Two stories crossed my path this morning that should provide more ammo for any brand still not convinced that they need to go green (I know you are out there…). The nuggets of insight therein: Environmental awareness has gone mainstream - way beyond treehuggers, and, your approach to "promoting" green-ness … Read on >
If money can no longer be thrown about and perceived as a status measurement tool, where do people turn to gauge their place in society in times of economic challenge? It’s a tough call, because this sort of situation cuts to the quick, psychologically. Very few people would actually admit … Read on >
I find myself more often these days strongly encouraging clients and audiences - esp. those looking to connect with a relatively educated women’s market - to explore their … Read on >
Thanks to the Springwise newsletter, I just read about Carrotmob - a very clever, crowd-driven approach to changing the behavior of store owners and brands toward more environmental … Read on >
1) Aliza Sherman-Risdahl, one of the pioneers of women in technology and author of several books (including her latest, The Everything Blogging Book), just launched the Small Biz Tech Girl podcast. Her years in the business, experience with her own entrepreneurship and ability to make technology … Read on >
I’m just back from presenting to a roomful of retail and mixed-use developers at an Urban Land Institute conference where I emphasized “eco-responsibility” as one significant way for them to become more relevant to women. Difficult as that may sound given it is an industry with a naturally large … Read on >
Thinking about and protecting the environment is increasingly important to consumers (as per this recent MediaPost research brief on Nielsen Online findings). To those of us studying female consumers, in particular, this should be no big surprise.
My latest post for eBrandMarketing presents a good example of one brand … Read on >
1) A commonly pondered question in the consumer goods world is this: how does a brand continue to serve its most passionate core customers and still expand into new markets? QuikSilver has launched a new 20-something women’s clothing line that is all about lifestyle and not directly linked to the … Read on >
Can we all safely say that consumers ARE changing the way they buy, even if just a bit or slowly, toward a more sustainably-oriented perspective? I think so - but, … Read on >
Just a snippet from the March 2008 issue of Fast Company:
In an article on Zipcar, Alex Frankel writes (and he quotes the company’s CEO, Scott Griffith):
"While other companies wrap themselves in green with every modest earth-friendly nod, Zipcar has adopted a see-it and forget-it model. … Read on >
Peak: How Great Companies Get Their Mojo from Maslow
by Chip Conley
I'm a big psychology buff, so this application of Maslow's hierarchy of needs to the business realm fascinated (and resonated) with me. As Conley mentions, psychology in business has long been about "fixing it," but that won't necessarily "offer the opportunity for transformation to a more optimal state of being or productivity." Everyone can learn from this discussion.
The Sexual Paradox: Men, Women and the Real Gender Gap
by Susan Pinker
A fascinating examination of how sex differences play out over the life span. One interesting quote: "For most women it's less a question of who's able to win. It's whether competing feels good and is worth the cost."
Robin Hood Marketing: Stealing Corporate Savvy to Sell Just Causes
by Katya Andresen
Andresen writes that causes can learn from traditional marketers, but after reading this, I'd argue that traditional marketers can learn from the causes profiled. An interview with Andresen is included in my eBook, 9 Minds On Marketing.
You Just Don't Understand: Women and Men in Conversation
by Deborah Tannen
Men have a more asymmetrical, positioning approach to communication, while women have a more symmetrical, connecting approach. This is a classic worth revisiting frequently.
BOOM: Marketing to the Ultimate Power Consumer -- The Baby-Boomer Woman
by Mary Brown and Carol Orsborn
It's a hot topic - and the case studies and examples presented in BOOM can offer up insights to get you started.
