This is not a study about women’s rightful place in society. It is a study about a changing landscape and how women are acting, reacting and redefining themselves in a new world based on observations and actual behavior. It’s research provides a profound understanding of women and their new found motivation and new criteria for decision making, including brand need, brand choice and brand advocacy. Furthermore the study identified emerging patterns of womanhood and the implications for brand strategies in both communication as well as innovation.

Cultural Shifts Impact Marketing

At any one point in time, there’s a narrative that defines small groups, large groups and on a broader scale, entire cultures. In retrospect, these are easy to identify. Social shifts don’t manifest themselves overnight. We can think of ‘current’ a cultural narrative as the surface of an ocean. The shift is the current beneath the surface bubbling up underneath. Not apparently visible but strong and working its way to surface, becoming the new narrative that defines us. Hippies gave way to Yuppies. Feminists gave way to femininity. Yuppies spawned the Hipsters.

Social shifts are fascinating, yes. But, they also impact business because they define a changing nature of demand, not only for products and services but ideas in general; brand ideas, communication ideas, political ideas and social ideas. It’s to a businesses competitive advantage to stay on top of what is the NOW and what is bubbling underneath and what is emerging.

About Trend and Pattern Recognition

Social shifts are not trends. They manifest themselves as micro trends. If one is a diligent and aware observer, one can track changes in behavior, micro trends and what appear to be anomalies, and piece together a puzzle that paints a bigger picture. This is what we call context analysis. And that is our starting point for developing meaningful strategies and concepts. Observing, recording, synthesizing changes in behavior and piecing together the patterns of broader social shifts because we know that small changes may in fact be articulating much bigger ones and business should be prepared for emerging opportunities.