周末双语荐读:性别影响品牌的设计和目标吗?

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性别影响品牌的设计和目标吗?

Does gender effect the design and target of brands?

我们有足够的数据表明:性别不是您设计和定位您的品牌之初的最佳选择。那我就要更进一一步 了:除非您使用的是对性别具有很强针对性的产品类别，可能还有其他您现在设想的消费者目标，比性别更有用。我们并没有专门得出这个结论。我们发现了。作为顾问，我们的工作是与客户同行，同时了解他们的业务，并尝试帮助他们找到品牌壮大的空间。

We have enough data to suggest thatgender Is not the best place to startfor youto design and target your brands.And I would even go one step further:unless you are working in a verygender- specific product category,probably anything else you'rehypothesizing about your consumerright now,is going to be more useful than gender.We did not set up to draw thisconclusion specifically.We found it.clients and understand their business.and try to help them find spaces fortheir brands to grow.

我们相信，如果您想获得爆发性的市场增长，您必须站在消费者的角度,并对消费者保持不可知的态度。您必须从头开始，把自己从偏见和您认为重要的部分中剔除,就是看看哪里可以增长。我们正好为此构建了一个算法。

And it is our belief that if you want tofind disruptive growth in the market,you have to go to the consumer,and take a very agnostic view of theconsumer.You have to go and look at them fromscratch, remove yourself from biasesand segments that you thought were  just take a look to see where the growth. And we built ourselves an algorithmprecisely for that.

想象我们有一个人，我们知道一个人正在做一个关于产品或服务的选择,看这个人，我当然可以知道他们的性别、其他人口统计资料、他们的住所、收入、其他信息。我知道这个人做决定的背景、他们所 处的位置、和谁在一起、购买力、或者其它因素,我还可以将其他内容混合在一起。我知道他们的态度,他们对类别的感觉如何，以及他们的行为。因此，如果您能想象出这种关于一个人的大数据收集...我将在这里过分简化科学分析。但是我们基本上建立了统计比赛的算法。统计比赛就像是询问大量数据一样，“因此，数据，从您现在所掌握的有关消费者的所有信息中，我需要知道的最有用的东西是什么，能告诉我更多有关消费者的需求吗?”

So imagine that we have a person andwe know a person is making a choiceabout a product or service,and from this person, I can know theirgender, of course,other demographics, where they live,their income, other things.I know the context where this person ismaking a decision, wherethey are, whothey're with, the energy, anything,and I can also put other things in themix.I can know their attitudes, how they feelabout the category, their behaviors.So if you imagine this kind of blob of bigdata about a person... I'm going tooversimplify the science here,but we basically built an algorithm forSo a statistical tournament is like askingthis big thing of data,"So, data, from everything you knowabout consumers at this point, what isthe most useful thing Ineed to know,that tells me more about whatconsumers need?"

因此，比赛将有赢家和输家。赢家是那些变量、那些维度,那实际上可以教给您很多有关您的消费者的信息，如果您知道这些，就会知道他们的需求。而且丢失的变量并不那么实用，这很重要，因为在资源有限的世界中，您不想将其浪费在实际上具有相同需求的人身上。那么为什么要区别对待他们呢？因为我告诉您结果是什么，随着时间的流逝我们发现，在全球200个项目这覆盖了20个或更多的国家之后，从本质上讲，我们举办了大约十万场比赛,毫不奇怪，性别很少是了解消费者需求最具预测性的因素。从十万场比赛中，性别只是作为获胜变量,约占这些比赛的百分之五。顺便说一句，这在世界各地都是如此。我们是在传统性别角色比较明显的地方做的，结论完全相同。

So the tournament is going to havewinners and losers.The winners are those variables, those dimensions, that actually teach you athat if you know that, you know whatthey need .And there's losing variables that are justnot that practical, and this matters because in a world of limited resources,you don't want to waste it on peoplethat actually have the same needs.So why treat them differently?So at this point, 1 know, suspense is notbut what we found over time is after200 projects around the world... this iscovering 20 countries or more,in essence we ran about a hundredthousand of these tournaments,and, no surprise, gender was very rarelythe most predictive thing to understandconsumer needs.From a hundred and thousandtournaments, gender only came out asthe winning variable in about five percent. This is true around the world, by theway. We did this in places where traditionalgender roles are a little morepronounced,and the conclusions were exactly thesame.

性别比那个5%重要得多，而不是物质性的东西。因此，让我们思考一下。论您如何看待消费者，您最有可能觉得其它的东西会比性别更有趣。您可能需要了解一些非常重要的信息,而且您会因为所有的事情都要根据性别才去做。这就是我说您要把钱留在桌子上的原因。性别很容易。根据性别设计广告很容易，根据性别定位网络和电视用户也很容易。但是最后，这并不能获得令人激动的增长。例如，如果您是一家食品公司，那么实际上这对您来说更有趣，去了解人们在哪里吃饭、和谁一起吃饭、他们营养是否丰富。

It was a little bit more important,gender, than five percent, but notmaterial.So let's let that sink in for a second.No matter how you're looking at a consumer.most likely anything else is going to bemore interesting to you than gender.There's probably something veryimportant you need to know about,and you're getting distracted becauseyou're doing everything based on gender. And that's why 1 say you're leavingmoney on the table.Gender is easy. It's easy to designadvertising based on gender,it's easy to target people online and onTV based on gender.But at the end, that's not where theexciting growth will come from.If you're a food company, for example,it's actually much more interesting to know where people are eating, whothey are eating with, are they verynutritionally oriented.

所有这些功能实际上都会更加强劲有用，而不是知道一个人是男是女。当然，那很重要，如果您要将有限的预算付诸实动，那么您最好为不同的场合创建解决方案，而不是去试着针对女性与年轻男性之间的对比。另一个例子是含酒精的饮料。实际上,酒精饮料消费量的百分之三十五到百分之四十 都是女性消费者占有，但是，“女人不喝啤酒”。这是我们通常听到的。但是实际上，大多数时候，当一个男人和一个女人在同一地点时，他们当时的情感和功能需求非常相似。顺便说一句，只有一个例外，且极可能存在,如果一个男人和一个女人在约会,男人试图打动女人，女人正试图与男人建立联系，所以会有点紧张的气氛，但是得知道这一点很重要。

All of those things are actuallysignificantly more powerful and usethan knowing if a person is a man or awoman.And that matters, of course, becausethen if you're putting your limitedbudget into action,then you're better off creating solutionsfor different occasions than trying totarget women versus young men.Another example is alcoholicbeverages.Thirty-five percent to 40 percent ofconsumption in alcoholic beveraaesaround the world actually happens withwomen, but, you know, "women don't drinkbeer."Those are the things that we typically can hear. But actually, when a man and a womanare, for the most part, in the same place. the emotional and functional needsthey have at similar.There's only one exception, by the way,and the exceptions exist, where if youhave a man and a woman ona date,the man is trying to impress the woman and the woman is trying to connect withthe man,so there's going to be a little bit of tension, but that's important to know.

我们会花一些时间。金融机构:这是我们听到很多关于男女之间差异的地方，但实际上谈论男人和女人之间的不同正在分散您对以下事件的注意力。我们把它简单化为“妇女不喜欢投资”，“妇女讨厌理财”，“男人是伟大而进取的冒险者”，但最后这与男人和女人无关。实际上，这是一种不同的叙述。这是关于，有那些充满热情和活力并受过教育的人们来管理他们的财务，并与什么都没有的人相对比。因此，如果您将对话从男人和女人转换到两者的深刻含义的话,那么您可能就不会对女人如此谄媚，并且您还可能会开始为一些男人服务,那些对管理他们的财务实际上很手软的男人们。我再举一个例子。

We'll take a few dates.where we've heard a lot about thedifference between men and women, but actually talking about men andwomen as different is actuallydistracting you from the thing thatisunderneath. We made it so simple as "women don't like to invest," ' women hate managingtheir money,""men are great and aggressive andrisk-takers," but at the end it's not same as woman.It is actually a different narrative.It is about, there are people that areexcited and energized and educated tomanage their finances,versus people that are not.So if you change the conversation frommen and women to actually what'sunderneath,then probably you'll stop being socondescending to women and you maystart serving some men,that are actually shy about managingtheir finances.I'll leave one more example.

让我们回到刚开始那位运动的女性身上,我们在不同国家发现的有趣的东西之一一一探索运动服，如果一个人是一个有竞争力的人且他们正在采取行动,那男人和女人之间的需求就没有什么不同。运动员就是运动员。男人还是女人、年轻还是老年，这都没有关系,你只是一个运动员,在行动和极端竞争的关键时刻，您需要此装备来为您自己工作。所以踢足球的女人与同龄人有很多共同点。不在足球领域,那也没关系。

If I go back to the women that wereplaying sport at the beginning,one of the fascinating things we foundover different countries, exploringsportswear,that if a person is a competitive personand they are in the moment of action,the needs are not different between aman and a woman.An athlete is an athlete.It doesn't matter for men and women, itdoesn't matter for old and young, youare an athlete,and in the moment of action andextreme competition, you need this gear to work for you.So these soccer-playing women have alot in common with their counterparts.Out of the field, it doesn't matter.

不在足球领域，她们可能会涉足时尚、其他领域，但是针对踢足球来说，她们的需求没有什么不同。所以这些只是我们发现性别不是最佳选择的一些例子。实际上，引起争议的是，它甚至不是女权主义的表现，只是我们已经习惯了。

Out of the field, they may be intofashion, into other things, but on thefield, the needs are not different.So these are just a few examples on categories where we found that genderwas not the best place to go,and actually the argument is that at thispoint it's not even a feminist push, it'sjust we got used to it.

我们习惯使用性别来作为衡量的标准,因此对我们来说，寻找其它衡量消费者的的方法很重要。这样我们就不用再回到性别这一话题。我并不傻，我知道使用性别为依据仍然会比较能

满足人的欲望，而且确实轻松,但这至少值得进行一场对话。在您的业务中，您必须问自己: "这真的是我寻求消费增长的最佳方式吗?”

We got used to using gender, and it'simportant for us to start finding ways tomeasure other things about consumers,so that we don't revert back to gender.I am not naive, and I know there's stillgoing to be appetite and certain easearound using gender,but at least this warrants a conversation. In your business, you have to inquire, isthis really the best lens for me to grow.

因此，如果您像我一样是一个从事商务活动、 并

一直在担心自己的角色的人,在更广泛的社会讨论中,如果您在听您的生意论坛，并且听到类似的声音:“哦，我的目标是女性，我的目标是男性，这是年轻女孩，年轻男孩，” 当这些性别对话出现时,除非您在一一个性别指向十分明确的产品领域内工作，记住这个警示，因为如果您继续进行这些对话,您将永远保留人们这种性别定型的观念，使人们认为男人和女人是不同的。

So, if you are, like me, a person that isin business, that I am constantlyworried about what is my role,in the broader societal discussions, ifyou're listening to your business andyou hear things like,"Oh, my target are women, my targetare men, this goes to young girls, youngboys," when it's that genderconversation,unless you are working, again, in a veryspecific, gender-specific productcategory, take this as a warning sign,because if you keep having theseconversations, you will keepperpetuating stereotypes of people,and making people think that men andwomen are different.

但是因为这是生意，而且我们正在经营生意,我们想要发展它，至少是挑战自己使用性别的本能,因为统计数据表明您可能没有选择最佳变量来定位您的产品或服务。消费增长一点都不容易。是什么让您认为消费增长来源于走进市场，并携带着像性别这样过时的选择观? 因此，让我们停止做简单的事情，去做正确的事情。在这一点上，这不仅是为了您的业务，更是为了这个社会。

But because this is business, and we'rerunning a business, and we want togrow it,at least kind of challenge your owninstinct to use gender,because statistics say that you'reprobably not choosing the best variableto target your product or service.Growth is not easy at all.What makes you think that growth isgoing to come from going into marketwith such an outdated lens like gender?So let's stop doing what's easy and gofor what's right.At this point, it's not just for your business, it's for society.

掌握语言，是为了换一个视角看世界

愿你看待这个星球的眼光批判且不同