A talk I gave at the Infopresse Femmes et Communications conference in Montreal in June 2013. It addressed the business opportunity that women represent, both within businesses as people we hire, promote and retain; and in the way ideas creative agencies and departments produce address women as customers.

1. WOMEN
half of
everything

2. bon jour,
i’m @farrahbostic
I run...

3. the bad
We’re paid about 80 cents on the
dollar for the same work.
We’re less than 5% of CEOs and
corporate boards.
We’re less than 5% of agency
creative directors.

4. We get ‘mommy tracked’.
So we leave - not for home,
but for other work.
Some of us leave before we’re
forced to...
We’re not ‘leaning in’...

5. What women want?
The same things men want.
what we’re struggling with?
the same stuff.
Pew Research “Modern Parenthood”, March 14, 2013

6. the truth is, the modern
corporate environment
sucks for both men & women
but it’s women who will
have to change it

7. Why?
Because we possess half of the
available talent, and more than half of
the college degrees.
Because we make 1/2 the purchases
and influence the others, in every
category.
Because we control half of the wealth,
and start most of the businesses.

8. and yet
Women are more successful and
stable entrepreneurs...
but VCs don’t invest in us.
Women foster better results as
executives & directors...
but too few of us are promoted
through ranks.

9. but
especially
Women work, earn money, create
economic growth, and control
household and commercial
purchasing...
But marketers and politicians treat
us as a single type:

10. The busy mom
on the go.

11. Weber Shandwick & KRC Research Digital Women Influencers Study 2013
We’ve seen these stats. A lot.

12. women & marketing #WTF

13. via:
thehairpin.com
women laughing alone with salad
#WTF

14. via:
thehairpin.com
women struggling to drink water
#WTF

15. everywhere you go... #WTF

16. #WTF

17. #WTF

18. #wtf

19. tech brands #WTF

20. take smartphone brands
(please*)
* With apologies for Henny Youngman

21. mobile is 1/2 women
44% of all US women own Smartphones.
(Pew 2012)
54% of moms in the US own smartphones.
(Nielsen 2012)
55% of US women aged 15-24 own
Smartphones, leading the world in adoption.
(Nielsen 2010)
Half of tablet owners are women.
(Flurry 2012)

22. and yet, exhibit a: #WTF
2005’s SGH-E530
“specifically for the modern
Arab woman.”
Apps: fragrance/aromatherapy
guide, calorie counter,
shopping list, menstrual-cycle
calendar, biorhythm alarm
2008‘s Allure S LadyPhone.
Apps: fragrance consultant,
calorie counter, and shopping
list, SOS message/Fake Call
Came with a clutch with space
for makeup, credit cards & the
phone
2010 Galaxy S Femme.
A pink Galaxy S, with a complete
AVEDA traveling kit including
creams and cosmetics, a travel
kit voucher, and a 4GB microSD
card including an AVEDA app to
advise women on skin and
haircare

23. why???

24. "[Y]ou must remember that arbitrary power is
like most other things which are very hard,
very liable to be broken; and, notwithstanding
all your wise laws and maxims,
we have it in our power, not only to free ourselves, but
to subdue our masters, and without violence, throw
both your natural and legal authority at our feet."

25. listen up.

26. women are not...
A ‘segment’.
An ‘issue’.
An ‘initiative’ or
‘program’.
we’re not what you think.
women are...
A diverse group.
Half your
customers & your
talent pool.
In control of 80%
of spending.

27. some brands get it.
most of the time.

28. “Look at me, study me and understand me.
Then, and only then, can you make my running
shoes. Don’t give me a small, pink version of a
man’s running shoes.
“I’m not a small, pink version of a man.”

29. then,
‘pink it &
shrink it’

30. now,
kick ass

31. So what’s the big idea? Simple.
Treating women with respect isn’t
just a moral issue.
Nor is it simply a legal problem.

32. It’s a business decision.

33. we might not be your ‘target’,
but we’re definitely your customer.

34. “If a board doesn’t look at all
like the market being served,
then something (Big) is (Badly) wrong.”
Tom Peters

35. it’s simple, really.
Hire women,
and see business results.
Create good products for women,
and see business results.
Market to women intelligently,
and see business results.

36. how do we market ‘intelligently’?
Accept that women are your customers.
Understand the context.
Fight the urge to ‘pink it & shrink it’.
Don’t assume gender matters.
Know that women also like humor (and sex).
Play to your (and womens’) strengths.

37. ladiez ftw