Navigating Venus

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Navigating Venus is an in depth research study based on observations and actual behavior on how women are acting, reacting and redefining themselves today. The study identifies four emerging patterns of womanhood and implications for brand strategies in both communication and innovation. Find out more at www.navigating-venus.com

Text of Navigating Venus

  • 1. navigating V E N U S PATTERNSNAVIGATING VENUS Queen For A Day 01 Flexible Imperfectionism 02 Back To Mother Earth 03 Embracing Mars 04An in depth exploration into the ever (r)evolving woman.
  • 2. navigating Navigating Venus is an in-depth research study and exploration on how women V E N U S are acting, reacting and rede ning them- selves today. e study identi es 4 emerging patterns of womanhood and implications for brand strategies in both communication and innovation. For more information, please visit our website www.navigating-venus.com. 01Queen For A Day THEMES e sexual revolution and its resulting consequences have le manywomen with a hangover. e race for equality and gaining access to Hyper Femininitymale dominated elds le them exhausted and disappointed because Women are dropping the blue suits and the comfortable heels and are embracingwomen were asked to leave their femininity behind. Political correct- femininity like never before.ness le them all frustrated and walking on egg shells. e time has nally come to acknowledge and articulate that women are di erentand for many, the di erence comes with special characteristics. ey Beauty As Currencystart again to celebrate female behavior and embrace romance and Beauty has become the new socialnostalgia. Women are still seeking equal opportunities, yet if they currency used to gain success, acknowl- edgement and a competitive advantage -dont win the ght, on some level they want at least some of the old women are exploiting their beauty asperks of being a girl back. never before.OPPORTUNITY SPACES Romance Nostalgia A new independence has also lead to a1. How can your brand create a counterpart to the queen? new need for strong shoulders from2. How can your service make customers feel like a queen? men...or from other means.3. How can you gender separate your brand?4. How can your brand take on noble elements from the past?5. How can your brand beautify everything around the queen? His & Hers6. How can you pink up the functionality of your product? Women demand some of the advantages7. How can you add elements that help women to self improve? that came in an unequal world - men as bread winners, gentlemen, payers of8. How can you create a more female friendly environment? dinner bills, but also the special perks that9. How can you beautify everything around your brand? came with being a girl.
  • 3. navigating Navigating Venus is an in-depth research study and exploration on how women V E N U S are acting, reacting and rede ning them- selves today. e study identi es 4 emerging patterns of womanhood and implications for brand strategies in both communication and innovation. For more information, please visit our website www.navigating-venus.com.Flexible 02Imperfectionism THEMESWomen have undergone a series of transitions since the sexual revo-lution when they broke out of the expected molds and norms. Whats Imperfect Meremained unchanged is certain expectations and demands. that still We are seeing a new imperfect beauty rising and with it the beginnings ofdominate perceptions and actions. Now in all aspects of life, women backlash against plastic surgery and ageare snacking, sampling and just making it up as they go along refus- rage driven by the desire to simply be real.ing to accept that there is only one way to be a woman and to live awomans life. ey are creating their own looks and styles rather thanfollowing standardized approaches to beauty. ey are creating new M.O.M.S. (My Own Motherhood Solutions)careers and professional opportunities rather than force tting them- More and more mums move towards a relaxed and intuitive motherhood,selves into established systems and they are nding their own way to instead of aiming at being perfect moms,motherhood and lifestyle in general a liberation from expectations. breeding ideally adjusted genius kids.OPPORTUNITY SPACES My Way Women are embracing patchwork1. How can you add exibility to products and services? lifestyles from relationships to interior2. How can you help women to solve time issues? design, open to the idea that the future is something you exibly make up while3. How can you strengthen self esteem among your female customers? moving on.4. How can you mash up your brand?5. How can you relieve tensions with a sense of playfulness?6. How can your customers remix your brand, products and services? Flexible Rules7. How can you challenge assumptions of perfection? As the economy opens new opportuni- ties, women enjoy a business landscape8. How can you reward the black sheep? that is more open to career concepts like9. How can you make your brand more exible and agile? freelance, part time or entrepreneurship.
  • 4. navigating Navigating Venus is an in-depth research study and exploration on how women V E N U S are acting, reacting and rede ning them- selves today. e study identi es 4 emerging patterns of womanhood and implications for brand strategies in both communication and innovation. For more information, please visit our website www.navigating-venus.com.Back To 03Mother Earth THEMESWomen are re-discovering their motherly and earthy sides and astrong longing for all th