Women, Empowerment, Confidence and Beer

According to a global study by BCG the category women are most dissatisfied with is financial services Bonus points if you chose quotall of the abovequot because that39s the reallife answer These four categories routinely disregard women and their dollars choosing instead to position their products to meet the needs of men Even as women are earning more and spending more a ridiculous majority of brands still do not seem to grasp that women invest money purchase cars or buy TVs computersamp160and sound systemsWhich is why it39s worth noting when a beer company amp8211 yes a beer company breaks out and recognizes women solely for their purchasing poweramp160In this fantastic stereotypedefying campaign video from AB InBev the giant beer company that owns Budweiser Coronaamp160and Stella Artois women order beers because hey they want a beer Thankfully there39s no overbearing message encouraging women to muster the confidence to order a beer No manufactured movement to empower women to order a beer No quasipublic service message urging that it39s time women are finally liberated from their fear of ordering a beeramp160The video doesn39t contend that women are anything less than equal or that they need a boost The women depicted are strong and selfassured which is to say they39re normal womenamp160 And refreshingly the campaign doesn39t stoop to feminist political correctness Which brings me to another pointDo you know the two words a brand should never ever use when communicating with womenConfidence Empowerment My agency spoke with more than a thousand women to discover that women dismiss quotyouneedconfidencequot advertising messages as much as they dismiss messages from the GoDaddy end of the spectrum It turns out that when brands tell women that a shampoo will make them feel more confident or a cereal will empower them they scoffamp160 Does a shampoo make men feel confident Are male consumers seeking to be empowered by their morning cup of fruitonthebottom yogurt That would be absurd to men And it39s just as absurd to womenWomen are insulted by brands that insist women are at a deficit without themUnfortunately most of the quotGirl Powerquot ad campaigns trending right now do just that by touting how empowering brand X is Listen closelyamp160and you39ll hear an awful lot of shoulds in these campaigns Today39s advertising tells women they shouldn39t feel bad on a scale shouldn39t talk to themselves like that shouldn39t apologize for anything instead women should feel more confident more empoweredamp160and for goodness sake we should feel better about being girlsMeanwhile girls control 132 trillion of the economy Gentleman that is empowermentThanks AB InBev for boldly stating the obvious Women drink beer women order beer women buy beer amp160and lots and lots of other stuff too WeAllLoveBeerThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaVillagecom MyersBizNet Inc management or associated bloggers

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Women, Empowerment, Confidence and Beer

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About That with Carl Mayer: Danny Senor (Episode 7: Sports Survey) - By Carl Mayer

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