- Bec’s Career Story
- Looking at the World Through a Female Lens
- Marketing to Women
How can we start looking at the world through a female lens?
A great place to start is to do research with the people within the business and the company culture, and understand: Are women and the way women see things valued within our business? Do a full audit of how many women are in those positions to give a score to the culture of the business…And then you need to do the same research with your consumer…A great example of someone who decided to scorch the earth and say, “We’re going to start research from scratch” is Dove. A company that has been in the beauty industry for decades said, “We’re going to pretend like we’ve never done research before,” and asked questions that hadn’t been asked…From their studies, they learned that even though they’d been in the beauty industry for all this time, only two percent of women saw themselves as beautiful. And that was the moment for them to say, “Well, clearly, if we keep showing images of these gorgeous, unattainable standards of beauty, we’re not talking to all of our customers because those women don’t feel beautiful.”
If you’re marketing a product today, how do you approach it with this lens?
A lot of these businesses that are starting are born out of an insight and a need that the market’s not already serving, things like delivery services. It shows this time poverty that modern women face, this true servicing model where it’s all about the consumer’s needs first. If an entrepreneur is looking to start up a new business, it’s identifying what are the unmet needs in our market and how can we make sure we deliver to that relationship so that we’re truly giving our customers the service, the quality, the price, the benefits that they’re not getting out of traditional business that has existed, even heritage brands that haven’t evolved.
How has social media impacted how brands talk to women?
It has been the single most powerful change in the lives of female consumers, because what it did was give them power to have a voice. Once, it was the big concrete building, and you couldn’t penetrate the walls, and whether you liked it or didn’t like it, they didn’t really care, because they could ignore you. Social media has amplified their voices, their concerns. The tenant is that if a woman likes your product, she’ll tell everyone, but likewise if you’re doing something wrong. You can’t hide anymore. It’s made businesses be completely accountable for their behaviors, their actions, and it’s given them the opportunity to do real-time research.
Key Sound Bites
-A traditional lens is the way we’ve always done businesses, and using a female lens helps a brand or a business better understand how they can connect with the lucrative female market.
–[Social media] has been the single most powerful change in the lives of female consumers because what it did was give them the power to have a voice.