Women lead way in profound but quiet revolution

Hess, Charlie
January 2000
Advertising Age;1/24/2000, Vol. 71 Issue 4, p26
Trade Publication
The article focuses on the consideration of personal or social changes that women exhibit by marketers and advertising agencies. There is a social revolution going on, and marketers and advertising agencies have much to learn about it. It has no ideology and no leaders. But it does have leading indicators: women. Where they have gone, society has followed. To see how far it has progressed, look at the way we are behaving. Public displays of emotion, public apologies for personal transgressions and growing interest in spirituality have all followed from what women have exhibited. His personal change has forced large institutional change, and this coercive dynamic is taking place all across society as institutions are forced to restructure to reconnect with changing individuals. But it means restructuring in ways leaders hardly understand. Using women in an ad or as a target market is not the same thing as understanding women as leading indicators of social change. Using women is drawing on their perspectives for advantage, while comprehending the leading indicator message is understanding the significance, direction and timing of widespread social change.


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