Women control an incredible amount of buying power. After all, we're roughly half of the people in the world. Even when men were the primary income earners of the middle-class family, women were still often targeted by marketers because their perspective had the chance to sway the entire household's decision. Marketing to women isn't a new idea, but it's time to make sure that your business's approach has evolved.
A father and a daughter driving after baseball practice. A momentary glimpse of a peacock. An ignored phone call from Mom. But which commercial you get to see may depend, in part, on what ethnicity you are. A Latino man enjoys his driving experience so much that he dares to decline a call from his mother, a move that the target audience is meant to see as rebellious. A father picks up his daughter from baseball practice, a casting decision made to suggest that the Camry brings out the affectionate side of Asian-American fathers. A schoolboy, a young woman and a bespectacled man are each waiting for someone.
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I was talking to my friend, Kim, as we sipped cocktails at a bar in Hollywood. She followed my gaze. I nodded. She raised an eyebrow and slurped on her vodka cranberry.