Most companies flying blind on gender, Chicago co-chair tells Fox News
Monday, January 16, 2012
Most companies are
not studying gender as it relates to business,Network of Executive Women
Chicago Co-Chair Bridget Brennan said
in recent interview with Fox News.
world where women so dominate consumer purchasing, it is a blinding oversight
that we don’t study gender psychology as it relates to consumer purchasing, ”
said Brennan, CEO of Female Factor and author of Why She Buys: The New Strategy
for Reaching the World's Most Powerful Consumers.
In virtually every society in the world, women have primary
responsibility for both children and the elderly -- and just about everybody in
between, Brennan said. "This means when a woman goes shopping, she’s looking at
her purchases through the lens of other people’s wants and needs, this really
impacts how she makes purchasing decisions.”
Most men don’t have the role of primary shopper for their
households, so their frame of reference is different when they are in the
shopping landscapes, she noted. Even as men take on more responsibility at
home, women often default to the roles they saw their mothers play when in
their household and feel it is part of their responsibility as a woman, a wife
and a mother to fulfill some of these duties, Brennan said.
One example of something companies get wrong across the board and
across industries, she said, is the overuse of the color pink for adult women.
For example, companies will come out with a product and then produce the exact
same version of a product and make it pink for women.
"Pink is not a strategy,” she said, "and women are
suspicious of products put out in the marketplace as ‘for ladies only.’”