women #wtf for infopresse june 2013
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DESCRIPTIONA talk I gave at the Infopresse Femmes et Communications conference in Montreal in June 2013. It addressed the business opportunity that women represent, both within businesses as people we hire, promote and retain; and in the way ideas creative agencies and departments produce address women as customers.
bon jour, im @farrahbostic
Were paid about 80 cents on the dollar for the same work.
Were less than 5% of CEOs and corporate boards.
Were less than 5% of agency creative directors.
We get mommy tracked.
So we leave - not for home, but for other work.
Some of us leave before were forced to...
Were not leaning in...
What women want? The same things men want.
what were struggling with? the same stuff.
Pew Research Modern Parenthood, March 14, 2013
the truth is, the modern corporate environment
sucks for both men & women
but its women who will have to change it
Because we possess half of the available talent, and more than half of the college degrees.
Because we make 1/2 the purchases and influence the others, in every category.
Because we control half of the wealth, and start most of the businesses.
Women are more successful and stable entrepreneurs... but VCs dont invest in us.
Women foster better results as executives & directors... but too few of us are promoted through ranks.
Women work, earn money, create economic growth, and control household and commercial purchasing...
But marketers and politicians treat us as a single type:
The busy mom on the go.
Weber Shandwick & KRC Research Digital Women Influencers Study 2013
Weve seen these stats. A lot.
women & marketing #WTF
women laughing alone with salad #WTF
women struggling to drink water #WTF
everywhere you go... #WTF
tech brands #WTF
take smartphone brands(please*)
* With apologies for Henny Youngman
mobile is 1/2 women44% of all US women own Smartphones. (Pew 2012)
54% of moms in the US own smartphones. (Nielsen 2012)
55% of US women aged 15-24 own Smartphones, leading the world in adoption. (Nielsen 2010)
Half of tablet owners are women.(Flurry 2012)
and yet, exhibit a: #WTF
2005s SGH-E530 specifically for the modern
Apps: fragrance/aromatherapy guide, calorie counter,
shopping list, menstrual-cycle calendar, biorhythm alarm
2008s Allure S LadyPhone.Apps: fragrance consultant,
calorie counter, and shopping list, SOS message/Fake Call
Came with a clutch with space for makeup, credit cards & the
2010 Galaxy S Femme.A pink Galaxy S, with a complete
AVEDA traveling kit including creams and cosmetics, a travel
kit voucher, and a 4GB microSD card including an AVEDA app to
advise women on skin and haircare
"[Y]ou must remember that arbitrary power is like most other things which are very hard, very liable to be broken; and, notwithstanding all your wise laws and maxims,
we have it in our power, not only to free ourselves, but to subdue our masters, and without violence, throw both your natural and legal authority at our feet."
women are not...
An initiative or program.
were not what you think.
A diverse group.
Half your customers & your talent pool.
In control of 80% of spending.
some brands get it.most of the time.
Look at me, study me and understand me. Then, and only then, can you make my running shoes. Dont give me a small, pink version of a mans running shoes.
Im not a small, pink version of a man.
then,pink it & shrink it
now, kick ass
So whats the big idea? Simple.Treating women with respect isnt just a moral issue.
Nor is it simply a legal problem.
Its a business decision.
we might not be your target, but were definitely your customer.
If a board doesnt look at all like the market being served,
then something (Big) is (Badly) wrong.Tom Peters
its simple, really.Hire women, and see business results.
Create good products for women, and see business results.
Market to women intelligently,and see business results.
how do we market intelligently?Accept that women are your customers.
Understand the context.
Fight the urge to pink it & shrink it.
Dont assume gender matters.
Know that women also like humor (and sex).
Play to your (and womens) strengths.