My friend Ryan asked me yesterday “Why is it that all commercials seem to be derogatory towards men lately?”
I told him that it this isn’t just a recent thing, that TV shows have been stereotyping both men and women since the 50’s (e.g., Archie Bunker or Homer Simpson) and that if TV commercial have gotten worse, it is only because brands know that women influence 80% of all consumer purchases, and so marketers are trying to cater to women by bashing men to show women that the brand is on “their side.”
(We came across the same issue when thinking about Clos du Bois because we know that “men bashing” is NOT the correct way of trying to appeal to anyone, especially if you are a brand that doesn’t want to alienate men…. But as we found during some meetings, it is so much fun).
Women also seem to be turning up on online with sites that are dedicated to them (i.e., Glam or Yahoo Shine) and not just the cheesy TV channels like Lifetime or Oxygen or men bashing sites like Don’tDateHimGirl.com
Here are a few articles on women embracing web 2.0:
Women are a powerful and important consumer market worthy not only of companies’ attention, but also of their marketing dollars.
But a question remains, do companies need to single women out in their marketing efforts? Or is it enough to assume that they’re already reaching women with their general marketing campaigns?
“Overtly characterizing a marketing program “for women only” will backfire with both genders. I like to say, “Don’t paint your brand pink.” It will alienate men and make women suspicious that they are getting an inferior product.”
“More women are on social networks and on average have slightly more “friends” than do men. A prior study found that women spend more time on social networks than men do.”
“Niche social network CafeMom has raised $12 million in financing in March 2008.”
“Cookie and snack maker Pepperidge Farm has launched a new website that uses social networking to build a community around its products. Pepperidge Farm’s ArtoftheCookie.com is targeted at women and emphasizes the connections they have in their lives.”