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Women 2020: How women's actions and expectations are changing the future
A paper exploring how women act as catalysts for change, today and in the future. It argues that marketers should respect the changing role of women in society, and the deep repercussions of this shift for both popular and consumer culture around the world.
Midlife Women: Embracing power and avoiding invisibility
This paper analyses the state of women aged 45-64 years old, using an international perspective.
Do men and women respond differently to ads?
Research which measured gendered emotional responses to ads by creative approach.
How to market to women
Best Practice paper offering practical tips, examples and recommended reading.
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P&G tackles a taboo with a digital conversation – 'Like a Girl'
How Always engaged consumers in a new way by changing the conversation.
Vodafone: Between us
This case study describes how Vodafone, the only foreign mobile phone provider in the Turkish market, created a secret alarm app to protect women in the face of domestic violence, which saved lives and strengthened the brand's position as innovative and reliable.
Babyshop embraces showrooming
This case study describes how Babyshop, a Norwegian maternity retailer, created a campaign to turn the practice of showrooming to its advantage, targeting customers in and around physical stores.
Antistax: Listen To Your Legs
This case study describes how the health supplement Antistax was repositioned in the global market through the Listen To Your Legs campaign that focused on inner-health over outer-beauty.
Rin: Career ready academy
This case study describes how Rin, a dominant detergent brand in some regions of India, created a mobile "career academy" to improve the career prospects of rural Indian women, and improve brand affinity.
Using Greimas' semiotics in ethnic consumer research
With a rapidly growing number of consumers experiencing migration around the world, the need for new research methodologies to understand ethnic consumption becomes more pressing for managers operating in global markets.
The changing face of the beauty customer
This article argues that brands need to innovate in their product offering and marketing to match the growing trend for consumers to trial and review beauty products via digital devices and social media.
Know the audience: Mums
This article discusses recent global statistics, research and insights into mothers.
The Latina's beauty bag: emotional impact on consumer behaviour
This article aims to understand Latin American women's relationship with make-up by mapping and quantifying the contents of women's 'beauty bags'.
Young Women's Health: Global attitudes towards health, fitness and wellbeing among the under 30s and market impact - executive briefing
This article highlights topline trends in young women's approach to fitness and health across the world.
This Girl Can: The power of insights and letting go
This event report looks at how a government agency set out to promote behavioural change among women and get them more involved in exercise and sport.
Three sides to every story: How qualitative research can incorporate technology in visual, verbal and written narrative
This paper looks at how researchers can use the data generated by new technologies to better understand consumer behaviour and generate insights for marketers by incorporating storytelling, and tests two different methods.
Unilever's strategic use of streaming video
This event report outlines how Unilever has used digital video as a tool to champion its portfolio of haircare brands.
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