The Power of the Modern Purse

Women don't want to be talked down to or reminded how busy they are: A company's message should transcend the everyday grind and connect to their thought process on a deeper level.

Give women options and let them decide what they want to get out of it -- whether it's a product, a service or an experience. There are some things very typical to women, but they don't want to feel like they are relegated to just one category.

Make your company a role model: Companies must adapt to the way women want to work in order to be regarded as a more attractive place to build a career, as well as a more appealing place to shop.

THE POWER OF THE MODERN PURSE

Be real, be there, be you

Use your brand's voice. Just because it's a change of medium, don’t change your voice. Know your brand essence and stick with it.

Sustainable Consumers

"Today’s more environmentally and socially aware consumer is looking for evidence of, and hoping to connect on, shared values with today’s brands... Here’s the twist that should motivate a hesitant brand to take the communication of sustainability more seriously right now: women’s ways of buying are a sustainable consumer’s way of buying". Learned on Women

Beyond power: on women, men and morals

"If we want a different future, we will have to create it. No one will do this for us. The starting place is within the self, in an investigation of our needs and desires, a reconsideration of what gives us pleasure, what makes living seem desirable; and of our pursuit of power or control... Essential to felicity are an integrated self, used to the fullest possible extent; and integration of the self and the world. Integration of the self means using all one's capacities - talents and abilities valued in the public and the private domains. All of us possess, to different degrees, the ability to nourish and heal, to teach and learn, to act purposively and to play. These are human, not male or female capacities. Integration of the self and the world, means involving oneself in a community of some sort and participating in the public world... The end is the process: integrating ourselves and carrying integration as far into the world as we can. There is no final end; there is only the doing well, being what we want to be, doing what we want to do, living in delight".

Beyond Power: On Women, Men and Morals. Marylin French

brandnewoman mingling

"More people than ever will be living large parts of their lives online in 2010. Yet, those same people will also mingle, meet up, and congregate more often with other ‘warm bodies’ in the offline world. In fact, social media and mobile communications are fueling a mass mingling that defies virtually every cliché about diminished human interaction in our ‘online era’." Trendwatching