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Well for one thing and most companies aren't studying the issue of gender as it relates to business.
So for example if you enrolled in a college course right now that had the word gender and it.
It would likely have nothing to do with business and it would probably be about.
The political history of the women's liberation movement -- human sexuality.
Have anything to do with business.
And in a world where women so dominate consumer purchasing.
It is -- winding up oversight that we don't study gender psychology as it relates to consumer purchasing.
Because you're saying -- there's it's -- some really scientific fact there's something in the -- that we think differently than men.
And our roles are very different so for example in virtually every society in the world.
Women have primary responsibility for both children and the elderly.
And just about everybody in between.
So this means that when a woman goes shopping she's look at -- purchases through the lens.
Of other people's wants and needs and this really impacts how she makes purchasing decisions.
Right I understand that like so when you but when I'm nice and then I think about how he's gonna affect all my kids glad you're seeing men do little bit more impulse buying.
Well for most men they don't have the role of primary shopper further households.
So their frame of reference is different when they're out in the shopping landscape.
The -- constantly evaluating other people's wants and needs when they -- And they also are thinking about things like for example.
If I'm buying my father in law a birthday presents and it's a shirt I'll think gee I hope this present fits -- and I hope he likes it because it he doesn't.
I'm probably the wanna have to go back to the store to retire I can't get that these are the implications.
Are there as well.
-- isn't paying as much as I do think it's changing.
In that women are running households actually think the other side is changing -- I mean.
-- women running households or maybe getting you know having better paying jobs and many are taking -- a lot lot more responsibility.
Had -- covered business week a Bloomberg business week this week was about how you know the court she goes to work he stays home so the world are changing on that.
End as well.
Woven -- are starting to change its true.
But still all winnable often.
In some ways as a woman as a wife as a mother to fulfill some of these duties and the interesting thing from a demographic standpoint is.
Women are getting married later in life.
So last year the White House report on women and girls came out and it showed that the average college educated woman.
Now gets married at the ripe old age of thirty.
So -- you have are women who are young and single.
Who have the kind of disposable income.
That their mothers and grandmothers can have only in the hand I'm with you guys think -- -- a little company that does it all wrong.
That does it all -- well I would have to say that an example of something that people get wrong across the board.
And across industry is the overuse of the color pink for adult women amen -- a lot of and he.
Not pink it's much as the next parliament but unless you're raising money for breast cancer right what you see companies do across a bunch of industries.
-- they'll come out with a product and then they'll create eight paint version.
That's just for women.
And the overuse of -- it just shows a lack of imagination I always say paint is not a strategy.
And women are often suspicious.
A products that are put out in the marketplace for ladies only.
Anyway I remember some kind of excited tummy and and -- new ground by this pink toolkit.
-- he's ranked -- -- paying the box it would pain within the white I'm.
Sure the work they got myself a lot of what we like the real man -- I have doesn't -- -- -- -- pink told that's just weird.
I it's the yeah I -- and it's an ergonomically designed for the size of the average size all women's hand and a woman script -- that wouldn't go -- going to be.
Yeah that would -- I thought -- since.
You know and real right.
We didn't -- to be paying to get my hand.
Name of the book is why she -- -- the new strategy for reaching the world's most crowd will consumers.
Take an average -- Renton that was great thank you so much.
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