Gaby Barrios: Why gender-based marketing is bad for business
BCG's Gaby Barrios has dedicated her career to understanding consumers across the world in a wide range of industries. Full bio
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my friends and I were obsessed
these incredible athletes,
the games were clean and engaging,
any pay at all for their sport.
we wanted to watch the games live,
the Spanish-speaking networks in the US
into the tournament
talks to me and says,
like everything I'm seeing
household cleaning products and diets?"
we were sensitive about it
with men and boys in our lives,
necessarily wrong with that.
at the tournament and said,
to be seen by more women,
because they're watching in Spanish,
for me to place all these commercials
and maybe not other things."
should not be annoyed about it,
are tasked with doing.
with very limited budget,
to get to their target consumer.
as that argument seems,
is actually not great.
if you still blindly use a gender view
on stereotypes in advertising,
that has to be addressed.
you're leaving money on the table
to find in the market
from the fun things
from your brands
separation around genders
this activity is bad for your business
like other demographics
good marketing shortcuts.
we were targeting needs
and personal care and driving and sports
we never challenged it again,
a little bit insane,
to this conclusion lightly.
that gender is not the best place
and target your brands.
a very gender-specific product category,
about your consumer right now
this conclusion specifically.
is to go with our clients
for their brands to grow.
to find disruptive growth in the market,
of the consumer.
at them from scratch,
that you thought were important,
where the growth is.
an algorithm precisely for that.
I can know their gender, of course,
their income, other things.
this person is making a decision,
other things in the mix.
of big data about a person --
for statistical tournaments.
is like asking this big thing of data,
you know about consumers at this point,
useful thing I need to know
about what consumers need?"
to have winners and losers.
about your consumer,
you know what they need.
that are just not that practical,
in a world of limited resources,
that actually have the same needs.
suspense is not killing you,
的 200 个项目后，
this is covering 20 countries or more --
a hundred thousand of these tournaments,
the most predictive thing
as the winning variable
where traditional gender roles
gender, than five percent,
at a consumer,
to be more interesting to you than gender.
you need to know about them,
you're doing everything based on gender.
money on the table.
advertising based on gender,
and on TV based on gender.
the exciting growth will come from.
it's actually much more interesting to you
who they are eating with,
significantly more powerful and useful
is a man or a woman.
your limited budget into action,
solutions for different occasions
versus young men.
35% - 40% 的消费
of consumption in alcoholic beverages
actually happens with women,
that we typically hear.
for the most part, in the same location,
they have at that moment
to connect with the man,
a little bit of tension,
that's something where we've heard a lot
between men and women,
men and women as different
from the thing that is underneath.
as "women don't like to invest,"
about men and women.
that are excited and energized
to actually what's underneath
so condescending to women
about managing their finances.
that were playing sport at the beginning,
over different countries,
between a man and a woman.
it doesn't matter for old and young,
and extreme competition,
a lot in common with their counterparts.
into fashion, into other things,
the needs are not different.
on categories where we found
it's not even a feminist push,
to start finding ways
going to be appetite
for me to grow.
a person that is in business,
about what is my role
and you hear things like,
my target are men,
gender-specific product category,
having these conversations,
stereotypes of people
that men and women are different.
and we're running a business,
your own instinct to use gender,
probably not choosing the best variable
that growth is going to come
with such an outdated lens like gender?
and go for what's right.
for your business, it's for society.
Reviewed by Yinchun Rui
ABOUT THE SPEAKERGaby Barrios - Marketing expert
BCG's Gaby Barrios has dedicated her career to understanding consumers across the world in a wide range of industries.
Why you should listen
BCG's Gaby Barrios is a partner and associate director of the Center for Customer Insight, based in Paris. She has dedicated her career to understanding consumers across the world in a wide range of industries, from fast-moving consumer goods, travel and retail to financial services, healthcare and technology.
At BCG, Barrios is one of the leaders of the Demand Centric Growth topic, which aims to drive organic growth anchored on deep consumer understanding. She has developed proprietary algorithms that help isolate what drives consumer needs, reframing the market in a way that highlights new opportunities to grow.
Barrios holds a Master of Science degree in management sciences and industrial engineering from Northwestern University, and a Bachelor of Science degree in industrial engineering from Universidad Simón Bolívar in her native Venezuela.
Gaby Barrios | Speaker | TED.com