Words From Our Team Members

Resilient Thinking
Resilient Thinking

Her Time is Now

As we look ahead in 2018, one thing is very clear…women no longer “lie in the blank, white spaces at the edge of print” (to borrow a phrase from Margaret Atwood). The movements #MeToo, #TimesUp, #AskHerMore have heralded a new era for women. And their time is now. This means how we communicate to women as decision makers in purchasing consumer products, or even navigating healthcare will change. Yes, female empowerment is not a new concept, but something has shifted. Recent cultural moments have struck a chord reinforcing that women are now in the driver’s seat more than ever before. So what does that mean for us as communicators?
 
Authentic communication is key…no really
 
When communicating with a woman about a brand it must be authentic. You may say “nothing new here.” But no, this doesn’t mean you can rest on your great demographic research and Simmons data. It means truly understanding her decision-making process, emotional connections and what she thinks, feels, says, and does. Offer voices that are like her, include her in the conversation and ensure that she is helping script the narrative.
 
Don’t patronize…it’s not becoming
 
Pandering to this audiences will win no hearts or minds. Women can see through communications that stereotype who she is. Make sure you back up tactics with real women who represent the reality of her day-to-day life.
 
Don’t forget…men are important too
 
While we may have Helen Reddy on repeat on our playlist, this is not the time to alienate men from the conversation. Knowing how to integrate trustworthy male voices into communications, especially in the healthcare realm is important. Further, remember, women often make purchasing decisions for the men in their lives, so finding ways to celebrate the men who support these women is always a good idea.
 
As brands and companies catch up with these new communications dynamics, perhaps we will truly see the rise of a strong she-conomy.

Olga Fleming / CEO
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