Politics and the Women’s “Market” Angle
I prefer to steer clear of politics as much as possible, but, Robin Toner’s article (reg. required) in the December 2nd New York Times pointed out a marketing angle that also applies to the consumer realm. That is, that "feminine values of caregiving" and the perhaps more feminine negotiation style of "consensus-building" of Barack Obama are getting notice from female voters - and women of influence (such as the author Alice Walker). Here’s an excerpt from my recent HuffingtonPost piece on the story:
"What’s happening here? Voters are acting like the consumers they are,
and reflecting their more sophisticated decision-making skills. We’ve
certainly come a long way in finally having a female presidential
candidate doing so well in the race, but that alone won’t sway female
voters. Instead, most people, male and female, are looking for the
candidate who shares their values and approach, and who seems to live
and understand life in a way that is closest to their own perspective.
And, for the voters doing their homework, that person does not
necessarily have to have the same skin color or be of the same gender."
Are women, as voters and consumers, attracted to "feminine" values or are such values really more universally humanistic when it all boils down to it? Either way, it is great to have those values playing such an important part in this election process.
