Marketing to Women 2.0: Her Heart
The Connected Generation Podcast: Marketing to Women 2.0 Topic: Her Heart, Episode 47
1.0= Classic truth about women
She wants your brand to act responsibly and support worthwhile causes
For years women have responded to brands that are acting with high integrity, helping people that are in need, treating their employees well, protecting the environment and other deeds that create a shiny corporate halo. Good corporate behavior could “tip” a woman into a sale if she is looking at two brands of equal quality.
2.0 = Fresh ways connected women are living out this truth
She is seeking volunteer and giving opportunities that deliver a paycheck of the heart
Many connected women are determined to make a difference and want to get closer to the give back experience. She knows that as both parties are help each other they are mutally transformed. This group embraces organizations and missions that are close to their hearts and that provide highly interactive, potentially transformative ways to participate.
Young women in particular are looking closely at corporate giving and ethics in their purchasing and career decisions.
According to an article in USA Today:
- 61% of 13- to 25-year-olds feel personally responsible for making a difference in the world.
- 81% have volunteered in the past year.
- 69% consider a company’s social and environmental commitment when deciding where to shop.
- 83% will trust a company more if it is socially/environmentally responsible.
The online study performed by two Boston-based companies, Cone Inc. and AMP Insights, suggests that these millennials are “the most socially conscious consumers to date.”
This give back attitude and need is influencing career choices and shaping how women spend their downtime and vacations. In many cases, motivated connected women are interweaving career aspirations and mission-driven desires in a highly synergistic way.
Strategy: Design GIVE BACK opportunities that are smarter, hands-on and personal.
- A San Francisco-based micro-finance organization called Kiva (a Swahili word meaning “agreement” or “unity”) matches people who want to loan small amounts of money with entrepreneurs in emerging countries. All you have to do is choose from a list of small businesses and projects in countries such as Kenya, Mexico, Ecuador and Uganda. Next, decide how much cash you want to contribute – starting from $25 – and send it with PayPal. The site outlines each entrepreneur’s project and what the selected business will do with the funds. Recipients keep online journals (often with updates from loan officers) and keep you in the loop about their progress and how your cash is being used. Once the interest-free loan is repaid, you get your money back. Kiva.org honors the fact that would-be benefactors don’t always have bulging wallets, and it enables people to support concrete change on a highly personal level.
This post was written by Lisa Johnson
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[...] A fellow blogger wrote a fantastic post today on “Marketing to Women 2.0: Her Heart”Here’s ONLY a quick extractThe Connected Generation Podcast: Marketing to Women 2.0 Topic: Her Heart, Episode 47 1.0= Classic truth about women She wants your brand to act responsibly and support worthwhile causes For years women have responded to brands that are … [...]
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