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STORIES speak to your heart

No matter your age, stories capture your heart – they’re a universal language

 

“The future belongs to a different kind of person with a different kind of mind: artists, inventors, storytellers-creative and holistic ‘right-brain’ thinkers.”

~ Daniel Pink, author
5 Flavours of Lip-Smacking Content

5 Flavours of Lip-Smacking Content

Ice cream is loved the world over. It’s a special treat, comfort food and a memory maker… Just the thought of it fills us with so much feel-goodness, that we can’t help but say 'Mmm'.   Now hold onto that feeling, because that’s exactly what great content should do for you… be memorable, tasty and leave you wanting more…   If you haven’t seen the kid’s film Cloudy with a Chance of Meatballs there’s a scene where it’s raining ice cream and scoops of every imaginable flavour pile high...

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Too Much Choice Leads to Nothing

Too Much Choice Leads to Nothing

You’re stuck. By too much choice. And it’s bad for you.   Is that statement right, or wrong? Maybe. Or maybe not. Feeling conflicted? That's highly likely. Your mind’s now swimming and you’re considering whether you really have time to read this article and find out more… but probably, like most people, you’ll just opt-out and doing nothing.   To explain all that, let’s talk jam. And behavioural science… Two psychologists, Sheena Iyenar and Mark Lepper, identified a problem they...

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What does ‘she’ want? Products, service and spaces with an authentic female focus

What does ‘she’ want? Products, service and spaces with an authentic female focus

Every woman’s life is a unique story. Yet her demands overlap, with her soul-sister’s. This final article in a 5-part series on the Power of the Female Economy, explains how women’s shortlist of product wants and needs, isn’t that complicated.   It’s an obvious truth that as a woman’s life progresses, her expectations of products, services and spaces evolve… which is why you can’t rely on anyone’s lifetime, unfailing loyalty. For women, there are only three things that hold their loyalty:...

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Why She Buys the Way She Buys: the female purchasing pattern, looks different to a man’s

Why She Buys the Way She Buys: the female purchasing pattern, looks different to a man’s

Men and women differ. And their buying habits, are no different. Shopping is female.   This fourth article in a series on the Power of the Female Economy, explains how women follow a spiral pattern when buying – that moves between logic and emotion.   But wait, there are two fundamental building blocks that support that wildly sexist statement. Guys are genetically disposed to being hunters ­– they walk through the woods and consider themselves unsuccessful in their pursuit, unless...

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The Many Minds of Eve: females think and buy, differently than men

The Many Minds of Eve: females think and buy, differently than men

Women and men are different. That’s obvious. But it’s the minutiae that counts.   This third article in a series on the Power of the Female Economy, explains how women are as different psychologically as they are biologically, from men… which directly affects their how and why of shopping.     As Faith Popcorn famously put it, “they’re as different shop-ologically as they are biologically.” With that simple statement in 2000, the world awoke to a savvy marketers’ golden...

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‘She’ Means Business: the purchasing power of the female economy

‘She’ Means Business: the purchasing power of the female economy

It never fails to surprise me. Women make up just over half the world’s population and control well over half the spending, yet few businesses acknowledge them as the unequivocally dominant consumer force (and market) on the planet. This second article in a series on the Power of the Female Economy, explains how women are the largest spending, yet still unrecognised drivers, of our consumer economy.   Exactly how big is it? In aggregate, women represent a growth market bigger than China...

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The Story of Our ‘Stuff’: how we bought our way into consumerism

The Story of Our ‘Stuff’: how we bought our way into consumerism

The exact point at which people started buying and using stuff that they fancied, but didn’t need to survive, is vague.However, the consumerist life we’re now living is only the latest chapter of quite a long story. The first article in this series on the Power of the Female Economy, explains how if you dig deep enough, it seems we have a 500+ year history of wanting things that we simply don't need.   Of course, we’ve always had things – using them not just for survival, but also ritual,...

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