Common sense (and lots of research) tells us that people’s inner psychology is not driven by their biological gender, but rather by the family, cultural and social structures that have helped to form their unique personalities. Some men may be more feminine than masculine in terms of their emotional needs, while some women might be more masculine than feminine.
Yet many brands continue to behave like caricatures of the sexes … 100% competitive and assertive for men … positively vibrating with sensitivity for women.
(This is particularly short sighted when it comes to Millennials, who live far less binary lives. In the US a recent survey showed that half of this age group believe that gender exists on a spectrum and shouldn’t be limited to male and female.)
Our experience suggests that there are feminine needs and masculine needs and most people have a mix of both. It is useful therefore, when planning your customer’s journey, to make sure that your brand is answering those needs right along the gender spectrum, irrespective of whether your target audience is male or female.
For instance …
Some feminine needs.
Relationship – looking for a way to participate.
Full value – a need to feel that they have acted responsibly, wrung every Rand dry.
Recognition – wanting to be seen as individuals with quirks, flaws and unique taste.
Personal connections – identifying with real people.
Some masculine needs.
Reassurance of quality – product specs and peer referrals.
Clever buys – a sense of a bargain or a smart product.
Ego – being able to afford an expensive purchase or VIP service.
Loyal to groups – company reputation is important.
This awareness opens up creative opportunities and allows brands to engage in different ways. For instance meeting the need for full value may cause us to interrogate and enrich the purchase experience, while underlining ego may indicate a need for visual signifiers …
It’s not rocket science but giving it some thought will make your brand less stereotyped, more modern and importantly, quintessentially human.
Head of Strategy – RADAR
T +27 21 418 5185 | F +27 21 422 2073 | E firstname.lastname@example.org
Postal address : 21 Rose Str, Bo Kaap, Cape Town, South Africa, 8001
JOHANNESBURG: Unit 102, Urban Fox, 274 Fox Street, Maboneng
For new business please contact Jason Ray, email@example.com, 082 567 0365
CAPE TOWN: 21 Rose Str, Bo Kaap, Cape Town
For new business please contact Kyle Sarkas, firstname.lastname@example.org, 084 645 8721
What is Radar?
- We are a multi-expression, multi-discipline agency.
- We are advertising without borders.
- Working before the line, with sharp, non-traditional business strategy…
- Through the line in a variety of media…
- And beyond the line, seeking new solutions that have resonance with new and constantly-evolving markets.
What do we believe?
- That people are the new medium.
- That our job as brand storytellers is to twang their souls.
- That we need to make just one person care enough to share.
- That ‘niche’ is possible, even en-masse.
- Financial, certainly, we know that happy money can change people’s lives.
- But also fashion, food and the things that bring fun to our existence.
What do we offer our clients?
- Depth. We employ intellectuals. Brand psychologists. People who think!
- True participation. We put our account management inside your office, a working member of your team… you are more than welcome to work in ours.
- Ideas. We strive for a smarter world.
What drives us?
- Radar is creative agency in the true sense of the word.
Our DTP artist plays the trumpet… the head of operations
creates beautiful pottery… our activations head is a qualified
make up artist… ours suits take magical photographs,
make beautiful music, and shine front of stage in their spare
time… the list goes on.
- Creativity of thought, and the beautiful expression of that
thought is what drives us.
- Our people are wonderful and they come in every gender and
from all kinds of cultures. On the outside they are mostly black
and white. On the inside they have minds exploding with colour,
passion and ideas.