The Secret to Two of the Best Political Ads of 2016

re-elect gerald daugherty tv adTwo TV commercials for 2016 political candidates are getting a lot of attention.  One is for a Republican, the other for a Democratic candidate.   The commercials could not be more different, and yet they share one key ingredient.

First the commercials then we’ll talk about their shared secret for success.  Continue reading

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Men Don’t Like Being Stereotyped Either

gender-stereotypesWhat always amazes me as a marketer is how often women are stereotyped in ads, especially ads targeting women as consumers.

Even crazier is what I call, “The focus group of one.”   This occurs when you talk to one woman and assume she speaks for all women.   Many times after a campaign fails, or even offends the target audience, the marketer’s response is, “Well my wife liked it.”  Or, “Our intern thought is was funny.”

Women are not a monolithic group and hate it when they are stereotyped.  They are especially bothered when one woman says something and people assume she speaks for all women.

Well guess what, men feel the same way. Continue reading

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Three Percent of Women Portrayed in Leadership Roles in Ads

women shoppingIn a major announcement, advertising giant Unilver says it will no longer stereotype (men or women) in its ads.

The announcement was made when Unilver unveiled the results of a two year study about women and adverting,

Unilever said its global ad study research found that the issue of stereotyping, conscious or otherwise, is most acute in the portrayal of women.

I know…..show me your shocked face.

The company’s survey of ads and consumers revealed that 40% of women do not recognize the faces being reflected back at them. The study provided a possible explanation; of the women the ads featured, 3% were portrayed in leadership roles, 2% were intelligent, and 1% were funny.

I want to know who the 60 percent of women are who DO recognize the faces being reflected back to them?   Seriously…who are you people?

Only three percent of women are in leadership roles.  Wow.

I applaud Unilever for their efforts to stop the sexist stereotyping women AND men in their ads.   It will be interesting to see what they come up with.

Are you stereotyping women in your ads?  Take The Buchanan Test to find out.

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PSA Shows Men Reading Mean Tweets to Women Sportswriters

When women complain about online harassment, the response is often “Don’t take it seriously” or “Grow a thicker skin” or “Everyone gets harassed online” or “They’re just spouting off. They’re not going to actually hurt you.”

But what happens when men have to read those actual harassing tweets to a woman’s face?

In an attempt to raise awareness about online bullying of women in sports, “Just Not Sports” did exactly that. In their new #MoreThanMean PSA, real men, who did NOT write the messages, read appalling tweets directed at sportswriters Julie DiCaro and espnW’s Sarah Spain … to their faces.

Bravo to the unsuspecting men who participated in this for displaying human decency.

Will this video have any affect on the violent harassment women face?  I don’t know.  But I hope it will provide a new perspective for those who are willing to address the issue.

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New Study Says Women In C-Suite Increase Profitability

 Wopen leadershipHaving more women leaders in your company significantly increases profitability.

That’s according to new research from The Peterson Institute for International Economics and EY.  The report, Is Gender Diversity Profitable? Evidence from a Global Study, reveals that an organization with 30 percent female leaders could add up to 6 percentage points to its net margin. Continue reading

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E.Q. Librium Book Reveals Secret to Career Success

E.Q. LibriumWe’ve all heard about the power of Emotional Intelligence.    Yvette Bethel has written a book that lays out a step-by-step map for how to actually use Emotional Intelligence to succeed in your career.

E.Q. Librium – Unleash the Power Of Your Emotional Intelligence – A Proven Path to Career Success gives readers specific information on Emotional Intelligence and how to use it.

E.Q. Librium is described as:

“The ability to identify personal emotions and the emtions of others and filter that information into a balanced, holistic, and self-regulated response.”

Here’s why that’s so important.  Bethel says,

“In every organization I witnessed similar emotionally oblivious patterns in leaders and employees and realized most people are blissfully unaware of  how their behaviors affect their colleagues.  For instance, one person may describe his or her behavior as passionate, tenacious, and focused.  The person on the receiving end may interpret the same actions as argumentative, controlling, bullying, or relentless.  Both perceptions are real to the perceivers.  If people are not trained to manage themselves and the situations they encounter, the result is often a toxic environment.”

Continue reading

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New Research on Millennial Women and Trust

Millennial women research from 22squared   hWhen it comes to winning the business of Millennial women, the most important thing you can do is to win, or more accurately, earn their trust.

How do you do that?

“The Trust Dynamics of Millennial Women” is a research study recently conducted by ad agency 22squared.

Key findings emerged around what matters most to Millennial women.  Top issues included brand’s character, transparency and validation from other people like them.  Female Millennial consumers value validation more than any other generation (41% of Millennials versus 28% of Baby Boomers). Continue reading

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Differences in How Men and Women Shop Online

online shopping habits of men and women

We’ve known for a long time that men and women don’t have the same online shopping patterns.  With all of the data available today, companies are trying to figure out what those specific differences are, and more importantly, how they can create an experience that delights both male and female online shoppers. Continue reading

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BUY UP App Helps Consumers Shop at Women Friendly Companies

BUY UP IndexDoes the company you buy coffee from every day offer maternity leave? Does your bank have any women in leadership? Do you fund women politicians, then drop hundreds weekly at a grocery store that has anti-family policies? Maybe you should know this stuff. Now you will.

BUY UP Index is the first app of its kind that allows consumers to use their purchasing power on companies most committed to gender equality.

BUY UP Index is a rating system and mobile shopping app that allows consumers to make purchasing decisions based on a company’s demonstrated commitment to gender equality. BUY UP Index rates brands and products and the companies behind them by performing extensive research through publicly available data to assess companies on four major areas: Women Employees, Women Leadership, Corporate Citizenship and Marketing.

I find this really intriguing.    We have values based investing.  This is a great way to promote values based buying.    I care a great deal about how companies treat their employees.  I’m happy to give my business to companies who are more supportive of women.

I talked with Amy-Willard Cross, CEO and Co-founder of BUY UP Index.  She echoed the same feeling.

“We’re empowering people to use their purchasing power on the most deserving brands,” said Amy-Willard Cross.  “There has been a lot of focus on designations for products that are fair trade, cruelty-free, etc., but there is nothing that audits and grades a company’s focus on women. BUY UP Index has been created to solve the massive problem of gender inequality on societal and economic fronts and to move the needle for women in a massive way and at a rapid speed.”

 Companies and brands take note – women are watching.

 “We designed BUY UP Index standards to be uncompromising, where ratings can’t be bought, sold or negotiated,” said Cross. “The only way for a company to game its score is by appointing more women to the C-suite, releasing stereotype-busting ads or making large donations to women’s causes. There is a $5 trillion dollar market eager to spend their dollars on brands that progress the objective of gender equality.”

 Amy Willard-Cross has a final words to shoppers – “Spend right, and change the world.”

Copy that.

Find out where your favorite brands rate.  check out BUY UP Index.

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New Book About Women and Money

MMM V2If you’ve ever spent time around women, you know they are constantly talking about their relationships. Women share all sorts of details and intimacies. But there is one relationship they almost never talk about, at least publicly – their relationship with money.

I’ve spent the last decade studying how men and women make financial decisions.  I’ve noticed some interesting patterns, particularly in how women approach money. Or in some cases, avoid money.   I’m always looking for new insights on what women can do to have a better relationship with money.   I found a great resource in Meriflor Toneatto.

Money, Manifestation & Miracles  – 8 Holistic Principles for Transforming Women’s Relationship with Money is a new book by Meriflor Toneatto.  Meriflor provides coaching, tools and strategies for women who are ready to release their limiting beliefs and blocks regarding  money.   These beliefs hold them back from maximizing their earning power and increasing their self-worth and net worth.

As Meriflor points out: “Your emotional state will ultimately determine your financial state. The way you do money is the way you do everything in your life.”  She makes some interesting analogies. Continue reading

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