Slideshow Transcript

1. Slide 1: “NEW” MARKETS.
2. Slide 2: E-nor-mous Stra-te -gic pp-or-tun-ity
3. Slide 3: wome n. BOOMERS. GEEZERS.
4. Slide 4: Amazon Reviewer: “‘Trends’ [TP- MB book] is old news!” (1 of 5 stars) “Repeating it doesn’t make it TP: It ain’t o ld if it ‘old.’ hasn’t be e n imple me nte d !”
5. Slide 5: What the hell do I have to do to make my point? Tom Peters/10.10.2006
6. Slide 6: The Copenhagen (Self) Pact re “This Topic”: *Early! *Loud! *Re pe titive ! *Aggre s s ive ! *Un friendly!/rude !/ ins ulting!
7. Slide 7: Objections Don’t believe the DATA Don’t believe the ENORMITY of the opportunity Don’t believe the UBIQUITY of the opportunity Think they “GET IT” S e e it as an “Initiative ” Flies in the face of CONVENTIONAL MARKETING WISDOM Don’t see it as … THE ESSENCE OF STRATEGIC POSITIONING Fail to understand-TAKE FULL ADVANTAGE “Everything must be changed” (It’s a “Culture” issue) Look at it analytically; miss the need for OBSESSION Subconsciously threatened!!?? Occasion to make JOKES
8. Slide 8: wome n. OOMER .
9. Slide 9: “EXCELLENCE.” AARGH.
10. Slide 10: 2005
11. Slide 11: Good Thinking, Guys! “Kodak Sharpens Digital Focus On Its Best Customers: Wo me n”
12. Slide 12: EXCELLENCE. DUH.
13. Slide 13: “To be a leader in consumer products, it’s critical to have leaders who represent the population we serve.” —Steve Reinemund/PepsiCo
14. Slide 14: wome n. OOMER .
15. Slide 15: Men Just Say No. No
16. Slide 16: “Forget China , India and the Inte rne t: Economic Growth Is Driven by Wo me n .” —Headline, Economist, April 15, 2006, Leader, page 14
17. Slide 17: Women’s Trifecta+ *Buy *We alth *Le ad +ECLIPSE OF MALES
18. Slide 18: Not Just America … “Boys Falling Se ve n Ye ars Be hind Girls at GCSE Le ve l” —headline, Weekly Telegraph, UK, 10.25.06
19. Slide 19: Girls Again Outs hine Boys In CBSE Clas s 12 Exams Source: Headline, Dateline Ne w De lhi (0526.2007; Khaleej Times)
20. Slide 20: “Admitte dly Une qual: Many c o lle g e s are re je c ting wo me n at rate s dras tic ally hig he r than tho s e fo r me n” (Title) “Ke e ping a balanc e re quire s a thumb o n the s c ale in favo r o f bo ys ” (pull quote) Source: USN&WR, 0625.07 (E.g . William and Mary: 26% g irls , 44% bo ys )
21. Slide 21: Fred Reichheld’s The U ltimate Que stio n : Customer satisfaction is best measured* by one simple “how like ly are question, you to re c omme nd ______ to a frie nd?” * “Ne t P romote r S c ore ”
22. Slide 22: “Girls are the new boys.” Source: The Daily Mail, 0425.2007, “Why today’s women want a girl”
23. Slide 23: New World, New “Girl Power”? “Not long ago I was talking with a group of girls at Greenfield High, in northern New Jersey, about Mary Pipher’s bestselling book, Reviving Ophelia. … The girls’ reaction to Ophelia was one of confusion. They disagreed with the book’s premise—that girls are robbed of vitality and self-esteem as they enter adolescence. According to Pipher, our sexist society causes girls ‘to stifle their creative spirit and natural impulses, which ultimately destroys their self-esteem.’ ‘Who are the girls in this book?’ asked Sarah, a Greenfield sophomore. ‘I mean, I feel sorry for them, but they’re pretty much losers. We’re not at all like them.’ From what I could see, she was right. The girls I met were vital. They appeared more confident than many of the boys. They had not ‘lost their voice.’ … They neither feared competition from boys nor the consequences of out-performing them.” —Dan Kindlon, Alpha Girls
24. Slide 24: “Women are the majority market” —Fara Warner/The Power of the Purse
25. Slide 25: ????????? Home Furnishings … 94% Vacations … 92% (Adventure Travel … 70%/ $55B travel equipment) Houses … 91% D.I.Y. (major “home projects”) … 80% Consumer Electronics … 51% (66% home computers) Cars … 68% (90%) All consumer purchases … 83% Bank Account … 89% Household investment decisions … 67% Small business loans/biz starts … 70% Health Care … 80%
26. Slide 26: ???? 80%
27. Slide 27: Riding Lawnmowers
28. Slide 28: 1970-1998 Men’s median income: +0.6% + 63% Women’s median income: Source: Martha Barletta, Marketing to Women
29. Slide 29: Women Household spending: 80% Investment decisions: 53% Home improvement purchase decisions: 80% New cars: 60%+ Computers: 60% Managers and professionals, overall: 51% New businesses started: 70%* (*Women-owned 70% businesses as a share of all new businesses: Employee growth, 3X; Sales growth, 4X.) Source: Marti Barletta, PrimeTime Women (2007)
30. Slide 30: 91 % wome n: “ADVERTISERS DON ’T U N DERSTAN D U S.” (58% “ANNOYED.”) Source: Greenfield Online for Arnold’s Women’s Insight Team (Martha Barletta, Marketing to Women)
31. Slide 31: USA/F.Stats: Short ’n (Very) Sweet >50% of stock ownership, $13T total wealth (2X in 15 years) >$7T consumer & biz spending (>50% GDP; > Japan GDP); >80% consumer spdg (Consumer = 70% all spdg) 57% BA degrees (2002); = ed & social strata, no wage gap 60% Internet users; >50% primary users of electronic equipment >50% biz trips WimBiz: Employees > F500; 10M+: 33% all US Biz Pay from 62% in 1980 to 80% today; equal if education, social status, etc are equal 60% work; 46M (divorced, widowed, never married) Source: Fara Warner, The Power of the Purse
32. Slide 32: Women > 50% of Household Income in >50% of households. In 48% of the 55% of households/married couples, women provide >50% of income. 27% of households are headed by a single female. 75% of married female execs with the rank of VP or above out earn their spouse. Women control 51% of private wealth in the U.S.; head 40% of households with >$600K assets; 47% of market investors are women. Major Credit Union: pre Y2K, modal customer was 53-year-old family man; today, 46-year-old single working woman. Commercial: 51% purchasing managers are women. Women make >80% consumer purchases; businesswomen make >90% of household purchasing decisions. Women: 70% of travel decisions; purchase 57% of consumer electronics; write 80% of personal checks; purchase >50% of cars (primary influence >80%). Source: Don’t Think Pink: What Really Makes Women Buy—and How to Increase Your Share of This Crucial Market, Lisa Johnson & Andrea Learned
33. Slide 33: Interne t us e rs : 60%* *“manage their lives and the lives of their families” — Kelley Mooney, president, Resource Interactive Source: Fara Warner, The Power of the Purse
34. Slide 34: The “91% Factor”! More than 9 in 10 women age 35 - 49 say they either make or at least equally influence their household purchases of home electronics. Source: Andrea Learned, co-author, Don’t Think Pink
35. Slide 35: “The mo st signif icant variable in e ve ry sales situation is the ge nde r of the buyer, and more importantly, how the salesperson communicates to the buyer’s gender.” —Jeffery Tobias Halter, Selling to Men, Selling to Women
36. Slide 36: A Wo rld o f Diffe re nc e Build Sales and S hare by Tapping into the Buying Power of Wome n Martha T r e n d S i g h t™ Barle tta Auth or, Marke ting to Wo me n P owe re d b y Mic ros oft Offic e ® Live Me e ting P re s ide nt & C E O, Th e Tre ndS ig h t G roup
37. Slide 37: Th e P e rfe c t Ans we r J ill a nd J a c k b u y s la c ks in b la c k…
38. Slide 39: “Men seem like loose cannons. Men always move faster through a store’s aisles. Men spend less time looking. They usually don’t like asking where things are. You’ll see a man move impatiently through a store to the section he wants, pick something up, and then, almost abruptly he’s ready to buy. For a man, ignoring the price tag is almost a sign of virility.” —Paco Underhill, Why We Buy* (*Buy this book!)
39. Slide 40: “She knows more about the [Volvo] than the salesman who greets her at the door. But how is she treated? As if she has a lo w IQ , is slightly hard o f he aring , and really has no right to be buying a luxury car; and if she brought a male friend with her, odds are 10:1 that the clueless salesperson spent most of his time spe aking to him .” —Selling to Men, Selling to Women, Jeffery Tobias Halter
40. Slide 42: “Wo me n do n’t buy The y brands. jo in the m .” EVEolution
41. Slide 43: Selling to men: The TRANS ACTION Mo de l Selling to Women: The RELATIONAL Mo de l Source: Selling to Men, Selling to Women, Jeffery Tobias Halter
42. Slide 44: Editorial/Men: Tables, rankings.* Editorial/Women: Narratives that cohere.* *Redwood (UK)
43. Slide 45: FemaleThink/ Popcorn & Marigold “Men and women don’t think the same way, don’t communicate the same way, don’t buy for the same reasons.” “He simply wants the transaction to take place. She’s interested in creating a relationship. Every place women go, they make connections.”
44. Slide 46: Purchasing Patterns Women: Harder to convince; more loyal once convinced. Men: Snap decision; fickle. Source: Martha Barletta, Marketing to Women
45. Slide 47: How Many Gigs You Got, Man? “Hard to believe … Different criteria” “Every research study we’ve done indicates that women really care about the relationship with their vendor.” Robin Sternbergh/ IBM
46. Slide 48: EVEolution: Truth No. 1 Co nne cting Yo ur Fe male Co nsume rs to Each Othe r Co nne cts The m to Yo ur Brand
47. Slide 49: “The ‘Connection Proclivity’ in women starts early. When asked, ‘How was school today?’ a girl usually tells her mother every detail of what happened, while a boy might grunt, ‘Fine.’ ” EVEolution
48. Slide 50: Carol Gilligan/ In a Different Voice Men: Get away from authority, family Women: Co nne c t Men: Self-oriented Women: Othe r-o rie nte d Men: Rights Women: Re s po ns ibilitie s
49. Slide 51: Age 3 “People powered”: days , baby girls 2X e ye c ontac t. Source: Martha Barletta, Marketing to Women
50. Slide 52: “Women speak and hear a language of connection and intimacy, and men speak and hear a language of status and independence. Men communicate to obtain information, establish their status, and show independence. Women communicate to create relationships, encourage interaction, and exchange feelings.” —Judy Rosener, America’s Competitive Secret
51. Slide 53: “When a woman is upset, she talks emotionally to her friends; but an upset man rebuilds a motor or fixes a leaking tap.” Barbara & Allan Pease, Why Men Don’t Listen & Women Can’t Read Maps
52. Slide 54: Stress* ** Men: Fight or flee Women: Seek the company of friends *Source: UCLA, “Female Response to Stress: Tend and Befriend, Not Fight or Flight”/ Psychological Review **90% of stress research: men
53. Slide 55: Men: Individual perspective. “Core unit is ‘me.’ ” Pride in self-reliance. Women: Group perspective. “Core unit is ‘we.’ ” Pride in team accomplishment. Source: Martha Barletta, Marketing to Women
54. Slide 56: “The Hollywood scripts that men write tend to be direct and linear, while women’s compositions have many conflicts, many climaxes, and many endings.” Helen Fisher, The First Sex: The Natural Talents of Women and How They Are Changing the World
55. Slide 57: “A woman can effortlessly speak 6,000 to 8,000 words a day, use an additional 2,000-3,000 vocal sounds and 8,000- 10,000 gestures and body signals. A man utters 2,000-4,00 words, 1,000- 2,000 vocal sounds and makes 2,000- 3,000 body language signals. In other words, women communicate three times more than men.” — Barbara and Allan Pease (from Selling to Men, Selling to Women, Jeffery Tobias Halter)
56. Slide 58: We e k #8: te s tos te rone time !* ! *Louann Brizendine, Neuropsychiatrist, The Female Brain. Week #8/Testosterone surge kills: communication cells; grows: sex & aggression cells. Also/E.g.: 10X to 20X, F eye contact/look for emotional signals by 3 months. Later: F, more sentences that begin with “Let’s …”; more likely to take turns
57. Slide 59: 21 2.6 vs .
58. Slide 60: 75% s witc h financ ial advis o rs within 3 ye ars o f wido who o d Source: Eileen McDonnell, The American College
59. Slide 61: Adde nda: Vive La diffe re nc e !
60. Slide 62: “Resting” State: 30%, 90%: “A woman knows her children’s friends, hopes, dreams, romances, secret fears, what they are thinking, how they are feeling. Men are vaguely aware of some short people also living in the house.” Barbara & Allan Pease, Why Men Don’t Listen & Women Can’t Read Maps
61. Slide 63: “As a hunter, a man needed vision that would allow him to zero in on targets in the distance … whereas a woman needed eyes to allow a wide arc of vision so that she could monitor any predators sneaking up on the nest. This is why modern men can find their way effortlessly to a distant pub, but can never find things in fridges, cupboards or drawers.” Barbara & Allan Pease, Why Men Don’t Listen & Women Can’t Read Maps
62. Slide 64: “Female hearing advantage contributes significantly to what is called ‘women’s intuition’ and is one of the reasons why a woman can read between the lines of what Men, however, people say. shouldn’t despair. They are excellent at imitating animal sounds.” Barbara & Allan Pease, Why Men Don’t Listen & Women Can’t Read Maps
63. Slide 65: “One good thing about being a man is that men don’t have to talk to each other.”—Peter Cocotas
64. Slide 66: Senses Vision: Men, focused; Women, peripheral. Hearing: Women’s discomfort level I/2 men’s. Smell: Women >> Men. Touch: Most sensitive man < Least sensitive women. Source: Martha Barletta, Marketing to Women
65. Slide 67: Ho w many me n do e s it take to change a ro ll o f to ile t pape r? It’s unkno w n. It’s ne ve r happe ne d. Source: Allan Pease & Barbara Pease, Why Men Can Only Do One Thing at a Time and Women Never Stop Talking
66. Slide 68: Adde nda e nds
67. Slide 69: “ Wo me n co me o ut be tte r o n almo st e ve ry co unt as inve sto rs … They are less likely to hold a losing investment too long, and less likely to wait too long to sell a winner; they’re also less likely to put too much money into a single investment or to buy a reputedly hot stock without doing sufficient research.” Source: The Merrill report: “When It Comes to Investing, Gender A Strong Influence on Behavior.”/Atlantic
68. Slide 70: Value Line: Top State* Investment Clubs 8 … All male 19 … Coed 22 … All FEMALE * VT & Maine not included; D.C. included
69. Slide 71: Women and Financial Advisors Women want ... — a plan — to be listened to — to read about it and think about it Women do not want ... — a high-pressure sales pitch Source: Kathleen Boyd, SVP, Wheat First Butcher Singer (now part of Wachovia Securities)
70. Slide 72: Women as Healthcare Decision Makers — read vociferously — want choices — value convenience — look for small signs of sensitivity (gowns that close) Source: Cheryl Stone, Rynne Marketing Group
71. Slide 73: Women and Healthcare — Women are more dissatisfied — Women are frustrated by the way they are treated and spoken to by physicians — Women seek more information — Women are more pressed for time — Women make most healthcare decisions and purchases Source: Patricia Braus, Marketing Health Care to Women
72. Slide 74: Discover, by accident, “blue ocean” [women’s financial needs]! Ignore your [Dean Witter] boss! Sell 750,000 copies of your latest book to Wells Fargo Home Mortgage! Source: the David Bach story, including Smart Women Finish Rich, per IBD (01.08.07)
73. Slide 75: 1. Men and women are different. 2. Very different. 3. VERY, VERY DIFFERENT. 4. Women & Men have a-b-s-o-l-u-t-e-l-y nothing in common. 5. Women buy lotsa stuff. 6. WOMEN BUY A-L-L THE STUFF. 7. Women’s Market = Opportunity No. 1. 8. Men are (STILL) in charge. 9. MEN ARE … TOTALLY, HOPELES S LY CLUELES S ABOUT WOMEN.
74. Slide 76: 10. Wo me n’s Marke t = Oppo rtunity No . 1.
75. Slide 77: P-l-e-a-s-e Read … Fara Warner: The Power of the Purse
76. Slide 78: Cases! Cases! Cases! McDonald’s (“mom-centered” to “majority consumer”; not via kids) Home Depot (“Do it [everything!] Herself”) P&G (more than “house cleaner”) DeBeers (“right-hand rings”/$4B) AXA Financial Kodak (women = “emotional centers of the household”) Nike (> jock endorsements; new def sports; majority consumer) Avon Bratz (young girls want “friends,” not a blond stereotype) Source: Fara Warner/The Power of the Purse
77. Slide 79: “Mostly Moms” “Women were either ignored in favor of focusing on men— generally considered the industry’s most frequent users and therefore its most important consumers—or they were cast in the role of moms who were simply conduits to their children.” —Fara Warner, The Power of the Purse, “From Minority to Majority: McDonald’s Discovers the Woman Inside the Mom”
78. Slide 80: “We simply had stopped being relevant to
79. Slide 81: “ McDonald’s shifted its strategy toward women from one of ‘minority’ consumers who served as a conduit to the important children’s market to one in which women are the company’s majority consumers and the main driver behind menu and promotion innovation .” —Fara Warner, The Power of the Purse, “From Minority to Majority: McDonald’s Discovers the Woman Inside the Mom”
80. Slide 82: “In Dove Ads, Normal Is the New Beautiful” —Headline, Advertising Age
81. Slide 83: “Dove’s Campaign Ads Are Raging Success Because They Are Aspirational, But Doable”* —Dr Joyce Brothers, Advertising Age article-headline *Unilever: “For too long beauty has been defined by narrow, unattainable stereotypes. It’s time to change all that … because real beauty comes in many shapes, sizes, colors, and ages.” Dr Brothers: “everyday people” “The disconnect between the Barbie-esque model and the average woman begins to fade.” “looks” vs “beauty”
82. Slide 84: “Unilever brand Dove’s use of six generously proportioned ‘real women’ to promote its skin-firming preparations must qualify as one of the most talked-about marketing decisions taken this summer. It was also one of the most successful: Since the campaign 700 broke, sales of the firming lotion have gone up percent in the UK, 300 percent in Germany and 220 percent in the Netherlands.” —Financial Times
83. Slide 85: EXCELLENCE. OPPORTUNITY. WOMEN. BUSINESS. OWNERS.
84. Slide 86: 0.6
85. Slide 87: “The growth and success of women- owned businesses is one of the most profound changes taking place in the business world today.” —Margaret Heffernan, How She Does It
86. Slide 88: U.S. firms owned or controlled by Women: 10.6 million (48% of all firms) Growth rate of Women-owned firms vs all firms: 3X Rate of jobs created by Women-owned firms vs all firms: 2X Ratio of total payroll of Women-owned firms vs total for Fortune500 firms: >1.0 Ratio of likelihood of Women-owned firms staying in business vs all firms: >1.0 Growth rate of Women-owned companies with revenues of >$1,000,000 and >100 employees vs all firms: 2X Source: Margaret Heffernan, How She Does It
87. Slide 89: Women-owned Biz U.S. employees > F500 employees worldwide Source: Martha Barletta, Marketing to Women
88. Slide 90: Not a Morality Play “It is critical that we all understand that IBM is not marketing to women entrepreneurs because it is the thing to do, or even the right thing to do. We’re marketing to women entrepreneurs because it is a huge opportunity.” — Cherie Piebes
89. Slide 91: 94 % o f lo ans to … women * * Microlending; “Banker to the poor”; Grameen Bank; Muhammad Yunus; 2006 Nobel Peace Prize winner
90. Slide 92: PrimeTime Women: How to Win the Hearts, Minds and Business of Boomer Big Spenders —Marti Barletta How She Does It: How Women Entrepreneurs Are Changing the Rules of Business Success. —Margaret Heffernan
91. Slide 93: WOMEN. DOMINATE. ECONOMIC. GROWTH.
92. Slide 94: “Forget China , India and the Inte rne t: Economic Growth Is Driven by Wo me n .” —Headline, Economist, April 15, 2006, Leader, page 14
93. Slide 95: “Sinc e 1970 , wome n have he ld two out of e ve ry thre e ne w jobs c re ate d.” —FT, 10.03.2006
94. Slide 96: “Forget China, India and the Internet: Economic Growth Is Driven b y Women .” [Headline.] “Even today in the modern, developed world, surveys show that parents still prefer to have a boy rather than a girl. One longstanding reason boys have been seen as a greater blessing has been that they are expected to become better economic providers for their parents’ old age. Yet it is time for parents to think again. Girls may no w be a be tte r inve stme nt.” “Girls get better grades in school than boys, and in most developed countries more women than men go to university. Wo me n will thus be be tte r e quippe d f o r the ne w jo bs o f the 21st ce ntury, in which brains co unt a lo t mo re than brawn . … And women are more likely to provide sound advice on investing their parents’ nest—e.g.: surveys show that women consistently achieve higher financial returns than men do. Furthermore, the increase in female employment in the rich world has been the main driving force of growth in the last couple of decades. Tho se wo me n have co ntribute d mo re to glo bal GDP gro wth than have e ithe r ne w te chno lo gy o r the ne w giants, India and China.” Source: Economist, April 15, Leader, page 14 Economist
95. Slide 97: “A Guide to Womenomics: The Continuing on page 73: Future of the World Economy Lies Increasin gly in Female Hands.” (Headline.) More stats: Around the globe since 1980, women have filled “two new jobs for everyone taken by a man.” “Women are becoming more important in the global marketplace not just as workers, but also as consumers, entrepreneurs, managers and investors.” Re co nsumptio n, Go ldman Sachs in To kyo has de ve lo pe d an inde x o f 115 co mpanie s po ise d to be ne f it f ro m wo me n’s incre ase d purchasing po we r; o ve r the past de cade the value o f share s in “Go ldman’s baske t has rise n by 96% , against the To kyo sto ckmarke t’s rise o f 13%.” A couple of final assertions: (1) It is now agreed that “the single best investment that can be made in the developing world” is educating girls. (2) Also, surprisingly, nations with the highest female laborforce participation rates, such as Sweden and the U.S., have the highest fertility rates; and those with the lowest participation rates, such as Italy and Germany, have the lowest fertility rates. Source: Economist, April 15, page 73
96. Slide 98: “Goldman Sachs in Tokyo has Repeat: developed an index of 115 companies poised to benefit f rom women’s increased purchasing power; over the past decade the value of shares in Goldman’s basket has risen by 96% , against the Tokyo stockmarket’s rise of 13% —Economist, April 15 .”
97. Slide 99: Q: No. 1 c ontributor to de ve loping c o untry e c onomic impro ve me nt? A: More e duc atio n fo r wo me n. Source: Many* (*On a related note, eBay founder Pierre Omidyar and his wife just gave $100M to Tufts—its biggest gift ever—to support micro-lending; women typically are the recipients of 90% of micro-loans because they use the $$$ more productively than men.)
98. Slide 100: 10 UNASSAILABLE REASONS WOMEN RULE Women make [all] the financial decisions. Women control [all] the wealth. Women [substantially] outlive men. Women start most of the new businesses. Women’s work force participation rates have soared worldwide. Women are closing in on “same pay for same job.” Women are penetrating senior ranks rapidly [even if the pace is slow for the corner office per se]. Women’s leadership strengths are exceptionally well aligned with new organizational effectiveness & value-added imperatives. Women are better salespersons than men. Women buy [almost] everything—commercial as well as consumer goods. S o what e xac tly is … the po int o f me n ?
99. Slide 101: “One thing is certain: Women’s rise to power, which is linked to the increase in wealth per capita, is happening in all domains and at all levels of society. Women are no longer content to provide efficient labor or to be consumers with rising budgets and more autonomy to spend. … This is just the beginning. The phenomenon will only grow as girls prove to be more successful than boys in the school For a number of observers, we system. have already entered the age of ‘womenomics,’ the economy as thought out and practiced by a woman.” —Aude Zieseniss de Thuin, Financial Times, 10.03.2006
100. Slide 102: 10.6M 94%
101. Slide 103: COROLLARY. EXCELLENCE. WOMEN. RULE.
102. Slide 104: “ AS LEADERS, WOMEN RU LE: New Studies find that female managers outshine their male counterparts in almost every measure”
103. Slide 105: Lawrence A. Pfaff & Assoc. — 2 Years, 941 mgrs (672M, 269F); 360º feedback — Women: 20 of 20; 15 of 20 with statistical significance, incl. decisiveness, planning, setting stds.) — “Men are not rated significantly higher by any of the raters in any of the areas measured.” (LP)
104. Slide 106: “On average, women and men possess a number of different innate skills. And current trends suggest that many sectors of the twenty-first- century economic community are going to need the natural talents of women.” —Helen Fisher, The First Sex: The Natural Talents of Women and How They Are Changing the World
105. Slide 107: Women’s Strengths Match New Economy Imperatives: Link [rather than rank] workers; favor interactive-collaborative leadership style [empowerment beats top-down decision making]; sustain fruitful collaborations; comfortable with sharing information; see redistribution of power as victory, not surrender; favor multi-dimensional feedback; value technical & interpersonal skills, individual & group contributions equally; readily accept ambiguity; honor intuition as well as pure “rationality”; inherently flexible; appreciate cultural diversity. —Judy B. Rosener, diversity America’s Competitive Secret: Women Managers
106. Slide 108: “Investors are looking more and more for a relationship with their financial advisers. They want someone they can trust, someone who listens. In my experience, in general, women may be better at these relationship- building skills than are men.” — Hardwick Simmons, CEO, Prudential Securities
107. Slide 109: Work’s Rewards F: Relationships, respect, self- realization. M: Title, salary, power. (“In all my research with men, I’ve never once heard a mention about the importance of relationships.”) Source: Susan Rice, former Director of Communications, BBDO Europe (from “A Dignified Woman”)
108. Slide 110: “[Women] see power in terms of influence, not rank.” —Fortune
109. Slide 111: “Thank you” 17 Men: 8 4 Women: 19
110. Slide 112: “Guys want to put everybody in their hierarchical place. Like, should I have more respect for you, or are you somebody that’s south of me?” —Paul Biondi, Mercer Consultants [from It’s Not Business, It’s Personal, Ronna Lichtenberg]
111. Slide 113: New World, New “Girl Power”? “Not long ago I was talking with a group of girls at Greenfield High, in northern New Jersey, about Mary Pipher’s bestselling book, Reviving Ophelia. … The girls’ reaction to Ophelia was one of confusion. They disagreed with the book’s premise—that girls are robbed of vitality and self-esteem as they enter adolescence. According to Pipher, our sexist society causes girls ‘to stifle their creative spirit and natural impulses, which ultimately destroys their self-esteem.’ ‘Who are the girls in this book?’ asked Sarah, a Greenfield sophomore. ‘I mean, I feel sorry for them, but they’re pretty much losers. We’re not at all like them.’ From what I could see, she was right. The girls I met were vital. They appeared more confident than many of the boys. They had not ‘lost their voice.’ … They neither feared competition from boys nor the consequences of out-performing them.” —Dan Kindlon, Alpha Girls
112. Slide 114: Women’s Negotiating Strengths *Ability to put themselves in their counterparties’ shoes *Comprehensive, attentive and detailed communication style *Empathy that facilitates trust-building *Curious and attentive listening *Less competitive attitude *Strong sense of fairness and ability to persuade *Proactive risk manager *Collaborative decision-making Source: Horacio Falcao, Cover story/May 2006, World Business, “Say It Like a Woman: Why the 21st-century negotiator will need the female touch”
113. Slide 115: Degree Gap* Wom:Men/Bachelor’s … 2000: 133; 2010: 142 Wom:Men/Master’s … 2000: 138; 2010: 151 * Whites, Blacks, Hispanics, Asians, Native Americans Source: The New Gender Gap/BusWeek/05.26.2003
114. Slide 116: “THE NEW GENDER GAP: From kinder- garten to grad school, boys are becoming the second sex” —Cover story, BusinessWeek
115. Slide 117: Girls education #1: Yields highest return on investment in developing world* *better nutrition for family. Better kids’ education. Better health. Higher family income. Lower birth rate. Etc. Source: Larry Summers, as reported in “The Payoff From Women’s Rights,” Isobel Coleman, Foreign Affairs/May- June 2004
116. Slide 118: “Are me n o bs o le te ? ” —Headline, USN&WR
117. Slide 119: New (4 of 7) Value-added “Ladder”: Plays to Women’s Inherent Strengths! Lovemark/F Dreams Come True/F Spellbinding Experiences/F Gamechanging Solutions/F Services/F Goods/M Raw Materials/M
118. Slide 120: “TAKE THIS QUICK QUIZ: Who manages more things QUIZ at once? Who puts more effort into their appearance? Who usually takes care of the details? Who finds it easier to meet new people? Who asks more questions in a conversation? Who is a better listener? Who has more interest in communication skills? Who is more inclined to get involved? Who encourages harmony and agreement? Who has better intuition? Who works with a longer ‘to do’ list? Who enjoys a recap to the day’s events? Who is better at keeping in touch with others?” Source: Selling Is a Woman’s Game: 15 Powerful Reasons Why Women Can Outsell Men, Nicki Joy & Susan Kane-Benson
119. Slide 121: “Society is based on male standards with women seen as anomalies deviating from the male norm.” — Bi Puvaneu, Institute for Future Studies (Stockholm)
120. Slide 122: The Core Argument: Women [Ought to] Rule! 1. We are in a War for Talent. 2. The war will intensify. 3. There is a severe shortage of effective leaders at all levels. 4. Women are under-represented in our leadership ranks at or near the top. 5. Women and men are different; “new science” reinforces this view. 6. Women’s strengths match the New Economy’s leadership needs—to a striking degree. 7. Women are also the principal purchasers of goods and services—retail and commercial. 8. Erg o , wo me n are a large part of “the ans we r” to the War fo r Talent/le aders hip s hortag e hortage is s ue /o ppo rtunity.
121. Slide 123: “Co mpany fo rme d in KS A to [Kingdom of Saudi Arabia] bo o s t wo me n’s ro le in c o rpo rate wo rld” —headline, Khaleej Times (UAE), 0526.07 (formed by Prince Khalid bin Alwaleed—50% women in leadership roles in his company)
122. Slide 124: “Winning the Talent War for Women: Sometimes It Takes a Revolution” —Douglas McCracken, HBR, Article title
123. Slide 125: “Deloitte was doing a great job of hiring high- performing women; in fact, women often earned higher performance ratings than men in their first years with the firm. Yet the percentage of women decreased with step up the career ladder. … Most women weren’t leaving to raise families; they had weighed their options in Deloitte’s male-dominated culture and found them wanting. Many, dissatisfied with a culture they perceived as endemic to professional service firms, switched professions.” —D ouglas McCracken, “Winning the Talent War for Women” [HBR]
124. Slide 126: “The process of assigning plum accounts was largely unexamined. … Male partners made assumptions: ‘I wouldn’t put her on that kind of company because it’s a tough manufacturing environment.’ ‘That client is difficult to deal with.’ ‘Travel puts too much pressure on women.’ ” Source: Douglas McCracken, “Winning the Talent War for Women” [HBR]
125. Slide 127: !!!!!!!!!!!!!!! 14 168 * to *Leadership Positions/D&T/1992-2002/WIAR
126. Slide 128: OOMER .
127. Slide 129: !!!!!!!!!!!!!!!!! “Pe o ple turning 50 to day have mo re than half o f the ir adult life ahe ad o f the m.” —Bill Novelli, 50+: Igniting a Revolution to Reinvent America
128. Slide 130: 20 $14,000,000,000,000- $25,000,000,000,000
129. Slide 131: /13
130. Slide 132: OOMER .
131. Slide 133: Subject: Marketers & Stupidity “ It’s 18- 44, stupid!”
132. Slide 134: Subject: Marketers & Stupidity “18- 44 Or is it: is stupid, stupid!”
133. Slide 135: Subject: Marketers & Stupidity “18-44 Or is it: is stupid, stupid!”
134. Slide 136: 2000-2010 Stats 18-44: -1% 55+: +21% +47%) (55-64:
135. Slide 137: !!!!!!!!!!!!!!!!! “Pe o ple turning 50 to day have mo re than half o f the ir adult life ahe ad o f the m.” —Bill Novelli, 50+: Igniting a Revolution to Reinvent America
136. Slide 138: BOOMERS . GEEZERS . MONEY. ALL. NOW.
137. Slide 139: We are the Aussies & Kiwis & Americans & Canadians. We are the Western Europeans & Japanese . We are the f astest growing, the biggest , the wealthiest , the boldest , the mo s t (ye s ) ambitiou s , the mo s t experimental & exploratory, the mo s t diff erent , the mo s t indulgent , the mo s t diff icult & demanding, the mo s t service & experience obsessed , the mo s t vigorous, (the least vig o ro us ,) the mo s t health conscious, the mo s t female , the mo s t pro fo undly impo rtant c o mme rc ial marke t in the his to ry o f the wo rld—and we will be the Ce nte r o f yo ur unive rs e fo r the ne xt twenty- five years. We have arrive d!
138. Slide 141: S e e me . Watc h me . re s pe c t me . S uc k up to me . S e rve me . Lo ve me . Lo ve my lo ng e vity. Lo ve my m-o -n-e -y.
139. Slide 142: E liz a b e th C a dy S ta nton (m ore or le s s ) (c irc a 0 331 .200 7)
140. Slide 143: S e e “he r.” Watc h he r. re s pe c t he r. Be o bs e quio us to he r. S e rve he r. Lo ve he r. Lo ve he r lo ng lo ng e vity. Lo ve he r m-o -n-e -y. (whic h is damn ne ar a-l-l the mo n-$$$$$$ .)
141. Slide 144: Boomers’-Geezers’-Women’s Trifecta+ *Buy/all *We alth/all *time le ft/ lo ts *Ec lips e o f male s /re tire -die
142. Slide 145: Average # of cars purchased per 13 household, “lifetime”: Average # of cars bought per household after the “head of household” reaches 7 age 50: Source: Marti Barletta, PrimeTime Women
143. Slide 146: Median Household Net Worth <35: $7K 35-44: $44K 45-54: $83K 55-64: $112K 65-69: $114K 70-74: $120K >74: $100K Source: U.S. Census
144. Slide 147: BoomerBucks! Boomer turns 50: every 7 seconds. 2009: majority of U.S. households headed by someone over 50. 2006- 2016: U.S. population up 22.9 million; 22.1 million in over-50 group. 2006: 1 in 5 adults is F, over 50. Women between 50-70 who are single: 35%. Age 45- 54: highest average income, $59, 021 (national average is $42,209). FASTEST GROWING INCOME CATEGORY: WOMEN, 55-64 (4X men in same category). Women, age 60-64: 50% still in workforce. Highest net worth: families, 55-64 ($182,000). People over 50: 70% to 79% of all financial assets; 80% of all savings accounts; 62% of all large Wall Street asset accounts; 66% of $$ invested in the stock market. Age 50+: 29% of population, 40% of total consumer spending, 50% of discretionary spending. Next 2 decades: BOOMERS WILL INHERIT $14 TRILLION-$25 TRILLION (“largest intergenerational transfer of wealth in history”). —Marti Barletta, PrimeTime Women
145. Slide 148: 55-64 vs 25-34 E.g.: New cars & trucks: 20% more spending. Meals at full-service restaurants: +29%. Airfare: +38%. Sports equipment: +58%. Motorized recreational vehicles: +103%. Wine: 113%. Maintenance, repairs and home insurance: +127%. Vacation homes: +258%. Housekeeping & yard services: +250% to +500%. Source: Marti Barletta, PrimeTime Women
146. Slide 149: 50+ $7T wealth (70%)/ $2T annual income 50% all discretionary spending 79% own homes 40M credit card users 41% new cars/48% luxury cars $610B healthcare spending/ 74% prescription drugs 5% o f adve rtisin g targe ts Ken Dychtwald, Age Power: How the 21st Century Will Be Ruled by the New Old
147. Slide 150: “New 44-65: Customer Majority” * *45% larger than 18-43; 60% larger by 2010
148. Slide 151: “ The New Customer Majority is the only adult market with realistic prospects for significant sales growth in dozens of product lines for thousands of companies.” —David Wolfe & Robert Snyder, Ageless Marketing
149. Slide 152: !!!!!!!!!!!!!!!!! “Pe o ple turning 50 to day have mo re than half o f the ir adult life ahe ad o f the m.” —Bill Novelli, 50+: Igniting a Revolution to Reinvent America
150. Slide 153: “Sixty Is the New Thirty” —Cover/AARP
151. Slide 154: “Fifty-four years of age has been the highest cutoff point for any marketing initiative I’ve ever been involved in. Which is pretty weird when you consider age 50 is right about when people who have worked all their lives start to have some money to spend.” —Marti Barletta, PrimeTime Women
152. Slide 155: “One particularly puzzling category of youth- obsession is the highly coveted target of men 18-34, and it’s always referred to as ‘highly coveted category.’ Marketers have been distracted by men age 18-34 because they are getting harder to reach. So what? Who wants to reach them? Beyond fast food and beer, they don’t buy much of anything. … The theory is that if you ‘get them while they’re young, What they’re yours for life.’ no nse nse !” —Marti Barletta, PrimeTime Women
153. Slide 156: “ Baby- boomer Women : The Sweetest of Sweet Spots for Marketers” —David Wolfe and Robert Snyder, Ageless Marketing
154. Slide 157: “Tap into a midlife woman’s renewed sense of self, and your cash registers are likely to start ringing” —Headline/ Fast Company
155. Slide 158: “WOMAN of the Year: She’s the most powerful consumer in America. And as she starts to turn sixty this month, the affluent baby boomer is doing what she’s always done—redefining herself.” —Joan Hamilton, Town & Country, JAN06
156. Slide 159: “Marketers attempts at reaching those over 50 have been miserably unsuccessful. No market’s motivations and needs are so poorly understood.” Peter Francese, founding — publisher, American Demographics
157. Slide 160: Po sse ssio n Expe rie nce s /“Desires for things ”/Young adulthood/to 38 Cate re d Expe rie nce s/ “Desires to be s e rve d by others”/Middle adulthood Be in g Expe rie nce s/“Desires for transcending e xpe rie nc e s ”/Late adulthood Source: David Wolfe and Robert Ageless Marketing
158. Slide 161: 2006/Top 10% of U.S. Earners* Luxury goods for the home …. -5.7% Fashion & jewelry …………...… -8.7% Luxury cars …………………….. -0.9% Experiential luxury** …..… +10.7% * “The wealthy are increasingly spending more on doing things than owning things” /Unity Marketing **Travel, dining, entertainment, spa & beauty Source: European Business (04.2007)
159. Slide 162: Boomers: “We’re not going gently. We’re going the way our generation does everything else. Research it. Make sure you’re getting the best deal. Study the alternatives the way we studied alternative families and alternative diets and alternative religions. ‘Baby Boomers Want Less Pain And More Grace Before That Good night,’ reads one headline …” —James Atlas/ My Life in the Middle Ages
160. Slide 163: Boomer Days/Richard Branson: Virgin Night Clubs to … Virgin Health Clubs
161. Slide 164: Subject: Marketers & Stupidity “18-44 Or is it: is stupid, stupid!”
162. Slide 165: “Fifty-four years of age has been the highest cutoff point for any marketing initiative I’ve ever been involved in. Which is pretty weird when you consider age 50 is right about when people who have worked all their lives start to have some money to spend.” —Marti Barletta, PrimeTime Women
163. Slide 166: “While Fox’s overall ratings are down about 6% from last year, the network has moved from fourth place into first among viewers from ages 18 to 49, define as the which all the networks other than CBS only competition that counts.” *—NYT/11.01.2004* dumb./ *Translation … ig no rant./ s tupid./
164. Slide 167: Brand Loyalty: Stable or Unstable/Fickle? Serial Monogamy: A Personal Odyssey Tom Peters/0411.07
165. Slide 168: Beer: National Boh to Bud to Anchor Steam to Zilch Car: Chevrolet (1942-1962) to misc to Subaru Biz Clothes: Various warehouses to Brooks to Nordstrom to Milan Biz: Big (U.S. Navy, McKinsey) to Small (de facto self-employed) Sports clothes: Misc-cheap to Northface Spouse: “Sexy broad” (wife #1) to Best friend/Brainy (+sexy) School: Cornell to Stanford to RISD (Go Nads!) Pens: Cross to Bic Food: Safeway to Whole Foods Music: Beatles to Queen Home Furnishings: With it to Comfortable Home: SF Bay Area to West Tinmouth VT Favorite sport: Lacrosse-Crew to Speed Walking-Trekking-Rowing Favorite MLB, NFL: Orioles-Baltimo re Colts to A’s-Raiders (Warriors!) Favorite magazine: Life to Wired Favorite media: Print-Radio to Web-Radio Favorite airline: TWA to American to Lufthansa Home: East to West Vacations: USA to New Zealand Price: Cheap to Varied (Wal*Mart to Milan) Hotel: Ramada/Holiday Inns to Four Seasons/Leading Hotels Restaurants: McDonald’s to Hole in the wall Stores: Misc/Big to Little shops Loyalty: Serial monogamy (jus t as loyal now as the n; “love ’e m, then le ave ’e m”)
166. Slide 169: “Older people have an image problem. As a culture, we’re conditioned toward youth. … When we think of youth, we think ‘energetic and colorful;’ when we think of middle age or ‘mature,’ we think ‘tired and washed out.’ and when we think of ‘old’ or ‘senior,’ we think either ‘exhausted and gray’ or, more likely, we just don’t think. … The f inancial numbe rs are abso lute ly inarguable —the Mature Marke t has the mo ne y. Yet advertisers remain astonishingly indifferent to them. …” —Marti Barletta, PrimeTime Women
167. Slide 170: “The mature market cannot be dismissed as entrenched in its brand loyalties.” —Carol Morgan & Doran Levy, Marketing to the Mindset of Boomers and Their Elders
168. Slide 171: “Advertisers pay more to reach the kid because they think that once someone hits middle age he’s too set in his ways to be susceptible to advertising. … In fact, this notion of impressionable kids and hidebound geezers is little more than a fairy tale, a Madison Avenue gloss on Hollywood’s cult of youth.”— James Surowiecki (The New Yorker/04.01.2002)
169. Slide 172: not. Ye t. Done .
170. Slide 173: “‘Age Po we r’ will rule the 21 st century, and we are woefully unprepared.” Ken Dychtwald, Age Power: How the 21st Century Will Be Ruled by the New Old
171. Slide 174: Scream “No”: Just Launch an “Initiativ
172. Slide 175: Women’s Trifecta+ *Buy/all *We alth/all *Le ad/ be tte r +Ec lips e o f male s /who o ps (Retire-old/Poorly educated-young)
173. Slide 176: Boomers’-Geezers’-Women’s Trifecta+ *Buy/all *We alth/all *time le ft/ lo ts *Ec lips e o f male s /re tire -die
174. Slide 177: No : “Target Marketing” Ye s : “Target Innovation” & “Target Delivery Systems”
175. Slide 178: E-nor-mous Stra-te -gic pp-or-tun-ity
176. Slide 179: EXCELLE ALWAYS.
177. Slide 180: EXCELLEN ALWAYS . End. PART FO UR.