Farnaz on Negating Stereotypes, Redefining Archetypes

Negating gender stereotypes

We’ve all heard Men are from Mars, Women are from Venus.  Most of us may have even read the book.  We stereotype genders, and get stereotyped ourselves…more than you can imagine.  There are many theories, articles and books – many scientific – that claim women’s brains are clinically different from men’s.  Many attempts to rationalize why women and men behave and react differently.  Why?  Just so we can understand our “segmentation” theories and market to them accordingly?  How are you and your companies stereotyping these human behaviors?



Working Women, Working Force

businesswomen working on laptopMen work. And so do women. So why do we talk about “working women” and not working men?

It’s not that there really are more working men than women. In fact, according to the Bureau of Labor Statistics April 2010 report, women hold 49.8% (130.2 million) of the jobs in the U.S.  That’s about as close to a 50-50 workforce as possible.  The Labor Department further breaks it down. In 2008, 76% of unmarried mothers worked, as well as 69% of married mothers.  Only one in five households had a stay-at-home mom. A single mom heads up one in ten households and single women account for 27% of all households in the U.S.

For the first time in economic history, the male unemployment rate surpassed the female unemployment rate – and it just kept getting worse.  By December of ‘09, 10.2% of men were out of work, versus 8.2% of women.  During the worst of the job losses, male workers were handed 82% of the pink slips. (more…)


Do You Really Know 20-somethings?

group of 20-somethingsFew of us remember our teen years fondly. It’s a time of pimples, raging hormones, fights with parents, and urges to belong.  All those feelings of insecurity coupled with a sense of invincibility has a clinical diagnosis called adolescence.

The 2006 UN report indicates that almost half of the global population is under the age of 24 – fully 85% of the world’s working-age youth is under the age of 24.  Interestingly, 85% of the world’s working-age youth, those between the ages of 15 and 24, live in the developing world.

The term “adolescence” – and its definition – actually only came in existence in 1904 with the publication of “Adolescence,” by G. Stanley Hall, the first president of the American Psychological Association.  Once that new developmental stage was recognized and accepted, massive changes in social institutions, such as education, health care, social services and the law were changed to recognize that these 12 to 18 year olds needed more time to grow up.  Who would’ve thought we would be saying the same thing about 20-somethings a century later? (more…)


Marketing to Early Adopters – Apple story

I have often spoke on the topic of “feminine values” that brands need to embrace in order to emotionally connect with their customers.   It is truly the states of our emotions, moods and passions that drive our expectations and behaviors….and ultimately our buying decisions.   But I was told the word “feminine” is loaded.  And it is.  So, I figured the best way to describe this is through a case study with Apple.

Apple is one of the few companies that understands and knows how to market to early adopters. (See the article on early adopters).  The announcement that a new Apple product is available prompts consumers to line up in the wee hours of the morning to be among the first to purchase.  And it’s not just one product. There were long lines for the iPod, the iPad and the latest iPhone. What is the key to Apple’s ability to tap into this market of eager consumers? (more…)


Facebook and Social Media

Companies are becoming more aware of the impact of social media in people’s lives and seeking professionals savvy in social media strategies.  Social media has traditionally been a way of life for the younger generation, but we see more and more people of all ages engaging in social networks, such as Facebook, to build and keep up with relationships.

Relationships, let’s not forget, are key in marketing strategies.  While companies certainly want the one-time buyer, it is far more profitable to have a long-time loyal customer.  When you establish a relationship with your customers, you know they will turn to you for more services and new products.  Repeat business is easier – and cheaper – to get, versus constantly churning the new business wheel for new customers and re-inventing your brand.

Facebook is a great place to reconnect with high school friends and stay in touch with relatives, former co-workers and business associates.  Facebook, with its 400 million users, is a new and surprisingly ideal way for a business to start and maintain a relationship with consumers. (more…)


What is the “New World MarketPlace”?

The New World Marketplace is where people and technology come together.  It’s the pace of change, shift, complexity and series of critical demographic junctures.  It’s a multicultural society where “we” is getting trickier to define in terms of race, ethnicity and religion.  It’s a place where cultural shifts create long-term evolutionary changes.  It’s where globalization has blurred traditional boundaries.  It’s the path forward to the “next society” where it’s all about managing the velocity of this transformation.  It’s a world where leaders and organizations must learn faster than this velocity to succeed and grow.  It’s a world where insights and foresights matter, and relationships are based on a shared reality that is much softer and more intuitive.

It’s a New World where China is soon becoming the #1 English speaking country in the world.  This means (more…)