1. A Lesson in Buyology
Katie Hart

4. The old way…

5. The current way…

7. The differences…

8. The differences…

9. The differences…

10. The differences…

11. The differences…
Girls
Boys

12. The differences…

13. The differences…

14. The differences…

15. The differences…

16. The difference!

17. Why?
“Understanding the fundamental preferences...using the insights of researchers, seems mostly neglected.“
Lecturer in international retail management, Brighton Business School
Companies that do, will enjoy...
...Breakaway growth
...Unprecedented customer loyalty
...Category dominance
Principal consultant, Boston Consulting Group

18. So what…?
“B2B companies must address female decision makers to stay competitive”
“…we are convinced that ignoring the role of women as decision-makers in the business world would be a mistake.”

19. The differences
Achievement impulse
Utopian impulse

20. The world of Achievement
Focus on headlines, not detail
Creating hierarchies
Status symbols
Playing the game
Focus on hard measures
One-upmanship

21. The Utopian world Improving relationships Work for the greater good
Assuming responsibility for everything
Improving physical surroundings
Searching for new answers
Anticipating pitfalls and avoiding risks
Self-enhancement

22. Are you failing women? 91 % do not feel advertisers understand them
Undermining them or using scare tactics?
Using stereotypes wrongly?
Using women to put men down?
Art-directing as if selling a Barbie doll?
Talking to them using masculine rules?

23. Who gets it?...Dove

25. Who is doing it well?

26. Final thought…