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The 80% Minority

In 2002, The Thomas Yaccato Group and Thompson Lightstone & Company surveyed 2000 women and men nationwide to ask them if corporate Canada was meeting their needs as consumers. The result was a resounding “no”especially amongst women. Yet, 80% of women surveyed said that they are the ones responsible for household consumer purchases. Read on for more information on Joanne Thomas Yaccato's groundbreaking book The 80% Minority, how ads have portrayed women through the ages, and links you'll want to explore.

About the Book

In The 80% Minority, author Joanne Thomas Yaccato illustrates that while women control 80% of consumer dollars, businesses still treat them like a minority in their product development and marketing efforts. For example:

• By policy, most financial companies consider the highest income earner the principal holder of accounts, bank loans, and mortgages, but when both holders are women, financial companies treat them equally.
• Airline seat designs are based on the height of 95% of the population fifty years ago—before women comprised 50% of air travel passengers.
• Women pay higher prices for products and services including clothing, dry cleaning, hair salons (regardless of hair length), and deodorant.

With wry wit and astounding powers of observation, Yaccato explains the reality of female consumer DNA. Through anecdotes and studies she shows that women not only feel like they’re being discriminated against, but that their feelings influence their purchasing decisions. To illustrate, she draws on the experiences of companies like General Motors, who with Saturn created a gentler way of selling cars that appealed to women so much the company was perceived as targeting women. She also exposes companies who have failed to look through what she calls the “gender intelligent lens.” Yaccato urges these companies to:

• Be intelligent about gender differences.
• Get through with intelligent communication.
• Recognize that women lead multi-dimensional lives.
• Live the corporate soul.

By following these four principles, she argues, businesses will not only create gender-inclusive products and marketing strategies, but they'll meet the needs of women, gain this powerful group's long-term loyalty, and ultimately improve their company's bottom line. Read more about The 80% Minority here.

Women control 80% of consumer dollars, yet advertisements with anorexic models selling blue jeans, teenagers pawning anti-wrinkle cream, and men proudly putting instant dinners on the table when their wives come home from work persist. While advertising is becoming smarter and more respectful—Nike's “Just Do It!” and Kellogg's “Look good on your own terms” campaigns focus on women aiming to please themselves as opposed to others—there are companies like Clairol who still don't seem to get it. Look at the timeline below for advertising slogans through the years.

1905 "The favorite drink for ladies when thirsty, weary, and despondent." Coca-Cola

1921 "How the plainest woman can be pretty." Palmolive Soap

1923 "Always a bridesmaid, but never a bride." Listerine

1936 "Every day of the month is a day of freedom." Tampax Tampons

1944 "Just a few minutes to make up with 'Pan-Cake' and you're glamorous." Max Factor Pan-Cake Make-Up

1945 "Look younger, Lady, when your man comes home." Clairol Shampoo Tint

1958 "Look Ma no cavities!" Crest Toothpaste

1961 "Is it true ... blondes have more fun?" Lady Clairol

1964 "Does she ... or doesn't she?" Clairol

1966 "Take it off. Take it all off!...The closer you shave the more you need Noxema." Noxema Shaving Creme

1967 "Because I'm worth it." L'Oréal Cosmetics

1971 "Be a question. Be an answer. Be a beautiful story. But be sure." Kotex Napkins

1988 "Would you buy a condom for this man?" Today Condom

1989 "Yes! Yes! Yes!" Clairol Herbal Essences

1998 "There are 3 billion women who don't look like supermodels and only 8 who do." The Body Shop

2002 "Us kids know our mothers are too busy to cook." Betty Crocker's Microwaveable Lunch

To learn more about what you can do to encourage gender-intelligent portrayals of women in media, click the links below.

Increase your media awareness at www.media-awareness.ca.

Learn how to stop companies from using negative and distorted images of women in advertising at www.about-face.org.

Jean Kilbourne's an expert on addictions, gender issues and media. Find out more at www.jeankilbourne.com.

www.mediawatch.com distributes educational materials to increase media literacy.

The UN Platform for Action Committee to advance women's equality—http://unpac.ca/economy/consumers.html.

Need a break? Test your knowledge of advertising slogans at www.adslogans.co.uk.