The document discusses trends in marketing and selling to women in Romania. It notes that in the 1970s-1990s, only 50% of Romanians would vote for a female president, though this declined to 60% by 2014. It argues that trends need time to be adopted by a culture and that the trends discussed have been part of Romanian life for 1-3 years. The trends highlighted include behavioral economics, empowering women, diabetic indulgence, the power of emotion, interests over age groups, and relationships.

1. TOP TRENDS IN MARKETING
& SELLING TO WOMEN

2. ANDREEA STRACHINĂ
Head of Communication Design
Kaleidoscope Proximity

3. before trends: the state of women in RO

4. 1 9 7 0 1 9 8 0 1 9 9 0

5. S o c i a l E c o n o m i c C u l t u r a l

6. Two women running for presidency

7. 50%
Romanians who would never vote a female president in 2013
2013 Research, Consiliul Naţional pentru Combaterea Discriminării (CNCD)

8. 60%
Romanians who would never vote a female president in 2014
2013 Research, Consiliul Naţional pentru Combaterea Discriminării (CNCD)

9. THE CHALLENGE WITH TRENDS

10. A trend isn’t about what’s “cool”.
T h e i n d u s t r y h a s b e e n o v e r u s i n g t h e w o r d .

11. A trend has reached its tipping point, but
this doesn’t mean it can be applied globally.
T h e c u l t u r a l d i f f e re n c e s b e twe e n Roma n i a a n d o t h e r c o u n t r i e s .

12. Take for example the
Shared Economy trend.
Romania is a nation of
owners over “shares”.
Our first two values in life
are owing a house and a
having a family.
And the “house” presents
the biggest spending a
Romanian has in a
lifetime.

13. Crowdsourced jobs
marketplace helps
women with children find
short-term work
Beta-launched in Japan during March
2014, Mama and Crowd is a
crowdsourced jobs marketplace allows
women with young children to find work
that fits around their schedule.
Expensive day care and a stay-at-home-culture
mean that it’s often difficult for
moms to earn supplementary income;
Mama and Crowd allows users to browse
short-term contracts or one-day tasks.
Users can split longer-term jobs with other
members, or join a pool of workers to
complete tasks.

14. Crowdsourced jobs
marketplace helps
women with children find
short-term work
Beta-launched in Japan during March
2014, Mama and Crowd is a
crowdsourced jobs marketplace allows
women with young children to find work
that fits around their schedule.
Expensive day care and a stay-at-home-culture
mean that it’s often difficult for
moms to earn supplementary income;
Mama and Crowd allows users to browse
short-term contracts or one-day tasks.
Users can split longer-term jobs with other
members, or join a pool of workers to
complete tasks.

15. It’s all about
SUBSEGMENTATION
nowadays

16. Happy
spo(ers
is
a
Trendwatching
network
I’m
part
of.
Here,
the
hub
calls
different
countries
in
order
to
iden?fy
signals,
micro-­‐trends
&/or
trends
for
their
further
researches/state
of
the
industry
analysis.
And
I
always
have
trouble
offering
them
material
because
the
majority
of
them
don’t
really
apply
much
to
our
culture/way
of
doing
things.

17. A trend needs time in order for it to be adopted
What we’re looking at now are trends that have been part of our lives for the past 1/3
years. Because trends need a higher time span than micro-trends or signals.

18. so, this is not your ordinary top 10 trends list

19. introducing
behavioral economics

20. The fuzzy zone between the emotional and the “rational,” the
economic and the social; the individual and his/her context;
humans and technology
"
-Ana Andjelic, Group Strategy Director

21. behavioral
economics
empowering
indulgence
interests
relationships
emotions

22. GROWING
EXISTING
behavioral
economics
empowering
indulgence
interests
relationships
emotions

23. Empowering women
You can do it%
Example: brands supporting breastfeeding in public
#

24. Empowering women to
be active participants%
Women are invited by brands to be partners, co-curators
and co-creators, more than spectators. It’s how the
entire concept of Engagement started after all.
#

25. “
I’m always wearing my inventor hat.
Whenever I purchase a new technology, I
look for ways to improve it. The USPTO
has issued 115 patents to me, and I have
more than 250 more pending, making me
the first woman in IBM’s history to reach
the 100th Plateau Achievement Award,
which is a point system that rewards
patent filings and publishes.
Lisa

27. 2. Diabetic indulgence
#It’s time to care about yourself

28. 3. The power of emotion
From increased empathy to an emphasis on family values and interaction, most of these impacts have
one thing in common — emotional connections. From tapping childhood nostalgia and promoting
family safety to striking confidence and evoking a sense of power, creating an emotional experience is
a sure-fire way to improve sales efficiency.
#

29. 4. Interests over age-groups
It’s about evolving how we target & address women within our media strategies. It’s
about the impact technology now has in shaping / endorsing new & existing behaviors.%
%
Google has some solutions, CRM programs can also help, and a new software is
preparing to be launched in the Romanian market that allows you to use cookie history
in order to better profile your digital audience.
#

30. BUILDING UPON A NEW BEHAVIOR%
For all 700,000 wedding-related pins every day,
hotels now hunt bridezillas on Pinterest.

31. 5. Relationships
From “rise of data” to “usage of data”. Although I’ve searched, there is no CRM program
in Romania created exclusively for women. Reasons? Business commitment and money.
But relationships are the most valuable thing a brand could build in these non-linear times
where the process of acquisition is much more higher than the retention one.
#

32. For more information about trends, let
yourself get inspired by:

33. THANK
YOU