Why she buysFood For Thought

By Huanchao Tang

Should We Care?

Don Draper: “what do women want?”

Roger Sterling: “who cares?”

-Mad Men

Why Is It Important?

Gender is the most powerful determinant of how a person view the world.

How To Look At It? Psychobiology

Anthropology

Socioeconomic

Communication

Marketing

Distinct Brains Emotion

Memory

Speech

Multitasking

Socializing

Body language

Spatial problems

Gender Canyon #1 Women avoid conflict situations.

Social harmony Avoid violent images and languages

Gender Canyon #2 Women’s relationship is the ritual of self-disclosure

High level of oxytocin Talking about feelings Empathy

Gender Canyon #3 Women have a higher verbal fluency than men.

Detail-driven Practical benefits Storytelling

Gender Canyon #4 Men strive to be independent; women strive

to be indispensable. Word of mouth Human help

Gender Canyon #5 Women have better memories for details of both

pleasant and unpleasant experiences. A larger hippocampus Finely tuned detail-noticing machines

Think about customer service

Female Economy

61% of purchases influenced by women

45% of purchases made by women

Female Economy The feminization of the workforce

“Forget China, India and the Internet: economic growth is driven by women.”

-Economist

Female Economy Self-centeredness

Delayed marriage means more money spend on “me”

Materialism Lower birthrate means fewer kids but more “stuff”

Marketing To Women

Gender Appeal vs. Sex Appeal Gender appeal: a type of marketing that resonates strongly

with the culture of a particular sex. Sex appeal: a marketing tactic that defines words, images,

or people that others find arousing. What is hot and what is not?

Marketing To Women More about gender appeal

Its messages and images tap into a gender’s collective consciousness.

Marketers often overlook gender. Gender is one of the primary filter through which people

understand and interpret life.

Marketing To Women

Key idea #1: Storytelling is one of the most powerful techniques for

creating an emotional connection with women.

Marketing To Women

Key idea #2: Ideas focused on human experience are the ones that

translate most easily around the world.

Marketing To Women

Key idea #3: Give both a head and a heart. Lead with emotional, and

close with rational.

Marketing To Women

Case: MasterCard “Priceless” campaign

Takeaways

Women buy or influence the purchase of most consumer products.

Mastering female culture is the key to success for brands that depend on women consumers.

Women around the world are more similar than they are different.

Thank You