I like the sound of the Simplifier, a psychographic recently defined by John A. Quelch and covered by Iconoculture. This person is:
“…a middle-aged affluent looking to downsize during the downturn because she wants to, not because she has to (Harvard Business Publishing 10.15.08).”
While the Simplifier may … Read on >
I’m just back from a hopeful and exciting conference on homebuilding and how to create vibrant community, and am gathering my thoughts to share in a future post. In the meantime, I wanted to make sure you all saw this MediaPost commentary by Hugh Hough of … Read on >
Sometimes the stars just align and consumer trends come together in a way that seems so natural. Consider, for instance, the women’s market and sustainable business practices. If you’ve been struggling to pursue each as a separate initiative, take heart. In many ways, you will come to powerfully reach today’s … Read on >
Marketing can be an overwhelming topic. Do you focus on marketing to women? Do you focus on becoming more green and reflecting that side of your products/operations? Do you forget about the mature market and put all your budget into young men, age 18 - 34? … Read on >
Leadership and the Sexes: Using Gender Science to Create Success in Business
by Barbara Annis
"The future of corporate success (especially with women occupying 50 percent of the workplace) lies in women and men both becoming gender intelligent in negotiations." This book is HR/leadership-focused, but there are significant implications for marketing team effectiveness and the understanding of today's consumers.
Guyland: The Perilous World Where Boys Become Men
by Michael Kimmel
Kimmel offers incredible insights on how young men view their own masculinity (and why). The way men think, in general, will be key to the broader gender trend conversation of the 21st century - with some major marketing implications (if you ask me).
The She Spot: Why Women Are the Market for Changing the World -- And How to Reach Them (BK Business)
by Lisa Witter and Lisa Chen
Social change driven by women - how much more hopeful about our world could you get? This book is well-written, and its nonprofit advice also applies, for the most part, to corporate marketing.
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."
