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To appreciate
this presentation [and insure
that it is not a mess], you need
Microsoft fonts:
NOTE:
“Showcard Gothic,”
“Ravie,” “Chiller”
and “Verdana”
Part 5
Tom Peters’
EXCELLENCE.
ALWAYS.
New Master/21 August 2008
Slides at …
tompeters.com
Ten Parts
P1.1, P1.2, P1.3, P1.4/Generic
P2/Leadership
P3/Talent
P4/“Value-added Ladder”
P5/“New” Markets
P6/“The Equations”
P7.1/Implementation
P7.2/Action
P8/13 “Guru Gaffes”
P9/Health“care”
P10/“The Lists”
part
five
“NEW”
MARKETS.
E-nor-mous
Stra-te-gic
opp-or-tun
women.
BOOMERS.
GEEZERS.
NOTE: “This” has been an obsession of mine since
December 1996, when the woman who was
president of my training company dragged me to a
meeting of 25 powerful women she had assembled.
Without emotion, they described the degree to
which women were disregarded as purchasers and
leaders. For some reason, it clicked. Hence my
commitment over the last 12 years. I approach this
not in terms of “social good,” but in terms of
missed opportunities for business success. In
recent years I have added the “boomer-geezer”
“segment” to my concerns—again, concerns in
terms of ridiculously large unattended
opportunities. For more details on my “conversion,”
see Chapters 13 & 14 in Re-Imagine. Fact is, the
involvement in the “women’s thing” has been a
personal and professional highlight of my last 10
years—and perhaps done a touch of good here and
there.
NOTE: The gray slides (like this one)
throughout are explanatory notes not
found in my regular presentations.
“‘Trends’ [Tom
Peters-Marti Barletta book published in 2006] is old
news!” (1 of 5 stars)
Amazon Reviewer:
TP:
“Repeating it doesn’t make it
It ain’t old if it
hasn’t been
implemented!”
‘old.’
“A Year of Notable
Setbacks for
Women”
Source: Headline, Boston Globe, 0824.2007
What the hell
do I have to
do to make
my point?
Tom Peters/10.10.2006
The Copenhagen (Self) Pact re
my “coverage” of “This Topic”:
*Early!
*Loud!
*Repetitive!
*Aggressive!
*Unfriendly!/rude!/
insulting!
Objections/Reaction
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”
See it as an “Initiative” (rather than the subject
of strategic re-alignment)
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
women
BOOMERS
“EXCELLENCE.”
AARGH.
200
Good Thinking, Guys!
“Kodak Sharpens Digital Focus
On Its Best Customers:
Women”
—Page 1 Headline/WSJ/0705
Ad from Furniture/Today (04.01):
“MEET WITH THE EXPERTS!: How Retailing’s
Most Successful Stay that Way”
Presenting Experts: Male =
Female =
16;
??
(94% = 272 If women buy 94% of the product and
there were appropriate representation, then this
would be the # of women presenting.)
Stupid: “Amazing, now that
I think about it. A bunch
of guys --developers,
architects, contractors,
engineers, bankers--sitting
around designing
shopping centers. And the
‘end users’ will be
overwhelmingly women!”
Source: Seminar participant
EXCELLENCE.
DUH.
“To be a leader in
consumer products,
it’s critical to have
leaders who
represent the
population we
serve.” —Steve Reinemund,
former CEO, PepsiCo
Psssst!
Wanna see
my “porn”
collection?
“Catalyst just completed a study
showing that companies with at
least three women directors
performed significantly better
than average in terms of return on
equity (16.7% better), return on
sales (16.8%), and return on
invested capital (10%)
Source: Newsweek, 1015.07/16% of S&P500 board
members are women; 9% (45) no women
NOTE: Photos of Boards or
Executive teams taken from
Annual Reports of F500
companies—dominated by
OWMs/Old White Males
women
BOOMERS
Just Say No.
“Forget China,
India and the
Internet: Economic
Growth Is Driven
by
Women.”
—Headline,
Economist, April 15, 2006, Leader, page 14
NOTE: Strong language from a
very reliable source. A Special
Report in the cited issue
provides the evidence to
support this claim.
Women’s Trifecta+
*Buy
*Wealth
*Lead
+ECLIPSE
OF MALES
(Old/Retire; Young/Poorly educated)
Not Just America …
“Boys Falling
Seven Years
Behind Girls
at GCSE Level”
—headline, Weekly Telegraph, UK, 10.25.06
Girls Again
Outshine Boys
In CBSE Class
12 Exams
Source: Headline, Dateline New Delhi (0526.2007; Khaleej Times)
“Admittedly Unequal: Many
colleges are rejecting women
at rates drastically higher
than those for men” (Title)
“Keeping a balance requires a
thumb on the scale in favor
of boys” (pull quote)
Source: USN&WR, 0625.07 (E.g. William and Mary: 26% girls, 44% boys)
NOTE: E.g., dorm space is equal
for each group. There are more
women applying. To occupy
dorms equally, a larger
proportion of women are
rejected.
“Girls are
the new
boys.”
Source: The Daily Mail, 0425.2007,
“Why today’s women want a girl”
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
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
were vital.
“Women are
the majority
market”
—Fara Warner/The Power of the Purse
?????????
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%
NOTE: % of purchases made by
women or in which women had
the determining role in
selection.
????
Riding Lawnmowers
NOTE: A fellow (major retailer)
attended two seminars of mine.
Based on my harping on the
“women’s thing he’d done some
market research—and
discovered and reported to me
that women accounted for 80%
of his high-margin riding
lawnmower sales.
Women’s Commercial
Purchasing Power
Purchasing mgrs. &
agents: 51%
HR: >>50%
Admin officers: >50%
Source: Martha Barletta, Marketing to Women
NOTE: Women buy a lot
more than consumer goods.
1970-1998
Men’s median income: +0.6%
Women’s median income:
+ 63%
Source: Martha Barletta, Marketing to Women
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
businesses as a share of all new businesses: Employee
growth, 3X; Sales growth, 4X.)
Source: Marti Barletta, PrimeTime Women (2007)
NOTE: In the case of Home
Improvement, Lowe’s figured
this out long before Home
Depot—and it made an
enormous difference.
91% women:
“ADVERTISERS DON’T
UNDERSTAND US.”
(58% “ANNOYED.”)
Source: Greenfield Online for Arnold’s Women’s Insight Team
(Martha Barletta, Marketing to Women)
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% of male pay 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
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
Internet
users: 60%F*
*“manage their lives and the lives of their families” —
Kelley Mooney, president, Resource Interactive
Source: Fara Warner, The Power of the Purse
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
most significant
variable in every
“The
sales situation is the
gender
of the buyer, and
more importantly, how the
salesperson communicates
to the buyer’s gender.”
—Jeffery Tobias Halter, Selling to Men, Selling to Women
A World of Difference
Build Sales and Share by Tapping into
the Buying Power of Women
Martha
Barletta
T r e n d S i g h t™
Author, Marketing to Women
President & CEO, The TrendSight Group
Powered by Microsoft Office® Live Meeting
The Perfect Answer
Jill and Jack buy
slacks in black…
“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!)
“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 low IQ , is
slightly hard of hearing , 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 speaking to him .” —Selling to Men, Selling
to Women, Jeffery Tobias Halter
“Women don’t buy
They
join them.”
brands.
EVEolution
Selling to men:
The
TRANSACTION Model
Selling to Women:
The
RELATIONAL Model
Source: Selling to Men, Selling to Women, Jeffery Tobias Halter
Editorial/Men: Tables,
rankings.*
Editorial/Women:
Narratives that cohere.*
*Editor-in-Chief, Redwood Publications (UK)
Women's View of Male Salespeople
Technically knowledgeable;
assertive; get to the point;
pushy; condescending;
insensitive to women’s needs.
Source: Judith Tingley, How to Sell to the Opposite Sex
(Martha Barletta, Marketing to Women)
FemaleThink/, Faith Popcorn & Liz 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.”
Purchasing Patterns
Women:
Harder to convince; more
loyal once convinced.
Men:
Snap decision; fickle.
Source: Martha Barletta, Marketing to Women
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
EVEolution*: Truth No. 1
Connecting Your
Female Consumers to
Each Other Connects
Them to Your Brand
Popcorn & Marigold
“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
Carol Gilligan/ In a Different Voice
Men: Get away from authority, family
Women: Connect
Men: Self-oriented
Women: Other-oriented
Men: Rights
Women: Responsibilities
Age 3
days, baby
girls 2X eye
contact.
“People powered”:
Source: Martha Barletta, Marketing to Women
Week #8:
testosterone
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
NOTE: This “relationship thing”
among women runs deep.
“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
“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
“Women are more
comfortable talking or
thinking about people and
relationships, while men
prefer to contemplate
things.” —research reported in the New
York Times (08.10.2003)
Initiate Purchase
Men: Study “facts &
features.”
Women: Ask lots of people
for input.
Source: Martha Barletta, Marketing to Women
“Men and women have different styles
of fearing. Men’s fears focus around
what we experience as our
independence, and women’s around
loss of significant relationships.
We fear engulfment, anything that
threatens to rob us of our power and
control. Women most fear
abandonment, isolation, loss of
love.” —Sam Keen, Fire in the Belly
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
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
“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
2.6 vs.
NOTE: Meeting NYC. Deloitte &
Touche women leaders’ clients.
Commentator here is a very
successful independent financial
advisor, male, who
re-oriented his practice about 5
years ago to focus on women clients.
He reports that his average male
client recommends him to 2.6
prospects; the like # for women
clients is 21.
NOTE: The following miscellaneous
slides illustrate the story of women
and financial issues.
“Women come out better
on almost every count as
investors … 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
“Women Beat Men
at Art of Investing”
Source: Headline, Miami Herald, reporting on a study by
Profs. Terrance Odean and Brad Barber, UC Davis
(Cause: Guys are “in and out” of stocks
more often; women choose carefully and hold
on for the long term)
Value Line: Top State* Investment Clubs 2000
8 … All male
19 … Coed
22 … All FEMALE
* VT & Maine not included; D.C. included
JBQ: Stop Treating Women Investors Like Idiots!
“Why all this focus on women and our lack of
investment guts? A far greater problem, it
seems to me, is trigger-happy speculation,
mostly by men. The kind of guys whose family
savings went south with the dot-coms. Imagine
a list of their money mistakes: Shoot from the
hip. Overtrade their accounts. Believe they’re
smarter than the market. Think with their
mouse rather than their brain. Praise their own
genius when stocks go up. Hide their mistakes
from their wives.”
Source: Newsweek 01.08.01
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
“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
75% switch
financial advisors
within 3 years of
widowhood
Source: Eileen McDonnell, The American College
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)
27 March 2000: email to TP
from Shelley Rae Norbeck
“I make 1/3rd more money than my
husband does. I have as much financial
‘pull’ in the relationship as he does. I’d say
this is also true of most of my women
friends. Someone should wake up, smell
the coffee and kiss our asses long enough
to sell us something! We have money to
spend and nobody wants it!”
NOTE: The “women as better
investors” message is pretty
persuasive. And for the usual
reasons: focus on the long-term
wellbeing of the family, not so
frenetic or “score oriented,”
relationships first …
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
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
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, HOPELESSLY
CLUELESS ABOUT WOMEN.
10. Women’s
Market =
Opportunity
No. 1.
Not
!
“Year of the
Woman”
Enterprise Reinvention!
Recruiting
Hiring/Rewarding/Promoting
Structure
Processes
Measurement
Strategy
Culture
Vision
Leadership
THE BRAND ITSELF!
NOTE: Women are not a niche,
they are the market. Hence the
appropriate response is not a
“program,” but wholesale
corporate re-alignment,
starting/finishing at the Board
level (meaning several
members—at least three—
not a token).
P-l-e-a-s-e Read …
Fara Warner:
The Power of
the Purse
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
NOTE: I’m lazy. I believe in
this stuff—but I was not up
for doing the hard work
(cases, nuts and bolts). So,
along comes Fara Warner
with C-A-S-E-S.
“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”
“We simply had
stopped being
relevant to women.”
—Kay Napier, SVP Marketing (Fara Warner, The Power of the
Purse, “From Minority to Majority: McDonald’s Discovers the
Woman Inside the Mom”)
“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”
“In Dove
Ads, Normal
Is the New
Beautiful”
—Headline, Advertising Age
“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”
“Unilever brand Dove’s use of six generously
proportioned ‘real women’ to promote its skin-firming
preparations must qualify as one of the most talkedabout marketing decisions taken this summer. It
was also one of the most successful: Since the
campaign broke, sales of the firming lotion have gone up
700 percent
in the UK,
300
percent in Germany and 220 percent in
the Netherlands.”
—Financial Times
“Five Clichés of Women as Portrayed by Advertisers
Perfect Mum
Alpha Female
Fashionista
Beauty Bunny
Great Granny”
Source: The Independent /09.29.04 (on the
“First London ‘Think Pink’ Conference”)
Addenda: Vive La
difference!
“A woman
knows her children’s friends, hopes,
dreams, romances, secret fears, what
they are thinking, how they are
“Resting” State: 30%, 90%:
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
NOTE: This stuff is fun to read,
but the point here is the impact
of these realities on the likes of
product development, marketing
and distribution strategies.
REMEMBER: To paraphrase my
colleague, Marti Barletta,
women are not a niche, they are
the market.
“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
“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
Men, however,
shouldn’t despair. They are
excellent at imitating animal
sounds.”
what people say.
Barbara & Allan Pease, Why Men Don’t Listen & Women Can’t Read Maps
“One good thing
about being a man
is that men don’t
have to talk to each
other.”
—Peter Cocotas
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
How many men does
it take to change a
roll
of toilet paper?
It’s unknown. It’s
never happened.
Source: Allan Pease & Barbara Pease, Why Men Can Only Do
“If we are single, they say we
couldn’t catch a man. If we are
married, they say we are
neglecting him. If we are divorced,
they say we couldn’t keep him.
If we are widowed, they say we
killed him.” —Kathleen Brown, former Treasurer of
California, on the joys of female political candidacy
Addenda
ends
EXCELLENCE.
OPPORTUNITY.
WOMEN.
BUSINESS.
OWNERS.
NOTE: There are over 10
million women-owned
businesses in the United
States.
“The growth and
success of womenowned businesses is
one of the most
profound changes
taking place in the
business world
today.” —
Margaret Heffernan, How She Does It
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 Fortune 500 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
Women-owned Biz
U.S. employees >
F500 employees
worldwide
Source: Martha Barletta, Marketing to Women
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
94%
of loans to …
women*
*Microlending; “Banker to the poor”; Grameen Bank;
Muhammad Yunus; 2006 Nobel Peace Prize winner
NOTE: Yunus is the father of
micro-lending. He did not set out
to provide loans to women. But
it soon became clear that men
would often spend their loan on
frivolous activities. Women, with
their abiding interest in family
affairs, were immediately seen
as more enterprising and far
more reliable than men.
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
WOMEN.
DOMINATE.
ECONOMIC.
GROWTH.
“Forget China,
India and the
Internet: Economic
Growth Is Driven
by
Women.”
—Headline,
Economist, April 15, 2006, Leader, page 14
“Since 1970, women
have held two
out of every
three new jobs
created.”
—FT, 10.03.2006
“Forget China, India and the
Internet: Economic Growth Is Driven
by 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 now be a better
investment.” “Girls get better grades in school than boys, and in
most developed countries more women than men go to
university. Women will thus be better equipped for the new jobs
of the 21st century, in which brains count a lot more 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. Those women have contributed more to global
GDP growth than have either new technology or the
new giants, India and China.”
Source: Economist, April 15, Leader, page 14
Continuing on page 73:
“A Guide to Womenomics: The
Future of the World Economy Lies Increasingly
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
consumption, Goldman Sachs in Tokyo has developed an index of
115 companies poised to benefit from 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%.” 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
Repeat: “Goldman Sachs in Tokyo
has developed an index of 115
companies poised to benefit from
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
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
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.
So what exactly is … the point of men?
“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
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
system.
“ ‘Womenomics,’ the
economy as
thought out and
practiced by a
woman.”
—Aude Zieseniss de Thuin,
Financial Times, 10.03.2006
10.6M
94%
COROLLARY.
EXCELLENCE.
WOMEN.
RULE.
“AS LEADERS,
WOMEN
RULE:
New Studies find that
female managers outshine their male
counterparts in almost every measure”
TITLE/ Special Report/ BusinessWeek
Lawrence A. Pfaff & Assoc.
— 2 Years, 941 mgrs (672M, 269F);
360º feedback
— Women: better in 20 of 20
categories; 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)
“On average, women and men
possess a number of different
innate skills. And current
trends suggest that many
sectors of the twenty-firstcentury 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
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,
America’s Competitive Secret: Women Managers
“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 relationshipbuilding skills than are men.” —
Hardwick Simmons, CEO, Prudential Securities
Work’s Rewards
F: Relationships, respect, selfrealization.
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”)
“[Women] see power
in terms of
influence,
not rank.” —Fortune
Bob Reich’s women
“No
worries.”*
students:
*Men: “Can’t do it. _____ outranks me.”
Mrs Coach K
“A Bedtime Story, for $20,000”/CNN
Int’l Sleep Products Assn: 20% of
mattresses sold in 2003 >$1,000 vs.
15% in 2000. Fastest growing
segment: $5,000 to $20,000.
ISPA exec: “The Baby Boomers are
getting older, and more affluent. As
you get older, your body changes and
those aches and pains develop. So
they have the money and the
inclination to upgrade.”
“TAKE THIS QUICK QUIZ: Who manages more things
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
NOTE: The authors argue that
women are superior to men as
salespeople. Years ago a very senior
exec told me about the “secret” (the
word he used) to his success in
sales. “The women are not obsessed
by rank. They’ll spend scads of time
developing relationships from the
bottom of the client organization to
the top—while the guys refuse to
talk to anyone other than Mr Big.”
His remark was my introduction to
this issue.
“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]
Work’s Rewards
F: Relationships, respect, selfrealization.
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”)
“Thank you”
17 Men: 8
4 Women: 19
NOTE: I performed a little half-baked
experiment on a flight I took. I
observed for a while the behavior of
the 17 men and four women—my goal
was simply to count the number of
time that, following some small
service act, men and women said
“Thank you.”
“THE NEW GENDER
GAP: From kindergarten to grad
school, boys are
becoming the
second sex”
—Cover story,
BusinessWeek
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
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”
Degree Gap*
Women/Bachelor’s … 2000:
133% of men’s; 2010: 142%
Women/Master’s … 2000:
138%; 2010: 151%
* Whites, Blacks, Hispanics, Asians, Native Americans
Source: The New Gender Gap/BusWeek/05.26.2003
Girls lead: Student gov’t, music &
performing arts, yearbook &
newspaper, academic clubs.
Boys lead: Sports, learning
disabilities, diagnosed with
emotional disturbances
Source: The New Gender Gap, BusWeek/05.26.03
“Are men
obsolete?”
—Headline, USN&WR
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
NOTE: In Part Three of this Master
Presentation I discuss what I call the
“Value-added Ladder.” Success in
today’s world mostly means climbing
that ladder as quickly as possible.
There are seven rungs on the ladder,
three “old economy,” four “new
economy.” As suggested here,
women are more instinctively suited
to achieving success in these new
areas of emphasis.
“Society is based on
male standards
with women seen as
anomalies
deviating from the
male norm.”
— Bi Puvaneu,
Institute for Future Studies (Stockholm)
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. Ergo, women are a large part of “the answer”
to the War for Talent/leadership shortage
issue/opportunity.
“Company formed in
KSA
to
boost women’s role in
corporate world”
[Kingdom of Saudi Arabia]
—headline, Khaleej Times (UAE), 0526.07 (formed by Prince Khalid
bin Alwaleed—50% women in leadership roles in his company)
NOTE: Wow.
“Winning the Talent
War for Women:
Sometimes It Takes a
Revolution”
—Douglas McCracken,
HBR, Article title
NOTE: In my estimation, Deloitte
& Touche have done a
remarkable job in taking
advantage of woman power.
“Deloitte was doing a great job of hiring highperforming 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.”
—Douglas McCracken, “Winning the Talent War for Women” [HBR]
“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]
!!!!!!!!!!!!!!!
14 168*
to
*Leadership Positions/D&T/1992-2002/WIAR
(Women’s Initiative Annual Report)
Period??!!*
Start:
3 0f 14
18 months later:
10 of 18
(“deep dip”!)
*AIM/September 2007
“Catalyst just completed a study
showing that companies with at
least three women directors
performed significantly better
than average in terms of return on
equity (16.7% better), return on
sales (16.8%), and return on
invested capital (10%)
Source: Newsweek, 1015.07/16% of S&P500 board
members are women; 9% (45) no women
women
BOOMERS
GEEZERS
!!!!!!!!!!!!!!!!!
“People turning 50
more
than half of
today have
their adult life
ahead of them.”
—Bill Novelli,
50+: Igniting a Revolution to Reinvent America
Average # of cars purchased per
household, “lifetime”:
13
Average # of cars bought per household
after the “head of household” reaches
age 50:
7
Source: Marti Barletta, PrimeTime Women
20
$14,000,000,000,000$25,000,000,000,000
NOTE: In the next 20 years
between 14 and 25 trillion
dollars of wealth will be passed
on to the current generation—a
number never matched
in history.
women
BOOMERS
GEEZERS
Subject: Marketers & Stupidity
“It’s 18-44,
stupid!”
Subject: Marketers & Stupidity
Or is it:
“18-44
is stupid,
stupid!”
Subject: Marketers & Stupidity
Or is it:
“18-44 is
stupid, stupid!”
2000-2010 Stats
18-44: -1%
55+: +21%
(55-64:
+47%)
NOTE: U.S. demographics for
the first decade of the 21st
century.
!!!!!!!!!!!!!!!!!
“People turning 50
more
than half of
today have
their adult life
ahead of them.”
—Bill Novelli,
50+: Igniting a Revolution to Reinvent America
“A Bedtime Story, for $20,000”/CNN
Int’l Sleep Products Assn: 20% of
mattresses sold in 2003 >$1,000 vs. 15% in
2000. Fastest growing segment: $5,000 to
$20,000.
ISPA exec: “The Baby Boomers are getting
older, and more affluent. As you get older,
your body changes and those aches and
pains develop. So they have the money
and the inclination to upgrade.”
BOOMERS.
GEEZERS.
MONEY.
ALL.
NOW.
We are the Aussies & Kiwis & Americans &
Canadians. We are the Western Europeans &
Japanese. We are the fastest growing, the
biggest, the wealthiest, the boldest, the
most (yes) ambitious, the most
experimental & exploratory, the most
different, the most indulgent, the most
difficult & demanding, the most service &
experience obsessed, the most vigorous,
(the least vigorous,) the most health
conscious, the most female, the most
profoundly important commercial market
in the history of the world—and we will
be the Center of your universe for the
NOTE: Tom, age 64—a geezer
with market power.
See me.
Watch me.
respect me.
Suck up to me.
Serve me.
Love me.
Love my longevity.
Love my m-o-n-e-y.
lizabeth Cady Stanton
(more or less) (circa 0331.2007)
NOTE: I have become obsessed with
women’s history in the U.S. Elizabeth
Cady Stanton was arguably the most
important figure in the 73-year drama
of the achievement of Suffrage. At a
costume party on favorite historical
figures, I cross-dressed as Ms
Stanton. Here I am simply pointing to
the women boomers & geezers
opportunity.
See “her.”
Watch her.
respect her.
Be obsequious to her.
Serve her.
Love her.
Love her long longevity.
Love her m-o-n-e-y.
(which is damn near a-l-l
the mon-$$$$$$.)
Boomers’-Geezers’-Women’s Trifecta+
*Buy/all
*Wealth/all
*time left/ lots
*Eclipse of males/retire-die
Median Household Net Worth
<35: $7K
35-44: $44K
45-54: $83K
55-64: $112K
65-69: $114K
70-74: $120K
>74: $100K
Source: U.S. Census
BoomerBucks!
Boomer turns 50: every 7 seconds. 2009: majority of
U.S. households headed by someone over 50. 20062016: U.S. population up 22.9 million; 22.1 million in
over-50 group. 2006: 1 in 5 adults is F, over 50.
Women between 50-70 who are single: 35%. Age
45-54: highest average income, $59, 021 (national
average is $42,209). FASTEST GROWING INCOME
CATEGORY: WOMEN, 55-64 (4X men in same
category). Women, age 60-64: 50% still in
workforce. Highest net worth: families, 55-64
($182,000). People over 50: 70% to 79% of all
financial assets; 80% of all savings accounts; 62% of
all large Wall Street asset accounts; 66% of $$
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
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
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% of advertising targets
Ken Dychtwald, Age Power: How the 21st
Century Will Be Ruled by the New Old
44-65:
“New
Customer
Majority” *
*45% larger than 18-43; 60% larger by 2010
Source: Ageless Marketing, David Wolfe & Robert Snyder
“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
!!!!!!!!!!!!!!!!!
“People turning 50
more
than half of
today have
their adult life
ahead of them.”
—Bill Novelli,
50+: Igniting a Revolution to Reinvent America
“Sixty Is
the New
Thirty”
—Cover/AARP
“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
“One particularly puzzling category of youthobsession 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
nonsense!”
they’re yours for life.’
—Marti Barletta, PrimeTime Women
“Baby-boomer
Women: The
Sweetest of
Sweet Spots for
Marketers”
—David Wolfe and Robert
Snyder, Ageless Marketing
“Tap into a midlife
woman’s renewed
sense of self, and your
cash registers are
likely to start ringing”
—Headline, Fast Company
“For today’s
emancipated, educated,
high-expectation
women, the mid-forties
to mid-fifties is the Age
of Mastery.” —Gail Sheehy (in More)
“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
“Marketers attempts at reaching those
over 50 have been miserably
No market’s
motivations and needs
are so poorly
understood.” Peter Francese, founding
unsuccessful.
—
publisher, American Demographics
Possession Experiences /“Desires
for things”/Young adulthood/to 38
Catered Experiences/ “Desires to
be served by others”/Middle
adulthood
Being Experiences/“Desires for
transcending experiences”/Late
adulthood
Source: David Wolfe and Robert Ageless Marketing
“I just turned 50. People ask,
‘What do you want for your
birthday?’ I don’t want more
stuff. I want experiences.
I travel. I explore. I eat.
I read.” —Janet Prince (from “Meaningful
Pursuits,” Newsweek, 0806.07 Prince just
returned from 6 days volunteering in Ecuador)
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)
“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 …”
Boomers:
—James Atlas/ My Life in the Middle Ages
Boomer Days/
Richard Branson:
Virgin Night
Clubs to … Virgin
Health Clubs
Subject: Marketers & Stupidity
Or is it:
“18-44 is
stupid, stupid!”
“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
“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 only
competition that counts.” *
which all the networks other than CBS
—NYT/11.01.2004*
dumb./
ignorant./
stupid./
all three.
*Translation …
Brand Loyalty: Stable
or Unstable/Fickle?
Serial Monogamy:
A Personal Odyssey
Tom Peters/0411.07
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-Baltimore 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 (just as loyal now as then; “love ’em, then leave ’em”)
“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 financial numbers are
absolutely inarguable—the Mature
Market has the money. Yet advertisers
remain astonishingly indifferent to them.
…”
—Marti Barletta, PrimeTime Women
“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
“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)
not.
Yet.
Done.
“‘Age Power’ will
st
rule the 21 century,
and we are woefully
unprepared.”
Ken Dychtwald, Age Power: How the 21st
Century Will Be Ruled by the New Old
Just
Scream “No”:
Launch an
“Initiative.”
Women’s Trifecta+
*Buy/all
*Wealth/all
*Lead/ better
+Eclipse of males/whoops
(Retire-old/Poorly educated-young)
Boomers’-Geezers’-Women’s Trifecta+
*Buy/all
*Wealth/all
*time left/ lots
*Eclipse of males/retire-die
No: “Target
Marketing”
Yes :
“Target
Innovation” & “Target
Delivery Systems”
NOTE: This entire discussion, to
repeat myself, is not about
“marketing ploys,” but about
wholesale strategic change.
An Emergent Nexus/ The Big Dimensions
Men …………………………….……………….... Women
Youth ………………………………… Boomers/Geezers
“Fix It” Healthcare……………….. Wellness/Prevention
Exploit-the-Earth ……...... Preserve/Cherish the Planet
Tangibles ……………………………………… Intangibles
NOTE: If true, stunning realignment.
plus.
“Two big trends at the start of the twentyfirst century are urbanization and the
increase in the number of people living
alone. In 2006, 25 percent of homes in the
UK were single-person households. … The
growth of urban singles is driving
everything from growth in late night
convenience retailing to how tables and
chairs are laid out in your local
McDonald’s” —Future Files: A History of the Next
50 Years, Richard Watson
E-nor-mous
Stra-te-gic
opp-or-tun
End
Part 5