Farnaz on Negating Stereotypes, Redefining Archetypes

Negating Stereotypes: More Immigrants = Less Crime

picture of family

I’m sure most of us know of stereotypes that are floating around in the world in regards to women, Muslims, immigrants, multiculturalism, etc.  I plan to share with you articles and facts that negate some of the most common stereotypes and archetypes.  The goal is to challenge you and your (more…)


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?



Women Are Entrepreneurs

3 women at desk looking at the computerWomen start 70% percent of all new businesses and, since 1987, the number of women-owned businesses in the U.S. has doubled while revenues have increased five times. Today, women-owned companies account for 40% of privately held companies – or 10.4 million firms.  A woman owns one in five of all companies in the country with revenues of $1 million or more.

According to a recent study by Guardian Life Small Business Research Institute, women-led companies will account for as many as 5.5 million new U.S. jobs by 2018.

A 2009 study, “The Economic Impact of Women-Owned Businesses in the United States,” which was underwritten by Walmart, the National Women’s Business Council and the Center for Women’s Business Research, showed that women-owned firms have an economic impact of $3 trillion annually that translates into the creation and/or maintenance of more than 23 million jobs – 16% of all U.S. jobs. (more…)


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…)


Atlanta Woman: July/August 2008: Being Authentic

Farnaz Wallace was interviewed by Lucy Soto of Atlanta Woman for her article, Being Authentic, on her successful and inspirational career and life.  Farnaz’s method of and outlook on marketing Church’s Chicken is truly influential and have led to Church’s outstanding results.  Farnaz explains, “At the end of the day, one of the things I’ve really discovered is in order to be successful you have to be authentic.  And that state of authenticity allows you to be creative and productive.  Diversity translates into numbers.  Inclusion and diversity translates into bottom line profits for companies.  Once you prove that and you gain the respect, love will follow.”  Download the PDF.


Chain Leader: May 2008: Church’s Chicken Drives Five Years of Positive Same Store Sales Growth

Chain Leader discusses in its article, Church’s Chicken Drives Five Years of Positive Same Store Sales Growth, how Farnaz Wallace’s breakthrough marketing strategy, successful new campaign and lineup of new products, and increased focus on non-TV markets have led to Church’s Chicken’s fifth year of positive same store sales in the United States.

Farnaz says, “the brand has always won when it comes to delivering real and authentic fried chicken at the best value.  Yet now, more than ever, customers need more motivation when it comes to purchasing meals.  Our quality differentiator is that Church’s offers freshly prepared food that is made with the same care and attention as home cooking – we make our crunchy, juicy chicken right in front of you – at a value that is attractive to your pocketbook.  But what we’ve found is that customers also want to feel good about their purchasing decision.  There’s an emotional satisfaction factor that comes into play, and it is our job to empower our cutomers with the knowledge that they are making a wise decison when they choose Church’s.”

Farnaz also explains that “the brand’s ‘I Know What Good Is’ advertising campaign caters to Church’s multicultural, cross-generational customer base by acknowledging that the customers themselves have a unique understanding of ‘good’ in their own lives.  The campaign gives the customer his or her own voice by focusing on authentic lifestyle scenes that illustrate how Church’s meals offer value and functionality in the customer’s daily life.”  Download the PDF.


Customer Feedback Week: September 2009: Multicultural Branding: The New Normal

Farnaz Wallace was a featured speaker at Customer Feedback Week on multicultural branding.  Customer Feedback Week focuses on “capturing customer feedback, analyzing the data, and translating the feedback into action” in order to “acquire and retain customers.”


Technical Women in Georgia: August 2009

Farnaz Wallace was a featured speaker for the Technical Women in Georgia seminar in August 2009.  The Technical Women in Georgia conference discussed the work-life balance for working women.


Multicultural Leadership Seminar: May 2009

Farnaz Wallace was a featured speaker in a seminar for Coca-Cola’s top executives at the Coca-Cola Headquarters.  Farnaz discussed multiculturalism and diversification in the seminar.  Watch a video clip of Farnaz speaking at this seminar.


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