Published on: April 28, 2005Good piece in BrandWeek about a new trend called “multiminding,” which it says means that “today's typical woman, even if she appears to be relaxing in front of a late night television show, reading a magazine or tackling an array of projects at work, is constantly thinking about and preparing for the multiple dimensions of her life, mentally juggling an unending array of work, home and self-care concerns while tackling or embracing the moment.
“Increasingly, multitasking has meant that single-focused pursuits, like recreational shopping or watching television, have become quaint reminders of a simpler past. Research shows that fewer women than ever are browsing malls and that when women are watching television or cooking dinner, they may be simultaneously working online.”
The message is that the demands of modern life and the enabling facets of technology have allowed the line between work and home to get ever-thinner, and that women are the beneficiaries/victims of this trend. After all, a recent US Department of Labor study noted that the average working woman spends almost twice as much time as a working man on household chores and childcare, and that while 85 percent of men work for a living, 78 percent of women are in the workforce.
The article suggests that marketers need to keep this trend in mind when creating messages – and by extension, retail environments – that appeal to women in 2005 and beyond. The author says that marketers have to spend more time asking women what they want instead of making assumptions; have to be far more conscious of the demands on her time, and create targeted, relevant messages; and take her needs and desires seriously.
- KC's View:
- It strikes us as interesting that in this space yesterday, we had a story about how one company, Stonyfield Farms, was using blogs to communicate with its customers, creating evolving forums that allowed it to listen to shoppers’ voices and craft relevant responses. And today, we hear that the nation’s primary shoppers, women, are dealing with increased demands on their time, minds and emotions, and are likely to respond to marketers who, well, listen to their voices and craft relevant responses.
One thing is for sure…marketers and retailers that do not take these shifts seriously, changing both the style and substance of their offerings to accommodate this evolving consumer, simply will be doomed to irrelevance.
It won’t be a quick death. It’ll be slow.
But someone once said that life is a series of choices between deep change and slow death…and that this is true seems pretty evident in the retailing an d marketing sectors today.