En marzo se festeja el Día Internacional de las Mujeres. En America Latina se habla “de la mujer”, como si existiera una sola forma de ser mujer. Pero es "de las mujeres", porque existen innumerables formas de serlo. Ademas se festeja marzo como "el mes de la mujer" con promociones, ofertas, etc.
¿Y los demás días del año de quién son? Parecería que de los hombres, porque nos olvidamos de ellas el resto del año. Y lo que es peor cuando nos acordamos tenemos que “marcarlo” con la palabra “mujer” o con el color rosa.
Las mujeres son invisibles el resto del tiempo porque asumimos que piensan, actúan y toman decisiones de la misma manera que los hombres. Es que no se tienen en cuenta las diferencias culturales de género. Las mujeres y los hombres tenemos distintas motivaciones, valores y formas de elegir y decidir. De eso se trata. Y de tenerlo en cuenta todo el año con comunicaciones y estrategias segmentadas por género. Las empresas deben ser conscientes de que al no hacerlo, lo que logran es consumidoras insatisfechas. Por algo, al medir 25 categorías de productos y servicios, observamos que las mujeres no están satisfechas en como las tratan esas industrias como mujeres.
THE INTERNATIONAL WOMEN'S DAY: ALL YEAR LONG
Internationally, on March the 8th. we celebrate the International Women's Day.
In Latin America, instead, we talk about "the woman" as if there is only one way of being a woman. And we celebrate also March as "the woman month" with promotions and offers addressed to her. But in fact, in the rest of the world, it is "Women's day", because there are different ways of being a woman.
In Latin America, instead, we talk about "the woman" as if there is only one way of being a woman. And we celebrate also March as "the woman month" with promotions and offers addressed to her. But in fact, in the rest of the world, it is "Women's day", because there are different ways of being a woman.
But what happens the rest of the year? Women become invisible and it seems that the rest of the year belongs to men. And what is worst, when we try to address women, we believe that the right way of doing it is by using the word "woman" everywhere or coloring all the ads in pink.
We assume that women think, behave and take decisions in the same way men do.
We do not consider the cultural gender differences. Women and men have different motivations, values, ways of choosing and making decisions.
We need to take this into account all year long using strategies and communications segmented by gender. Corporations must be conscious that if they do not consider that women are different from men, what they get is unsatisfied female consumers. That's why, when we measured 25 product and services categories, we observed that women were not satisfied in the way in which they were treated as women by those industries.
We do not consider the cultural gender differences. Women and men have different motivations, values, ways of choosing and making decisions.
We need to take this into account all year long using strategies and communications segmented by gender. Corporations must be conscious that if they do not consider that women are different from men, what they get is unsatisfied female consumers. That's why, when we measured 25 product and services categories, we observed that women were not satisfied in the way in which they were treated as women by those industries.
