This past March 4th saw the fifth edition of professional forum Rethinker: Women Decide.
These were the 8 speakers who took part in the conference and a link to the subject matter of each of their addresses:
Jane Cunningham & Philippa Roberts (“Dentro de su linda cabecita: Aprendiendo a pensar como una mujer”) (“Inside her cute little head: Learning to think like a woman”)
Avivah Witenberg-Cox, a consultant setting out the concept of womenomics (“Por qué ‘mujer’ significa ‘negocio’: una aproximación a la ‘Womenomics'”) (“Why ‘woman’ means ‘business’: an approach to womenomics”)
Ignacio Morgado (“¿Decidimos de forma diferente hombres y mujeres? “) (“Is decision-making different for men and women?”)
Alberto Pierpaoli, CEO of The Gender Group (“Como conectar con ese 51% del mercado que hace el 80% de las compras.”) (“How to connect with that 51% of the market that does 80% of the buying”)
Caroline Foster Kenny (“Engaging the Digital Native”)
Jesus Alonso, editor of blog Adwomen(” ¿Las creativas mujeres conectan mejor con la mujer consumidora? ) (“Do creative women connect better with women consumers?”)
Alfons Cornella, president of infonomia (“Lo que es women friendly, es people friendly”) (“Whatever is women friendly, is people friendly”)
Marti Barletta, expert in marketing for women (“Ganando con mujeres compradoras – El mayor poder de compra del mundo”) (“Winning with women shoppers – The greatest buying power in the world”)
Here are some of the concepts covered in the forum, that we collected from Twitter, Blogs and Social Networks:
Some Advertising Bilingualism must be put to practice, a language that can be understood by both genders. A high degree of masculinization can be observed currently, with women identifying very little with brands. Gender differences are there to be recognized, used and enjoyed.
”Women consumers disconnect from ads that don’t represent women in a realistic and credible way. Women must be shown to have more real perspectives, something they can identify with”
Taking into account that women are responsible for 80% of spending and 91% of buying decisions around the world, there is an obvious need for a greater presence of women in the world of communication, in order to connect with that target on a communicational and business level. “creative women are better equipped to connect with women consumers.”
Women have changed in the 21st Century, and it is important to learn to connect and communicate in their language, reviewing all strategies. The change experimented by women in the last years has been one of the most drastic. The new generation of young women (aged 15 to 24) has grown in the Internet era, these new digitally native women are not only consumers, but are looking to play a more active role, while incorporating a marked female conscience. The new generation of digital women are more producers than they are consumers (even so, we consume more than 80%…)
“Many business men, creative directors, pay no attention to young creative women, thinking it will be of no avail: why motivate them, why listen to them, why take them into consideration, if the moment they decide to be mothers they’ll leave everything else aside?” Jesus Alonso
“When men think of buying a product, they do so by a process of elimination: they are lineal. Women do networking! We are more interested in the relations we can establish as a whole”
“And why do we empathize more? Three answers: 1. faced with stressful situations, women tend to comment on their fears and emotions (we are more communicative), 2. the decisions we make are guided more by the brain’s corpus collusum (the part connected to emotions and the intellect), 3. strategies are based on creating communities and paying attention to our surroundings, because, historically, we have been more vulnerable”
“The process of buying for women is like a spiral. Before deciding on something, they ask, look for opinions and feed on information. Their objective is to find the perfect answer, motivated by detail and planning”
“With a majority of women users, social networks have reinvented communication, turning it into an act of exchange, of sharing within a community. Brands must adapt to this new world.”
“Men and women have different frameworks of reference and strategies. While men are lineal, women are multi-task and prefer to work to the maximum of their capacity. Men prioritize and women maximize”
Jane Cunningham and Philippa Roberts stressed the importance of empathy. “Women tend to come closer to one another by empathizing, while men tend to be systematic”, Roberts explains.
The problem, according to Cunningham, is that “most organizations work systematically, and don’t use empathy, particularly in financial, automotive and technology services.
“In order to attract women, empathetic activities must be developed. Get into their shoes. Be a reflection of women’s interests in womens’ language”, says Cunningham. Roberts adds that we should create “an environment that makes them feel secure, use a language that makes them feel integrated in a community and communicate with them through their channels, but above all, act rather than speak, because actions speak louder than words”.