Liyizwa kanjani lendaba bo dade labo mama? Sure, it's from a Western perspective kodwa angithi yikho lapho eliphila khona manje.

Why women don't relax.

I actually don't agree with this assertion. I rather think that things are in-fact contrary to the points given above. Ngibona angathi amadoda are always busy trying to make deals, making money and pimping.

Singaze siyifake kweyethu icontext Skuvethe angiboni mahluko omkhulu. Isiqokoqela sendaba yikukhuthala vs ubuvila! Umalukazana obukwayo ngokhutheleyo. Ivila liyinhlamba kwabozala. Ukukhuthala kuka mama yiyona ndlela atshengisa ngayo uthando.

Now we are back to this boring a lousy topic

Hawu Jama kuhamba njani? Kungenani sabona wethu, siyakwemukela enkundleni njalo sithemba koba kuhle ukuba lawe. Hayi ke we are not back to the topic, yacina mhlaka 8 May ukuxoxwa, wena nguwe osuyivusa. Kanti njalo uba isahluko sikubhowa umkhuba okhona yikuthi umane uvale indlebe lamehlo, labo abasikholisayo baqhubeke bekhululekile. Ngakulunye uhlangothi ukhuluke ukuvula izahluko ezikujabulisayo, uthokoze lalabo who may share the same sentiments.

Women on top


Fri, 28 Jul 06 | Commercial Press Release



Contents
Marketers still struggling with women

London - Women are staying single for longer, having children later, and outliving men well into an increasingly prosperous old age. A new report* from independent market analysts Datamonitor shows that the once-predictable course of women's lives has undergone considerable upheaval in the past 20 years, and trends in their lives point towards their even greater importance in the consumer landscape. However, the report reveals that outdated gender assumptions are preventing marketers from properly connecting with half of their potential consumers. "Too many marketers' approaches to female consumers are reliant on outmoded stereotypes based around the nuclear family or the superwoman. They should instead be steering towards a sharper understanding of the modern female consumer" comments Matthew Adams, Consumer Markets Analyst at Datamonitor and author of the report.

The power of the purse

Changes in women's lives have boosted their spending power, but they also still carry out most of the household shopping and chores. It is estimated that they control more than 80% of all consumer purchasing decisions in the US. "Since women account for over 80% of all consumer purchases, understanding how they make purchase decisions is critical to building share with female consumers," comments Adams

With wider access to tertiary education, women's spending power has risen significantly. Girls are often outperforming boys in secondary education which is having a knock-on effect in tertiary education. Women account for over 50% of university students and this proportion should grow to somewhere between 55% and 60% by 2010 across Europe and the US.

Table 1: Female students as a percentage of overall tertiary students, Europe, 2000-2010

2005 2010 France 55.8% 59.9% Germany 50.1% 53.8% Italy 57.0% 61.2% Netherlands 51.6% 55.4% Spain 54.6% 58.6% Sweden 60.5% 64.9% UK 57.8% 62.1% Europe 55.0% 59.1% US 57.9% 62.2%

Source: Datamonitor

The so-called postponement syndrome whereby marriage and parenthood are postponed until later ages also means that women are putting a high value on socialising, close friendship, and indulgence. Datamonitor forecasts that the alcoholic drinks market is to benefit hugely from this trend. In the UK, per capita spending on alcoholic drinks is forecast to increase 24%, from £505 in 2005 to an estimated £624 in 2010.

So much fun to have but not enough time

Despite the 'Dinosaur Dad' becoming a relic of the past, the average woman still spends much more time on household chores than the average man. In the UK, this is more than 2.5 times more time spent on housework. Machismo is alive and well in southern Europe as women in Italy and Spain spent more than three times as long as their male equivalents on household chores. This results in women having less leisure time than men. This is why when women get free time they are so keen to make the most of it.

Datamonitor's top tips to avoid gender stereotypes:

Embrace gender differences

Women are different from men and the differences must be acknowledged and celebrated without alienating one gender in preference to another.

Connect better with female consumers

Women use communication differently to men, including a wider repertoire of methods, and tend to invest more of themselves in their communication rather than taking in and relaying facts. To be a winner in marketing to women, brands must speak women's language as well as use the most appropriate channels.

Beware of alienating men when celebrating the uniqueness of women

Humour has long been a vital component in advertising. Male humour is more likely to be based on one-upmanship and put-downs at the expense of a figure of ridicule. While poking fun at men can be humorous in the short-term, it can have possible downsides. It can alienate men, which is of serious consequence to any product that enjoys frequent purchases from a significant number of male consumers. For example, Diet Coke has been strongly linked to a female audience for many years with adverts that feature women ogling male models. However, the product has since been realigned to be more gender-neutral.

Employ feminine humour

Use the type of humor that women readily connect with. Women's humor is based on identification with shared meanings and situations. If an advert can elicit a refrain such as "that's so true", "that's just like me" "that's me they're talking about" then it has scored a bull's-eye in appealing to feminine humor. Bacardi has launched its healthier half-sugar variant version of Bacardi Breezers backed by a poster campaign that plays on the half-sugar name and that notes the conflict of being healthier while still wanting to have a good time with taglines that empathize with wanting it all but needing to make compromises.