I've written before about how the SHIFT toward sustainability happens because so many not-so-well-recognized men and women are doing their particular part. Driven by personal passion and encouraged by one another, these are the people we need to start to notice. That's what inspired the commentary I wrote for my most recent VPR piece. Here's [...]
What motivates the average person to engage with the tough societal issues? That's a question I'm deeply exploring in both my work and master's studies these days. An article by George Marshall in Yes Magazine helped me put some framework around the psychology of climate change denial, specifically, and start to form some ideas for [...]
There's nothing like going back to school to get a fresh perspective, and - wow - have I been learning some fascinating stuff since I stared working toward a master's degree in socially responsible business and sustainable communities through Goddard College. The ideas and connections it is sparking, in fact, inspired my most recent commentary [...]
I was inspired by a recent Time magazine article to consider the new power of the "citizen consumer " in my October 5th VPR Commentary. I celebrate this new responsibility revolution in my own buying, but I'd also suggest that marketers take heed. The way a person makes purchase decisions is influenced by much [...]
While it may be more commonly used in self-help or religious books, I've been seeing the word "journey" a lot in my sustainable business practice research. It strikes me that the word may, as well, be a good term/image both for representing a woman's buying path AND representing the path by which any brand [...]
This June 30th VPR commentary is my first in what will be a regular (probably monthly) contribution. My intention is to explore my passions for sustainable living and business practices with a bit of cultural and consumer behavior insight rolled in. As I focused on marketing for all these years, I began to see much [...]
Beware the Gender Trap: Marketing to the Twenty-First Century Gender Neutral Consumer
If marketers continue to create campaigns based on thinking that “men always do this” or “women always do that,” they are going to fall into a gender trap. In this era of the much more diligent shopper, we just can’t make assumptions about how gender influences consumer behavior. Those marketers that do risk irrelevance in [...]
In an interview entitled, "Is Marketing to Women Dead?" - Maria Reitan, host of Purse Strings Radio, and I talk about how gender awareness is evolving in marketing, including which brands already address those changes in how men/women buy with their ad campaigns. Marketing to women isn't dead - but, with men shopping more and [...]
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 savviest women by taking steps [...]
It's official: I am a Cool Friend. :-) Check out my interview for the Tom Peters site. It was very fun to talk about my eBook/PDF on 9 Minds In Marketing and get to know Erik Hansen and the TP crew members in the process.
My conversation with Erik Hansen, covering a wide range of topics, including: my 9 Minds On Marketing eBook, marketing to women trends, my travels and my thoughts on snowboarding.
