BMW: an eco-responsible company

BMW has been working for years to improve automotive technology. The first electric attempt of the brand was in 1972. Aware of the many changes in our planet, such as global warming, depletion of natural resources and urbanization, the BMW Group is working on its social responsibility. For this reason the BMW i brand was conceived with the perspective of creating new innovative and inspiring cars. (1)

The brand has won seven consecutive times the leader place of the “Dow Jones Sustainability Index,” the most significant global market index for companies involved in sustainable development. This distinction of BMW Group makes it the most successful premium car manufacturer in the world in terms of sustainable development since 2005.

Global sustainable development policy

This eco-responsible strategy is radical for BMW, imperatives of sustainable development are integrated at all levels of the production chain. Some U.S. factories are self-fulfilling energy through wind turbines or solar panels, a social policy about ergonomic workplace was achieved to improve the workers’ everyday life, the choice of materials is made conscientiously and recycling is increasingly important in the manufacture of automobiles, etc..

Electric technology and driving pleasure are not contradictory

The amazing and futuristic design of i3 model symbolizes the technological revolution initiated by the BMW i brand. This car has the markers of a real handy city.

“Design is a quality promise made to the customer who is required by the pleasure derived from the product. The design shows the first glance the experience that you can live with the car. “Said Adrian van Hooydonk, head designer of BMW Group

Ecological awareness and well-being dictated all stages of creation of these two new cars. For example, the use of carbon was favored in the design. This new material, which is not yet commonly used in the automotive industry, is extremely light and allows comfort with driving while offsetting the significant weight of electrical technologies.

With BMW i, the German constructor creates the “next premium”, that is to say, the reinvention of the premium, be easier and focus on the essentials. For Antoine Bourbonneux, Director BMW i brand, the goal is to provide revolutionary vehicles, combining environmental awareness and driving pleasure.

Sustainable development: a global imperative that speaks particularly to women

Favoring a complete offer, BMW i proposes to its future (s) customers a range of services, named “360 electric”, to facilitate their daily : specific assistance to electric vehicles, home charging, public partnerships for refills, flexible mobility. This last service consists of making the ride easier on motorists: premium car-sharing vehicles BMW i (now Drive), a mobile application for switching to public transport when you are stuck in traffic, etc..

BMW wants to make life easier for motorists while preserving the environment. These ecological values and hedonism are the heart of the concerns of both men and women. These are particularly sensitive to these issues. According to ADEME (Agency for Environment and Energy Management) studies show that environmental values are more prevalent for women. They are thus more likely than men to think that behavioral changes can contribute to solving environmental problems. (2) Womenology addressed these issues in a previous article “Women do not have the same understanding of ecology as men.”

Women therefore represent a particularly promising market for the electric car industry. In October 2012, the “Ladies in Mobility association! “Initiated by IMED (Mediterranean Institute of Studies and Sustainable Development), also launched a study to understand the future relations between women and sustainable mobility.

In line with this feminine sensibility to sustainable development, BMW  want to bring men and women around a project of brand communication. For example, the flyer below illustrates the symmetry adopted to target both men and women.

Marion Braizaz

Bypassing feminine stereotypes with humor

On the bill, 5 colorful artists: Lucie Bernardoni Maryvette Lair of X-Factor, New Luce Star Roxane Le Texier and Honorine Magnier. They interpret a merry band of friends with plenty of clichés: the “tomboy”, the “romantic”, the “super mom”, the “seductress”, the “egocentric”. The brand dares to be offbeat in the trailers revealed on the Dailymotion page. Discoveries include: interviews singers embody their characters to perfection with irony.

Here the musical launch unveiled by the brand: “Cross ways of 5 young women with complicated lives who’ll try to save their favorite restaurant together. Nothing predestined them to become friends. A strong and unwavering friendship, which will gradually make them forget their problems and finally open their eyes to the real dreams which they aspire. ”

Eram revives its advertising history

In the 80s, Eram already tired the song in commercials that remained mythical.

Renaud Montin, marketing and communications director of Eram said “we wanted to have more affinity with women on the digital side. The musical has always been part of the speaking out of Eram with historical films including Etienne Chatilliez. We have always sung. ” (1)

The music enables the brand to play the card of entertainment and proximity to women. This fun campaign brings a breath of freshness to Eram while continuing to position the brand as innovative and promoting progressive norms of today’s women.

Eram – Court métrage – Version longue par cequifaitmarcherlesfilles

Marion Braizaz

Lire aussi :

1. “family is sacred”! Eram Gives New Faces to Mothers
2. Bose target musical and feminine ears
3. Huggies makes us laugh about motherhood

Women were made to precisely describe all parts of their faces: shape, features styles, dyed hair…

Prior this experiment, each woman had to meet another participant. Therefore, before performing her own portrait, each respondent realized the physical description of the other person with whom she could discuss a few minutes ago.

Women are more beautiful than they think

Thanks to this methodology, each woman was confronted at the end of investigation with two portraits of herself: one designed by a self-description, the second reflects the impression of a third person. Several women were moved by the obvious difference between these two drawings. This experience enable these women to realize how their gaze on herself was severe compared with gaze of others about her.

Each participant was aware that portraits executed from the indications of the unknown showed more beautiful women, and often represented them more realistically.

“When I was offered to participate in the film for Dove, I never thought that the two drawings would be so different, “says Gil Zamora, specialist designer portraits robots. And

adds: “What impressed me most is the emotion felt by women discovering the two versions side by side. I think these women were likely to be aware of the false perception that they have of themselves and the impact it has had on various facets of their lives. ”

Dove encourages women to reconcile with their appearance

“We realized that social experience and this film strengthen our commitment to improving the self-esteem of women,” says La Isaure Rochefordière, Brand Manager Dove France. “We hope that the experience will inspire women to reconsider their beauty and understand how others perceive them. “.

Many women recognize that they are their most uncompromising critics of beauty (57%). Thus, only 2% of French feel beautiful (1). Dove, through this tremendous campaign is committed to creating a world where beauty is a source of confidence, not anxiety.

Marion Braizaz

Lire aussi :

1. Dove’s real beauty scales
2. Dove trapped “Photoshop addicts”
3. Women and their appearance: not as tense a relationship as you might think

Lorna Stevens

Lorna Stevens is a marketing professor at the University of Ulster. She is known for her expertise in marketing strategies and gender marketing

What is your definition of Gender Marketing?

Marketing that takes gender as a variable and gender issues into account in relation to marketing. It is a term that encompasses both theory and practice.

What are, in your opinion, the main consumer behaviour differences between men and Women?

There are many differences, most of which can be understood in terms of social and cultural conditioning. The most frequently cited one is probably shopping behaviour, but increasingly gender dichotomies are less valid as greater attention is paid to the complexities of human behaviour – there are many shades of grey – it is no longer seen as a black and white issue. For example, men can also engage in hedonistic, browsing shopping behaviour – it just depends on the product category!

What are, in your opinion, the main differences between men and women in how they perceive and interact with advertising?

There is a whole body of work on gender and reading in relation to text and images, and I think it’s very interesting and valid. Obviously it depends on the text, but generally I think women seek to engage at an emotional level with a narrative or image, whilst men focus more on plot and action, not to mention strong visual cues. Whilst much of this work is unpopular in that it can be seen as essentialist, nevertheless I think it is of much value and offers many insights.

Do you think that advertising mirrors society and society’s values or do you think it creates and manipulates them?

I think both – it both reflects and shapes. It is one of many mediums, and they all influence one another to mirror and influence consumer behaviour.

What is your most representative example of gender marketing? What do you think gender marketing is there to do?

My favourite gender marketing work is the work of Bristor and Fischer. I also think Beth Hirschman’s work on feminist ideologies, and the work of Barbara Stern who applied feminist literary theory to advertising text, and Linda Scott’s work have all been immensely influential in our field. I also think our book Marketing and Feminism helped bring everything together!

Are there any examples of gender-marketers getting it wrong?

Can’t think of any. The main problem is engaging in research that merely describes differences and doesn’t look the reasons why there are differences.

What do you think are the limitations / risks of gender marketing? Can gender marketing be sexist?

Yes, research that merely describes differences can perpetuate these differences rather than critique, contextualise or problematize them. Also, if one adopts a feminist perspective, the aim is praxis – to bring about change – and critique is key to this.

Some agencies believe in the end of gender marketing, what do you think?

No, gender and sex interact to create a powerful variable in our makeup and our experience. Gender will always ‘frame’ much of our experience, and it is as much a constant as sexual difference, in our lives.

Although the world of marketing is an ever changing environment, do you think there are any ‘staple’ strategies or values regarding gender marketing that will always exist?

Yes, there are certain values associated with the feminine and certain values associated with the masculine that are mapped onto women and men, and that provide a template for ‘normal’ behaviour in the mainstream marketplace.

How do you imagine the future of gender marketing? Do you feel there are any areas that warrant further research?

I think the so – called gender blending that has broken down the male/female dichotomy is interesting, although sometimes it just results in hyper gendered behaviour – eg gay men adopting exaggerated ‘feminine’ positions; lesbians adopting exaggerated ‘masculine’ positions. Perhaps we need to move to research that is humanist rather than gendered in focus – what do we all have in common rather than how are we different?

Lire aussi :

1. (Français) Le Gender Marketing vu par l’agence Red Guy
2. “Gender, Design and Marketing”, a book justifying marketing to women with biological arguments
3. Gender Marketing encounters

Mobiles and tablets’ exclusive uses: Women prefer ‘social’ activities in comparison of men

The exclusive uses of women via their smartphones are mostly social networks: email, facebook and search engines.

57.3% of women reported checking their emails only on their mobile or tablet, against 44% of men. Regarding the use of Facebook, 48% of women say surfing on this network only via their smartphones / tablets, against only 36% of men. Same record for access to search engines, 50.9% of women reported using it via this device, against 39.4% of men.

Thus, the exclusive use of men on their mobile focuses less on ‘social’ practices. They attach similar importance to their IM and ; to a lesser extent, to the consultation of their bank account. 36% of men surveyed say using only their smartphones / tablets to get their Instant Messaging, against 32% of women.

Smartphones: partners of women during their races

Women like surfing on social networks via their smartphones to stay connected with their acquaintances, but also to search for information. This trend is confirmed thanks to mobile use of women in groceries. According to a survey from Allrecipes.com (USA), women are increasingly using their smartphones during their shopping. They use it especially for find inspiration about their purchases. (2)

Half of the respondents to this survey (December 2012) reported using their smartphones more often than in the past. Among them, 47% justify it because applications are quick and easy to use in stores. 36% say their smartphones help them to plan their weekly menus. (2)

Pinterest: an excellent source of information and suggestions

For inspiration, upstream of their shopping, women also consult social networks like Pinterest. 30% of respondents to the survey (Allrecipes.com ) say they visit this site at least once a week.

Among those surfing on Pinterest, three-quarters said they had already tried new dishes inspired by this social and life-style network.

These new tools enable women to simplify their lives while creating link on the web. That is why they represent real opportunities for marketers because they are now used in many different times of the day at home, but also in the store.

Marion Braizaz

Lire aussi :

1. Women and motoring
2. Smartphone mothers: the new pioneers in mobile consumerism
3. (Français) Les femmes et la folie smartphones

In February 2013, Coca-Cola announced its new creative partnership with the designer Marc Jacobs, who succeeds Karl Lagerfeld and Jean Paul Gaultier. It was in London, Monday, March 11, 2013, that the creator formalized his 3 bottles and cans and their explosive design.

“I feel very privileged and honored to be appointed artistic director of Coca-Cola light in 2013 and to have the opportunity to bring my personal touch to this campaign celebrating the 30th anniversary of the brand. Coca-Cola light is an international icon … and I love the icons! , ” Says Marc Jacobs.

Back to 30 years of feminine emancipation through fashion

This is in reference to 30 years of Coca-Cola Light commercialization in France that Marc Jacobs has chosen to symbolize the emancipation of women from the 80s. Three decades of “fashion” are being honored through the visuals of the designer. In fact, since the 60s, fashion was a tool of feminine emancipation. “The clothing freedom of the 1960’s is considered as a physical release and it is therefore perceived as such by those who lived it. One cannot deny the pleasure of feeling one’s body revealed by shorter and / or skin-tight skirts. Sensuality emerges and it’s pleasant. Women are clearly attached to their empowerment by clothing. They are many who continue buying skirts and dresses and wear them especially in times of freedom & pleasure “said the historian Christine Bard.

An icon of the music hall, symbol of the first successful feminist claims, represents the ‘80s. The Pill was democratized; women expressed themselves in the public arena, etc. The 90s honor the extravagance of colors, styles and bold femininity. Finally, the 2000s embody sport fashion, casual and chic.

In addition, each of the cans showed a touch of fun by incorporating three winks of the creator: the bowtie in reference to his love for the theater, the swallow, one of his favorite motifs and iconic red pea collections.

Marc Jacobs: a creator who promotes public accessibility

Advocating accessibility of fashion for all women, Marc Jacobs likes to see his brand gain proximity to the general public. “Because I like the idea of” inclusivity “. If fashion is often referred to exclusivity, I always wanted to create something accessible: a keychain Marc by Marc Jacobs and a bottle of Coca Cola. I like to see people wear what I create. Fashion, it is not something you exhibit in a museum. This is something with which we live. I have, for my part, no problem with the fact that my ideas – if it is not stupid copies – be hijacked by people and they find themselves on the street. I hate the “Red Carpet» spirit. Everyone looks. It doesn’t interested me. ‘

Marion Braizaz

Lire aussi :

1. (Français) Le Pepsi Light, une bulle de féminité
2. Whisper revisits women’s menstrual cycles
3. (Français) Jean-Paul Gaultier : un artiste amoureux des femmes

This is what Mani Nair says, Deputy Director of Marketing for Eurostar, instead of worrying about sexist messages by the tablet: “This is a perfect tool for women who are experiencing difficulty downloading applications (. ..) Just turn it on, log in and you can cook your recipes or do yoga ” In the Middle East, women have mixed opinions. Inhabitants of Dubai have responded positively “I love. The tablet is really convenient to surf on the internet, do some research or even play. ”

Eman Al Nafjan, Saudi feminist and blogger, can’t hide her anger. “There have always been special books for women concerning sex, how to please your husband, and what to cook for him,” Eman Al Nafjan, a Saudi feminist blogger told The Media Line. “This is just using technology for the same thing.”

Sold for $ 190 each, this tablet has already sold 7000 copies says Eurostar group. This initiative is reminiscent of its Japanese counterpart: the “Floral Kiss”, a computer for women, launched in the Asian market by Fujitsu brand in November 2012. Keyboard and screen lock opening designed to avoid damaging feminine manicures, power button decorated with beads, horoscope application pre downloaded : this computer is packed with stereotypes.

While many digital personalities stood up against this abusive marketing (http://www.businessinsider.com/), but sometimes on the web, opinions are nonetheless lukewarm, as for example on meltyfashion site : “Fujitsu’s finally made a real computer for women. The editorial tells you a little more about this revolution called Floral 100% geek Kiss, on sale soon (…) Is not it wonderful to see that we have finally been understood?”

The blogger Sophie Gurion wrote a great article to take an inventory of asthonished products aimed at women « Gendered marketing and sexism: the top 10 strangest products “for women” » (http: / / www.slate.fr/story/50935/gender-marketing-publicite-stylo-bic-sanogyl) If such products are not available in France, gender stereotypes are not so far, as evidenced by the collection “For Nulles” (2010, 2011) and its slogan “With « Les Nulles » you will have nothing to envy about men! “Françoise Otwaschkau.

Marion Braizaz

Lire aussi :

1. (Français) Le retour du sexisme dans la publicité
2. BodyTrain, The new Trainers from Puma for women
3. (Français) Quand Karlsberg fait aimer la bière aux femmes

To feminize its image and increase its awareness among women, the hi-fi equipment brand Bose recently joined the magazine “Elle” through the musical event “Elle en Scène”.

Developing the image of Bose, this partnership also targets professionals. According to Patrick Perrin, is already a success: “We equip the rooms in which concerts are held. It will take a little time to measure the impact of this partnership on our brand, but we are already seeing benefits through contests. ‘ A little anecdote: in 2009, Bose already addressed its communication to women using humor and creativity with a campaign BETC EURO RSCG SINGAPORE.   Slogan: “Bose Quiet Comfort. Acoustic noise cancelling headphones ”

It seems obvious to choose pink in advertising when communicating with women. This is the thesis of the book “Do not think pink” of two marketing consultants, Lisa Johnson and Andrea Learned.

Similarly, in 2011, Bose targets the feminine population in France with perfect sobriety.

Marion Braizaz

Lire aussi :

1. “Digital moms,” a target demographic for e-commerce
2. Musical campaign against cervical and uterine cancer
3. Professional women, a perfect target for the fashion industry

In 1975, co-education became required in all schools in France. If this mutation delighted women’s rights advocates, it has been primarily driven by economic objectives. The increase of higher education has a cost and the creation of communal institutions helped to optimize budgets. In hindsight, we understand better why so many studies highlighted gender stereotypes persistence in schools. (1)

Co-education has been considered as an economic tool before being considered as an educational tool for equality. (2) “It’s not enough to declare that co-education (even if it’s necessary) will make the gendered division of knowledge and skills disappear” says Françoise Vouillot (3), psychology teacher and a member of the Laboratory of equality (www.laboratoiredelegalite. org/).

It was only in 1982 that the principle of equal and mixed education was officially claimed by a decree of the Senate. It says that, henceforth, educational action must fight against gender stereotypes and promote equality and same opportunities for girls and boys.

School: reflection of a company subject to gender norms

School is a very important space for socialization, which influences our identity construction. Françoise Vouillot insists: “The school is neither protected nor a world apart, it’s crossed by all standards and systems including the system of masculinity and femininity normes.” (4)

Gender stereotypes are still very present in our society. The school isn’t an exception. 62% of individuals, men and women alike, believe that some characteristics are specific of girls and others of boys. Despite them, 64% admit they convey gender stereotypes (Médiaprism survey for the laboratory of equality, November 2012). (5)

According to a 2005 survey from the sociologist Genevieve Cresson, before they become aware about their one sex, young children are solicited in kindergarten, to become aware of their membership to a genre. (6) As an example, 3 years boys who wish to put on lipstick are called to order by educators who disguise them in clown makeup to get round their demand.

In schools, children are subjected to the gaze of their peers. Each plays its gendered role to pass unnoticed. It’s essential for them to look normal to not be marginalized. Peer recognition is necessary, especially during adolescence when self-confidence is lacking. “The boys and girls are very eager to show that they are becoming real women and men” says Françoise Vouillot.

Be punished: a proof of masculinity

According to Sylvie Avral, PhD in Social Sciences specializing in the construction of male identity, boys develop in schools a behavior in line with what is it expected of them. Thus, they are more likely to be unruly, rowdy and inattentive to prove their virility. “The penalty is rewarding and explicitly sought because, beyond punishment, the real issue is the production and consolidation of their masculine identity” notes Sylvie Avral.(7)

This is an explanation of the huge rate of masculine penalty in schools : 80% of students punished in college are boys.

Textbooks underestimate women

Stereotypical behavior of children is not the only vector upholding traditional standards in schools. Teachers are involved in this persistence of the past because they sometimes adopt different attitudes if they talk to girls or boys. (8) Meanwhile, textbooks participate in gender education. In 1991, Simone Rignault and Philippe Richert (Members of French Parliament) commissioned a study about men and women positions in textbooks. In 2008, the HALDE (High Authority against Discrimination and for Equality) focused on the same issue. The results show similar findings. Women seem to appear less often than men in textbooks. Frequently confined to the second role, women are overrepresented in the domestic sphere and little valued in the political and intellectual areas.

Transmission of stereotypes in school: Vector of suffering

Transmission of stereotypes in educational institutions is not only the cause of gender inequality, it also causes a lot of violence and suffering among children, but also between students and teachers. “Many of these are suffering from gender inequalities (…) All surveys show that homophobia, sexism, that is to say, the systematic devaluation of all that is associated with the feminine are at the heart of school violence in general. But these gender stereotypes deteriorated also relations between teachers and students (…) When you have a young male teacher arrives in a class and has trouble with big boys, students provoke his manhood” shows Sylvie Avral. (4)

The European Commission also defines stereotypes as “obstacles of individual choice, for men and women“. (9)

From co-education to equality teaching

Inspired by the Swedish example, an activist nursery was established in a Parisian suburb. Since 2009, this nursery of Bourdurias made huge mutations. Professionals were trained by Swedish specialists in “active egalitarian” pedagogy. Similarly, all books judged stereotyped were removed from the school library. “We realized that we treat children very differently, saying for example spontaneously that boys were strong and they should not cry and girls should have beautiful dresses. Today, we try to not repeat these stereotypes. Our primary objective is to promote self-confidence of children, boys and girls, to open the field of possibilities” says the director of the nursery, Haude Constantin. (10)

Initiatives in favour of equality and awareness of gender issues have flourished in France for recent years. Since 2011, the Sciences textbook, for example, included a chapter about the construction of gender identities to sensitize children to gender standards of our society.

Similarly, to counter stereotypes, the Ministry of Women’s Rights has planned several operations, like the program “ABCD equality.” Initiated in partnership with the Ministry of Education Vincent Peillon, this educational tool for teachers aims to educate them about equality. Online documentation, training, etc. a whole range of devices will be available to the teacher (s). Registered in the interdepartmental plan “a third generation of women’s rights: towards a society of equality”, the “ABCD equality” will be tested next September in five academies, then generalized in September 2014.

Marion Braizaz

Lire aussi :

1. (Français) Quelle place pour les femmes dans la défense nationale ?
2. (Français) Les comportements médias des adolescents à l’épreuve du genre
3. The place of women in monotheistic religions

This extract from the famous book “Perfume” by Patrick Süskind describes the power of fragrance; how it attracts attention, how it enables an imaginative escape.

Creations targeting women as well as men

Fascinated since his childhood by the qualities and capabilities that perfumes make us travel, Emmanuel Galea (2), finds creative inspiration through incessant olfactory discoveries, as others might become enlightened about music or art. After getting closto many craftspersons of the perfume sector, it appears obvious and natural to Emmanuel Galea to launch his own line of home fragrance. His idea was to recreate striking memories of his life, like olfactory traces replacing words and images.

Driven by the desire to renew the current perfume sector, Emmanuel Galea wanted to create less consensual fragrances. “Our designs target both women and men. Each scent tells a landscape, a scene of life, and we do not believe in gendered fragrances. What matters is the emotion that its causes. Get out of traditional dictates of perfume factory, enable us to create our own fragrance, with style and creativity. That is – for us – the true modernity in scents.” says the designer.

After two years of research, “Emmanuel Galea Paris” reveals its first three scented candles, with a view toward perfection and luxury. “More than a candle, it is a part of the universe a designer mesmerized by the scents, that reveal the flame, the promise of a rare experience.” Here is an invitation to travel swears Emmanuel Galea’s Paris website.

Three sensory experiences are proposed to adventurers: Amarum Dulcis, gentle and sweet memory of a walk in southern Italy, Fylingdales, powdery and floral memories of a stay in this region typical of 19th century in England, Sacristia, powerful memory of few hours in a quiet church in Spain filled with amber fragrance.

A craftsmanship offer a non-gendered service

The Emmanuel Galea’s Paris candles are entirely made in France by a master wax myrtle whose unique expertise passed down from generation to generation in its family for over 100 years. Emmanuel Galea Candles Paris.

Cast by hand, these candles are real craft jewelleries. Respect of tradition guides the development of these unique fragrances. The creation of these scents is based on the art of master perfumers of the city of Grasse who took their time to create fragrances in total harmony with the inspiration of Emmanuel Galea. Made in the same way s skin perfumes, Emmanuel Galea’s Paris candles have top, background and heart notes, in the pure tradition of French perfumery.

Wax of the candles is completely natural, confidential blend of vegetable waxes, with no trace of paraffin or other petrochemical derivatives. It emphasizes respect for nature and well-being. Thus, the wick of candles is made with cotton, permitting a healthy diffusion.

Combining the perfume with the decorative world, Emmanuel Galea Paris candles are not “gendered”. Meeting the aspirations of women and men in terms of poetry and creativity, these interior fragrances are aimed at a mixed target. That is the desire of the creator: “On the one hand, we are working on a wide dissemination in the feminine press (fashion, beauty, home decor) with a first advertising campaign coming in a new beauty, luxury and creation magazine. Press articles have also been written to present our brand and our creations. On the other hand, we will also target some highly creative websites, oriented to art, fashion, design. This will allow us to enter in contact with a more masculine audience.”

Meeting different expectations of men and women about the perfume world, Emmanuel Galea’s Paris candles offer a non-gendered communication. The goal is to discover a dreamlike journey, respecting traditions, environment and individual pleasure.

Marion Braizaz

(2) After fashion and modelling studies, Emmanuel Galean worked for brands such as Atelier GX, Christian Lacroix and Martin Margiela, fashion press (Jalouse), the Eyrolles (co-editor and technical reviewer of books on textile and fashion design).

Lire aussi :

1. Clarins presents the adventures of a female model in Paris
2. European PWN – Paris: The Professional European Network Serving Women
3. (Français) Agnès b., une marque qui veut que la femme s’épanouisse dans ses vêtements

According to a survey conducted in February 2013 by Harris Interactive for Coca Cola Company (1002 respondents), 67% of people believe that the development of digital equipment has improved their personal lives. As a case in point, new digital tools have been a part of the development of their careers. 66% of employed women indicate that NICT had a positive influence on their professional lives. (1)

However, differences could be picked out among women. Firstly, the younger, the more advantaged groups, as well as the biggest digital users, are more convinced of these improvements of digital equipment on the personal life. 71% of 18-34 years old say that the NTIC evolution improved their lives, against 63% of 50 years and over. Similarly, 72% of the upper socio-professional categories admit the strong influence of digital equipment in their everyday life, against 66% of lower socio-professional categories.

“Today, all women are powerful ‘Girls on the web’. (…) It is quite clear that the Internet became a great lever all around the world. And in the women everyday life, it also helps emancipation, autonomy. All kinds of tasks in their lives are easier thanks to the digital revolution.” said Véronique Moralie, President of the Women’s Forum.

The advantages of digital tools are so numerous. Its enable you to find a job easily (88% women), to organize your work more efficiently (85%), to maintain a professional network (80%) or to create your own business (75%).

If busy women who use digital tools claim their sufficient access to such equipment (83%), some of them regret a lack of digital training. Women also complain that telecommuting is not integrated enough in companies (65%).

However, if digital tools are definitely thought of as an asset in terms of career, the situation is not entirely idyllic. 73% of women also highlight that digital equipment tend to blur the frontier between private and professional life.

Digital uses : French women consider themselves equal to men

In most cases, French women think there is no difference in terms of digital practices between men and women. 85% believe they have the same access to digital equipment than men and 79% say they control as well as them all the digital devices (smartphones, tablets or computers).

Besides, the French women are doubtful concerning the impact of digital innovations on social relations between men and women. According to two-thirds of them, NICT have no impact on gender issues, it neither increases and nor reduces inequalities.

Finally, digital equipment facilitates the everyday life of women, but its not considered by women as tools in favor or against the gender equality. French women feel equal to men regarding their digital access and skills. Perhaps this lack of differences and claims appears to be the best parity indicator.

Marion Braizaz

For some years, Dove has been promoting natural beauty and self-confidence around the world. In February 2013, the brand (in partnership with Ogilvy Toronto) took up a challenge : communicating with a different target. The objective was to make the professionals aware about their responsibility of the unrealistic and stereotypical feminine perception of beauty.

Art directors and graphic designers manipulate the perception of women by changing the models images. To trap and make them sensitive with this issue, Dove chose to conceal its message through a Photoshop application. Called “Beautify”, this Photoshop effect was supposed to enlighten images and enhance the complexion of models. However, when the customers chose to download and use this tool, all their previous photographic modifications were cancelled. “Do not manipulate our perceptions of real beauty” signed by Dove by way of conclusion.

Dove did not hesitate to make a video of its original confidence trick to impact a larger target. (699,158 views on youtube.com)

Marion Braizaz

Lire aussi :

1. Dove’s real beauty scales
2. (Français) L’appli iPhone l’Oréal pour mieux choisir les produits en magasin
3. A make-up lesson with Sephora’s “make up school”

According to a survey from the Pew Research Center Internet & American Life Project, 72% of Internet users and 59% of the general population looked for health information, over the last year. This study was conducted in September 2012 by phone interviews with a representative sample of 3014 people in the United States. (1)

 Women are more likely to look for healthcare advice online

Women are more disposed to this kind of research than men. 79% of women users enquire on the Internet against 65% of men.

Most users are looking for specific information about a personal pathology or a medical and complex procedure. Other requests concern general issues: how to lose weight, how to make procedures easier, remedy memory loss, etc.

Men and Women : different medical researches

Researches on specific pathology and weight control interest especially women. 34 % of women say they had engaged in particularly common searches related to weight loss, whereas 19% of men declare it. In the same way, 62% of women say they seek information about their medical problems, against 48% of men.

In most of the other categories of research, the gender distribution was relatively equal.

Healthcare research depending on the age

The age factor influences only slightly the practices of users who share for the most part of them the same healthcare interests. However, a few points could be highlighted.

Commonly, young consumers are most likely to report engaging in this practice. Differences in practices among other age groups concerns three categories: pregnancy, weight loss and specific diseases.

Mainly 18-29 year olds make searches related to pregnancy. 25% of these young internet users sought information related to pregnancy during the last year, against only 13% of 30-49 years old and 2% of 50-64 year olds.

In return, searches on personal medical problems are carried out by over 30 year olds. 59% of 30-49 year olds and the same proportion of 50-64 year olds go online to get information about their own diseases, against 53% of young people aged 18-29.

Finally, people less than 50 years are more likely to seek advice about weight control. 32% of 18-29 year olds and the same proportion of 30-49 year olds say they did this type of request, against 21% of 50-64 year olds and only 11% of those over 65.

Online diagnostic: a new medical tool

A recent survey from Philips states that 25% of Americans trust the medical diagnostic on websites and mobile applications playing the same role. 10% of people investigated estimate that these technologies even saved their life. (3)

The internet has become an essential tool of information for individuals. But how do Internet users employ the healthcare advices and do they always use this information with safety? This is the subject of the first international survey called “Bupa Health Pulse 2010″, conducted by the insurance company Bupa, with Ipsos and the London School of Economics. (4)

Internet users are too confident

According to the study “Bupa Health Pulse 2010,” three out of four Internet users, on average, seek online. Most addicted are Russians (96%), followed by Chinese (92%) Indian (90%), and finally the French at 59%.

But only one out of four Internet users take the time to check the reliability of information found. Few individuals deepen their research looking at the “About us” section or by identifying the publication date

This overconfidence highlights all the issues of online access to information and prescriptions. Since December 2012, pharmacists have abilities to sell on the Internet without prescriptions. (5) We are also in the era of tele-consultation and tele-monitoring.

To improve the credibility of its content to its users, aufeminin.com got into partnership with Francemedecin.fr in December 2012 to provide free medical advice online, available in the forums. Now a section “Paroles d’experts,” allows users to ask questions directly to professionals in different specialties: general medicine, obstetrics and gynecology, beauty, wellness, fitness, etc.

 Marion Braizaz

Lire aussi :

1. (Français) Les sites de santé influencent les internautes
2. Women take good care of their health… and medical professionals are taking note
3. (Français) La santé est-elle devenue un luxe ?

1. The place of women in monotheistic religions
2. (Français) Quelle place pour les femmes dans la défense nationale ?
3. “Re-Gender the Gender,” how to talk to women through advertising

A recent survey of over 1300 women, by Netmums, has 

Only 1 in 7 of the 1300 women questioned considered themselves a feminist. Age played a significant role in the likelihood of this; 25% of women aged 45 to 50 considered themselves feminists opposed to just 8% aged 20-24. Over half of the mums with teenage daughters (51%) said their child was not aware of the Feminist movement – while 36% said their daughters could not imagine a time when men and women were not regarded as equal.

The reasons for the decline in women calling themselves feminists are varied but the general opinion is that traditional feminist values are too dated for modern society. 1 in 5 women described Feminism as ‘old fashioned’ and simply ‘not relevant’ to their generation. Almost a third (28%) thinks traditional radical Feminism is ‘too aggressive’ towards men while a quarter (24%) no longer view it as a positive label for women.  Instead, two in five women wanted o celebrate difference rather than be equal with men and their biggest priority was to reinstate the value of motherhood, with 69% making it a top priority.

The study also highlighted some downsides of feminism. Over 25% of women would like a man to take care of them from time to time and would like to see a return to some old fashioned chivalry. A worrying 70% felt far too much is expected of women today, with unprecedented stress to be ‘red hot lovers, domestic goddesses, climb the career ladder and look like supermodels.’ Because of this 52% wanted Feminism to push for a ban on airbrushed adverts and 32% opted to severely restrict or ban Internet porn. Overall the majority (58%) wanted new Feminism to ensure women have ‘real choice over their family, career and lives’; more feMEnist than feminist.

In stark contrast to 60’s feminists, the also study highlighted how modern women no longer believe being feminine or looking glamorous was a barrier to being taken seriously. Just one in 200 thought dyeing their hair was wrong while 93% believed fake tan and false eyelashes were acceptable on women. Over three quarters (78%) also backed women who have breast enlargements. Almost two thirds (63%) also believed topless modelling was acceptable along with 67% who backed cosmetic jabs such as Botox. However over three quarters (77% of modern women) claim marrying for money is wrong, alongside 82% who condemned prostitution.

 The study clearly highlights a change of consciousness of modern women towards traditional feminism. The ideals of women have transgressed from a ‘battle of the sexes’ to a ‘coming together’ to make society work. It seems the modern woman simply doesn’t harness the ‘have it all’ philosophy; Whether a woman chooses to climb the career ladder and use a nanny to care for her kids, stays home ‘baking cupcakes’, or juggles the middle ground of part time work, her choice should be seen as a valid one which is respected and supported by society.

Lire aussi :

1. Gender Marketing encounters, interview n°8
2. Gender Marketing encounters, interview n°16
3. Gender Marketing encounters, interview n°10

1. French Do-it-yourself retailer “Castorama” tutorials on YouTube
2. Castorama launches its DIY channel on YouTube
3. Elle Magazine and Maje organise concerts

Although initially surprising, the abundance of Smartphone mothers makes a lot of sense. Mothers have evolved into avid media consumers, on average they spend 10.1 hours every day using a variety of media, 27% of which is spent on their mobile phones, on par with television which tops the ranks with 28%. (Inmobi Research)

It is generally accepted that mothers lead fast paced and multi-dimensional lifestyles. Their innate ability to multi task makes the seemingly impossible look like a walk in the park. What has gone hand in hand with this hectic lifestyle is the Smartphone; it acts as a perfect tool to plan your days, do your shopping and communicate with friends all at the same time.

Mothers also have substantial spending power. According to BSM media, U.S. mothers control $2.4 trillion in household purchases every year and wield substantial influence over most everyday buying decisions. From their Smartphone they can discover items, research them, buy them and share them all in a matter of minutes. This is all from a device that, according to Inmobi Research, they argue is easy to use (67%), always to hand (67%) and private in terms of media consumption (57%). The balance of all these factors is highly attractive to marketers as it provides them with great opportunity to engage, influence and learn from mothers in a highly personalized, consumer based environment.

Smartphones provide a brilliant advertising platform and mothers who use them are well aware of this. 56% of mobile mothers feel that mobile advertising has introduced them to something new, 42% feel that it had saved money and time, 18% say mobile ads had influenced a purchase and interestingly, 27% said they had influenced a purchase decision in-store. Furthermore mobile mothers lead the pack in mobile spending; 30% claim to have spent more than $50 via their mobiles and 80% plan to conduct mobile purchases within the next year. (Inmobi Research)

With Smartphones now considered vital entertainment tools and 88% of mobile mothers hooked on Facebook and other social media; it is worth paying attention to how mothers use their phones not just to keep in touch, but also to interact with brands online. Mobile technologies give mothers tools to research, decide and buy seamlessly saving time, money and stress.

The increase in Smartphone sales and the increase in trusting mobile content relates directly to the growth in mobile content sales. The Smartphone mothers is always connected, sensitive to advertisements and branding, has spending power and is active on social media rendering them and important demographic which should not be ignored. The relationship Smartphone mothers have with their mobiles provides a great opportunity for marketers to understand their needs, build trust and up the conversion rates.

Thibault Cozic-Shaw

Sources:

Bsmmedia : Maria Bailey 

Inmobi.com : Building Stronger Brands With The Most Influential Consumer Segment: Mobile Mothers

Lire aussi :

1. Male/female differences in the use of mobile phones
2. A strong bond between mothers and brands on digital media
3. Smartphones attract more and more women

Siobhan Freegard Co-Founder of Netmums

25/09/2012 – Paris

Womenology

Hi Siobhan, could you tell us a little bit about Netmums?

Siobhan, Netmums

Founded in 2000 Netmums is the UK’s largest women’s website. Twice the size of any other parenting site, Netmums is the only one with more than a million unique users each week.
The site hosts over 150 local websites, 1,500 bloggers and 500 national meet-up groups for mums, making it the UK’s top place for connecting parents. And Netmums is the also only parenting site to provide round the clock care. Each year over three and a half million parents are supported by Netmums specially trained teams of parenting experts, including staff from Relate, Women’s Aid and the Family Rights Group. The site also provides one-to-one support for more than 30,000 of the
UK’s most vulnerable mums each year

Womenology

Who are the ‘Netmums’ that use your site?

Siobhan, Netmums

Netmums is aimed at online mums, that is all online mums, and we believe our success is based on the fact that when a woman becomes a Mother, she has a bond with all other women who are mothers too. Becoming a mother breaks down all barriers so you don’t just connect with mums in your area, or your income bracket, or who like the same fashion as you, but all other mothers too.

By not targeting a specific TYPE of mum or a demographic, we now find ourselves with a website where the users mirror the national demographic breakdown – we have approximately; 1/3 from lower income families; 1/3 from middle income and 1/3 from high income families. We have mums who stay at home, those who work full time and those who work part time.

We also have mums from all over the country, roughly proportional to the national statistics. So we can truly say we represent “mums” not just “some” mums or a “type “of mum. This has been very important to our success not just with our users but with main stream brands such as Kellogg’s.

Womenology

What are your Netmums looking for when using your site?

Siobhan, Netmums

Our Netmums look for a variety of things when using our site. It might be that they want inspiration on what to do with children; activities, games etc. They may be looking for recipe ideas or ways to keep their children healthy. They may also be looking for advice from other mums or even professional support. We aim to offer an environment where whatever your question/problem/ interest may be you can feel confident that there will be information available for you.

Womenology

What brands do you work with and what do the Netmums want from them?

Siobhan, Netmums

We work with a number of brands such as Kellogg’s, Bepanthen, Panasonic, Dell, Colgate, Disney, Amazon and Huggies to name but a few. When brands work with us, we lead them through our best practice guide. It is all about having a conversation with mums and not just advertising AT them. We found that our mums want brands to ask them what they think, to give something back and to be honest and transparent.
For example, our relationship with Kellogg’s started with the Managing Director coming in and chatting to our mums on our forums. They now have a wonderful relationship with Netmums and our mums and very month we have new Kellogg’s content on site – we even have a Kellogg’s/Netmums logo!

Womenology

Have you thought about the male market at all? Is there any room for Netdads on the internet?

Siobhan, Netmums

We have always tried to include dads and, since the beginning, made it clear that whilst the site was started by mums, dads (and grandparents, childminders etc) were welcome too. We started a “dads corner” once too – but whatever we did, we found that very few dads participated. In fact the UK government paid to set up a site for dads to help them feel included as parents but it got very little traffic. Dads are still welcome of course but because of this we don’t do anything specifically targeted at them.

We conclude that men simply use the internet in a different way to women. Women like to talk, (a lot!) share their problems, ask for emotional support and advice; maybe most men don’t do that.

We also know that women (mums) are the gatekeeper to the family – mums generally decide the food the family buy, the clothes the children wear, the holidays they go on, the toys the children play with and the medical products they buy.

Womenology

Thank you.

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1. (Français) Interview de Marie-Laure Sauty de Chalon sur Womenology

Marie-Christine Maheas and Dana Allen, co – presidents of European PWN - Paris

Interview with co – presidents Dana Allen and Marie-Christine Maheas
The European PWN – Paris
August 28^th 2012

Womenology

Could you tell us a bit about the European Professional Women’s Network that you run?

The European PWN network is a network of Professional, European Women, which makes it unique. Its’ goal is to provide coaching opportunities for women where they can participate in events that give them networking opportunities and access to role models. For example, we recently hosted Anne Lauvergeon, Claudie Haigneré and Sylvie Kauffmann (Le Monde.)

The idea is to bring together women who, each in their own way, inspire our members on issues such as business and many others. Our partners (Orange, Schneider Electric, Royal Bank of Scotland, Mercer, OECD, HEC, INSEAD, Coca Cola, ESCP etc) are all great groups that have specific policies to help women, and men, work on male / female diversity.

Womenology

How many people make up the network?

European PWN – Paris

In Paris, where the network was founded, there are 1300 people and across Europe there are 3500. The founder, Avivah Wittenberg-Cox, an ‘American-Suisse-French,’ wanted to create a network for women she described as “women like us”, i.e. women who work but who also want to express their own opinions and contribute to social debates.

Womenology

What types of events do you organize?

European PWN – Paris

Once a month, we organize a “speaker’s dinner” during which a male or female personality talks about their career, their business and how best to work with men. Every two months we organize a Networking Cocktail Night in the Senate, where networking is exclusively the objective. We also have other events like the ‘Galette des Reines’ or ‘The Spring Cocktail Party’ which are events for networking that take place in prestigious venues such as Dior last year or in Escada this year.

Beyond these general events, there are also club events: Marketing Club, Law Club, Culture Club … where the themes proposed are relevant to their specialties.

We have also created an award for the ‘Responsible Entrepreneur.’ We are part of the overall assumption that we women are lucky, even with all the ups and downs we experience, and so the question is: how can we give back some of what we have and to whom? This is what inspired the prize for the female entrepreneur, to which we added an element of responsibility. The prize is a year of coaching from our members on issues which the recipient requires.

Womenology

Are the sectors represented in the European PWN network varied?

European PWN – Paris

Yes, all the sectors are represented, however the public sector a little less. The diversity is very rich and is accompanied by a representation of a variety of professions. There is also a large benevolence which inspires all of our members; prior to joining our network, many members had never dared to speak of their difficulties being a woman working in a male environment or with men.

Womenology

What are women looking for when using your network?

European PWN – Paris

It may be coaching on topics they find very feminine: putting themselves first, personal development, mentoring … and for this we offer training. It may also be Networking to develop their business. The only principle common to all that is proposed is to ‘give’ as well as ‘take.’

Womenology

Do you interact with other networks?

European PWN – Paris

There are many women’s networks today and it’s a shame that everyone works on their own, therefore we try to create synergies; common events. We work alot with the ‘Voxfemina Network.’ We are also partners of the ‘Women’s Forum.’ We try to be as open as possible to the ecosystem. We also work with men to move forward together on the subject of diversity, the idea is to strike a balance and not get frustrated.

This autumn, we are launching a cross-sectional study called ‘Engaging with Men’, which will be working on stereotypes to understand how they are formed and how we can dismantle them, through workshops composed of 50% men and 50% women. For example, we all know the stereotype on the availability of the woman: we always feel that when hiring a woman, she will be less available because of maternity leave, leaving early due to childcare etc. There will therefore be workshops on stereotypes and workshops on sexism. We believe that explaining how we perceive certain behaviors, including behaviors of women towards men, may help us understand and work with each other better.

The next step is certainly to move towards mixed networks to address these issues of balance and diversity.

At the same time, there are some initiatives regarding men that are beginning to emerge such as the one we spoke to during our “Best of Day”, a day dedicated to conferences. Switzerland has created a movement to defend men who feel abandoned in their workplace. If men and women do not work together more, if there is only the womens voice that is heard, there will be more and more, entirely justified counteractions of men such as this elsewhere.

Womenology

Thank you.

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