Buy, who has implemented a flex time program for all employees at it's corporate headquarters and PricewaterhouseCooper's whose Full Circle program allows select senior managers to take a couple year break without losing their spot on the partner track, are working to avoid the talent drain. But they are the minority. Most companies still remain in the 9-5 structured world with no formal programs in place to retain talented mothers, who don't want to sacrifice family for career but have plenty of brainpower available for the employer who approaches the situation creatively.

Why should they care? In addition to the fact that more women are earning bachelor's and master's degrees today than men, according to a recent Lifetime survey, the most popular goal among women ages 18 to 29 was to manage their own companies (47%) while becoming president of a major corporation was named by only 10%. It's unclear whether that's because they wouldn't be interested in the job, or they doubt they could dedicate their lives to the level necessary to climb the corporate ladder to the top. Either way, companies seeking to attract and retain educated talent must look at the convergence of these trends and create opportunities that begin to address the needs of the changing workforce.

The article offers lots of stats, examples and sidebars. A fascinating read.

She Works Hard for the Money...So You Better Treat Her Right: Gen Y Metro Women Surpassing Men in Salary; Financial Services Co's Still Not Connecting With Female Consumers

Today's New York Times reports that women in their twenties who live in major metropolitan markets are outearning men in a variety of occupations - in Dallas by as much as 120%. Some theories put forth behind this major sociological shift are that women are gaining college and graduate school degrees at a higher rate than men and starting careers earlier in anticipation of having to slow those careers down later when they marry and have children. Likely there are a variety of factors at play, but clearly this is no short-term trend, particularly with the widening gap between the genders in higher education, a key to most of the better paying jobs. Product and service companies MUST adapt to this shift in order for their business growth to keep pace with this market evolution and its impact on consumer choices and decision factors. With all the data from this study, the reasons offered behind the shift were rooted in theory vs. fact. However, when it comes to why and how these young women will connect with your brand, relying on theory won't be enough. Priority number one? Find out.

During the same week a study was released by Oxygen called "Girls Just Wanna Have Funds," about women's response (or lack thereof) to financial services ads. Some highlights from the article in Ad Age: Ninety-four percent felt financial services ads didn't target them, yet 62% consider themselves the financial head of their household. In the midst of this data that reflects an opportunity the financial services industry should take very seriously, were two "cheeky" questions that (loosely translated) revealed women would prefer "big financial assets" to a big posterior and a financial makeover to a beauty makeover. We get that humor is part of the Oxygen brand but can you imagine the same kinds of questions being asked of men? Instead of taking the opportunity to dig deeper and learn what are key motivators and needs around financial services, Oxygen kept things superficial comparing financial concerns to beauty concerns. It, unnecessarily in our opinion, undercuts a message that might open the door for Oxygen to connect with more financial services companies and partner with them in developing something really groundbreaking, and relevant.

From Harvard to Capital Hill - Women Tapped To Lead

We tend to keep our posts strictly to marketing topics but often it's important to view the bigger societal picture to understand the varied and complex factors that define today's women's markets.  Increasingly women are stepping into leadership roles that have long been the dominion of men and how that will shape the future of our country and coming generations of women is something marketers should keep in mind as stereotyping and one-size-fits-all messages become increasingly irrelevant.

In addition to the historic appointment of the first female Speaker of the House and Hilary Clinton making her bid for the nation's highest office, Harvard University has announced that it plans to appoint the first female president in the institution's 371-year history.  Today's New York Times (reg. required) reports that Drew Gilpin Faust (pictured left) will take over where Lawrence H. Summers, who resigned amid faculty discontent a year ago, left off.  You may recall Summers infamous remark that women had less intrinsic aptitude for math and science than men, which (in his mind) explained why there were less women in leadership roles in math and science and which (in our minds) makes Faust's appointment that much sweeter.

photo credit:Tony Rinaldo, Harvard University via Associated Press