Marketers, Beware the Gender Gap
Andrea Learned, expert on marketing to women
- Andrea Learned, co-author of Don’t Think Pink and contributor to WOMEN-omics.com, has penned a new report called “Beware the Gender Trap: Marketing to the 21st Century Gender Neutral Consumer” (See below for the downloadable version).
- In the report, she warns marketers not to polarise consumers by gender.
- Today, she says, consumers are more likely to be split between those who use their right side of their brains more for consumer decisions (relational, empathetic, holistic) versus thos who rely more on the left side (logical, linear).
- Today many men are just as likely to be right-brained consumers, which means that they shop more carefully, holistically and with an eye for wider issues such as sustainability, ethics and so on. This does not mean they stop being men.
- Women have always shopped like this. So, Learned says, if companies market to consumers on this basis they will reach the most discerning and thoughtful consumers from both sexes. Using these high standards they will naturally attract all the other consumers too.
- Andrea Learned was interviewed on the topic recently by a local US radio station called “the browser”. Click here to receive the podcast.
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