“I am WOMAN, hear me roar!”

Not something you would have heard say forty years ago or even twenty years ago for that matter, but more and more the voice of the independent woman is echoing with veracity in the marketplace that has all but embraced it in it’s entirety. Similarly, with the symbiotic effect that one would expect, men are changing the way they think as well, moving from a machismo style of messaging to a subtley more evocative and emotional messaging.  This is not to suggest a complete step change for either sex and the messaging that appeals to them, but more simply to suggest the rich white space for differentiated communications.

Statistics suggesting the increasing age of the average age women marry (22 to 26 in the last century) and the inherent & delayed age woman give birth plays well to the independence of women seeking time for professional advancement.  For men, who dare not openly demasculate themselves with public displays of emotion, latent but certainly present heart strings are pulled with the ever present love story that accompanies any good action movie.

Probes:

- Considering the validity of the above thought starter? What arguments exist that disprove the above insight? What arguments lend credibility to the above insight?

- How do marketers tap into the latent but powerful heart strings without demasculating men?

- How do marketers tap into the independence of women?

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