To Avoid Polarization, Choose Words Wisely
Maybe it’s the political season rubbing off, but the word and concept of “polarization” has been on my mind lately. Whether its male vs. female, democrat vs. republican, black vs. white or vegetarian vs. omnivore - it can all seem a little extreme. On an average daily basis, it seems like men and women do manage to work/live together and blacks (and all other races) actually do live/work with caucasians, and meat-eaters do interact with those who don’t eat meat (see Kate Murphy’s article in the New York Times for more on this particular combination).
Of course, you can argue that there are cases where this is not so - and there are certainly parts of the country and the world that have more trouble with religious or racial tensions. BUT, I’m arguing that perhaps we should pay more attention to those stories about how well people actually get along.
Life is not - nor has it ever been - black and white. Rather, it is many shades of grey.
Interestingly, it can be the simplest of things - like word choice - that increase or decrease polarization around a topic or difference. As Bernice Hurst writes for RetailWire, using “meat-free” rather than “vegetarian” on grocery products has proven to make a huge difference for consumers. Vegetarian seems to connote the extra baggage of a stereotyped “hippie” lifestyle with which not all non-meat-eating types care to be affiliated. That word feels a bit loaded, while the term “meat-free” seems somehow lighter and less judgmental, doesn’t it?
What about the word “unmarried?” I remember finding it so weird to sign my first mortgage papers way back when, and having “an unmarried woman” clearly noted beside all my signature lines. It has negative baggage (woe is me, I am “un-”) as opposed to another word for the same state of being - single - which seems to be a more positive term in many ways (and again, lighter or connoting more freedom).
And, what of gender in business, just as in life? Is it really men vs. women, or is it left brain traits as compared to right brain traits? What if we stopped talking about marketing to men or women and just paid attention to marketing to the most challenging customers (however each of us defines our market segment)? Isn’t it as compelling a task if we re-frame it that way?
Though there are times when pointing out extremes is necessary, the tendency for such an approach to spiral into polarization is great. When you think of today’s amazing global melting pot, it would seem to make more sense to focus on the shared concerns/interests/beliefs/attitudes rather than emphasize the differences between people.
Avoiding unnecessary polarization within the consumer market definitely takes more attention to detail and an increased responsibility on the part of the marketer for re-framing and choosing words, and tone, wisely. It may make a clever book or seminar title, but the Mars vs. Venus framework doesn’t necessarily help men and women communicate, or businessmen and women who are trying to more successfully reach their customers.
Bring on the wordsmiths!
February 15th, 2008 at 6:21 pm
I regrettably agree with you. I don’t want to have to walk on eggshells to market to my target audience; but I guess I have to.
February 21st, 2008 at 11:55 am
While making my bi-weekly visit to Barnes & Noble, I couldn’t help noticing the new book from John Gray on Mars & Venus. And the hits just keep on coming!
By the way, where was it or who was it that recently quoted research stating that women were more partial to “unmarried” than to “single”. Can’t recall.
February 21st, 2008 at 12:03 pm
Interesting - once again, I am a focus group of myself. “un-”.. sounds (to me) as if I’m lacking in something.
As for Mars/Venus - it may be that society has, for far too long, referred to HUGE differences between men and women that leads to insurmountable communication gaps. (Woe is us). The general public is left to believe Mars and Venus really are, and forever will be, orbits apart. But, if you consider the average “day in a life”… men and women seem to get along pretty well, esp. when they are communicating about things that have nothing to do with gender (which is probably much of the time - work, taking care of kids).