thinking
There’s an epidemic of parity products, undifferentiated brands and marketing irrelevance. The events of the past five years have created a momentous shift in consumer values and ideals. Women are moving forward in a new era of responsibility. They expect business to have a social responsibility beyond just profit. They expect the same of themselves. They are seeking ways to make a difference and to bring more meaning in their lives. It’s a principle we call, “Me, We, Higher Purpose.”
Leading brands are demonstrating the ability to enjoy a competitive advantage by understanding what matters to their consumers (me); how to apply that understanding to create collective power (we); and ultimately make a difference in our lives (higher purpose).
National Study Reveals Women are Recalibrating the American Dream
and Seeking Purpose and Meaning
Study Reveals How Women Recalibrate the American Dream
What’s replaced the quest for fame, fortune, knights in shining armor and white picket fences, and what does it mean for American businesses? … read Executive Summary and … view media interviews
Me, We, Higher Purpose™
The We Decade
The last ten years created the perfect climate for what is coming in the 2010’s: The “we”
decade. … read more
Curve Ball
Levi’s helps Millennial women shape their wardrobes and their lives. … read more
Fly, Eagles, Fly!
The Philadelphia Eagles ascend to higher purpose and win both on and off the field. … read more
Flour Power
Panera puts its bread where its mouth is. … read more
Being Caribou
Caribou turns a cup of coffee into a daily affirmation. … read more
Box Tops Moms
General Mills creates a “we” brand, one box top at time. … read more
The New Pop Culture
Optimism is the pulse of the next Pepsi generation. … read more
Baby Love
The “we decade” began almost ten years ago for J&J BabyCenter. … read more
More Published White Papers
Stand By Me (Research Report)
A year ago we were angry. Now we’d like some tender, loving care. … read more
Burt’s Buzz
At Burt’s Bees, a culture of caring is both the medium and the message. … read more
The Waterford Effect
The ultimate strength of a brand’s identity comes from within. … read more
The Big Shift
Corporate culture needs to view consumer culture through a new lens. … read more
Purpose to Power
Serving your consumers means reaching for higher ground. … read more
Everyone Matters
You’ve got to give to get…but the best gift is the one that comes from your heart. … read more
The Perfect Storm (Research Report)
A new survey of U.S. women reveals fear, anger…and a rare opportunity to restore trust. … read more
Howlin’ Wolves
Best Buy becomes a great place for women to shop by becoming a great place for women to work. … read more
Return of the Flemoids
How ChexQuest turned brand involvement into emotional commitment. … read more
In Dove We Trust
Dove’s Campaign For Real Beauty offers a new definition of corporate social responsibility. … read more
Best in Class
Best Buy is winning with women … and everyone else. … read more
The Hendrix Moment
It’s not enough just to listen to your consumers. You have to hear them. … read more
The Sensory Potential
How the five senses create intuition … and build trust and loyalty. … read more
Ka-Boom Ka-Ching
Someone turns 50 every eight seconds. … read more
Ten Years After
It’s been ten years since Tom Peters declared women’s economic clout, but most marketers are still in the dark. … read more
The ‘O’ Factor
The Oprahfication of Kleenex, Cadillac and Corona. … read more
The Human Touch
The greatest retailers not only serve their customers with courtesy. They treat them like friends. … read more
Where’s the Big Idea
With the right people, an open atmosphere and tuned-in insights, you can innovate with the best of them. … read more
Loyalty, Harley Style
Creating cultural value fosters deep-soul connections with consumers. … read more
The Emotional Truth
Schwan’s creates brand enthusiasm by finding a deep, soul connection between moms and their teenage kids. … read more
Additional Media
Marketing to Women. Minnesota Business. …read more
Hidden treats yield clues in marketing to women. Star Tribune. …read more
New study shows how women’s values have changed over the past 10 years. Fox TV News. …view interview
Study on the American Dream reveals women’s confidence in a time of uncertainty. KBEM Radio. …listen to interview
Study reveals what women really want. WCCO Radio. …listen to interview
The Modern Business Woman and Love: she was surveyed, this is what she had to say. Forbes. …read more
Politics has women fed up, survey finds. Star Tribune. … read more
Women’s afternoon TV: RIP. Maclean’s. … read more
After Oprah leaves, daytime TV may never be the same again. Los Angeles Times. … read more
Procter & Gamble moves from soap operas to social media. USA Today. … read more
All About the Advice. US Banker. … read more
Christine O’Donnell’s Extreme Empathy. Esquire . … read more
Pepsi pays to ‘refresh’ communities. MSNBC. … read more
The New Power Generation. M2W Essentials. … read more
New store more like a Home than a Depot. The Atlanta Journal-Constitution. … read more
Dolled-up project. Detroit Free Press. … read more
Campaign Chic: Not too cool, Never ever hot. The New York Times. … read more
McDonald’s lets 6 moms tell it like it is. USA Today. … read more
Connecting with Women. St Paul Pioneer Press. … read more
Dori Molitor: Brands for Women. Among Women. … read more
