[Script Info]
Title: 
[Events]
Format: Layer, Start, End, Style, Name, MarginL, MarginR, MarginV, Effect, Text
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,Like a lot of people around the world,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,earlier this summer\Nmy friends and I were obsessed
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,with the Women's World Cup held in France.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,Here we are, watching\Nthese incredible athletes,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,the goals were amazing,\Nthe games were clean and engaging,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,and at the same time, outside the field,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,these women are talking about equal pay,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,and in the case of some countries,\Nany pay at all for their sport.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,So because we were mildly obsessed,\Nwe wanted to watch the games live,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,and we decided that one of\Nthe Spanish-speaking networks in the US
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,was the best place for us to start,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,and it wasn't until a few games\Ninto the tournament
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,that a friend of mine\Ntalks to me and says,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,"Why does it feel like\Neverything I'm seeing
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,is commercials for makeup and\Nhousehold cleaning products and diets?"
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,It did feel a little bit too obvious,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,and I don't know if\Nwe were sensitive about it
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,or the fact that we were watching\Nwith men and boys in our lives,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,but it did feel a little bit too obvious
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,that we're being targeted for being women.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,And to be honest there's nothing\Nnecessarily wrong with that.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,Someone sat down and looked\Nat the tournament and said,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,"Well, this thing is likely\Nto be seen by more women,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,these women are Hispanic\Nbecause they're watching in Spanish,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,and this is women content.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,Therefore, this is a great place for me\Nto place all these commercials
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,that are female-centric\Nand maybe not other things."
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,If I think about it as a marketer,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,I know that I absolutely\Nshould not be annoyed about it,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,because this is what marketers\Nare tasked with doing.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,Marketers are tasked with building brands\Nwith very limited budget,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,so there's a little bit of an incentive
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,to categorize people in buckets
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,so they can reach their target faster.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,So if you think about this,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,it's kind of like a shortcut.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,They're using gender as a shortcut\Nto get to their target consumer.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,The issue is that as logical\Nas that argument seems,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,gender as a shortcut\Nis actually not great.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,In this day and age, if you still\Nblindly use a gender view
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,for your marketing activities,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,actually it's just plain bad business.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,I'm not talking even about the backlash\Non stereotypes in advertising,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,which is a very real thing\Nthat has to be addressed.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,I'm saying it's bad business because\Nyou're leaving money on the table
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,for your brands and your products.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,Because gender is such an easy thing\Nto find in the market
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,and to target and to talk about,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,it actually distracts you\Nfrom the fun things
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,that could be driving growth\Nfrom your brands,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,and, at the same time,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,it continues to create\Nseparation around genders
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,and perpetuating stereotypes.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,So at the same time this activity\Nis bad for your business
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,and bad for society, so double whammy.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,And gender is one of those things\Nlike other demographics
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,that have historically been\Ngood marketing shortcuts.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,At some point, however,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,we forgot that at the core\Nwe were targeting needs
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,around cooking and cleaning\Nand personal care and driving and sports
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,and we just made it all a bucket and\Nwe said, "Men and women are different."
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,We got used to it and\Nwe never challenged it again,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,and it's fascinating to me
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,and by fascinating I mean\Na little bit insane
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,that we still talk about this as a segment
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,when it's most likely carryover bias.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,In fact, I don't come\Nto this conclusion lightly.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,We have enough data to suggest\Nthat gender is not the best place
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,to start for you to design\Nand target your brands.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,And I would even go one step further:
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,unless you are working in\Na very gender-specific product category,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,probably anything else
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,you're hypothesizing about\Nyour consumer right now
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,is going to be more useful than gender.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,We did not set up to draw\Nthis conclusion specifically.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,We found it.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,As consultants, our job\Nis to go with our clients
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,and understand their business
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,and try to help them find spaces\Nfor their brands to grow,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,and it is our belief that if you want\Nto find disruptive growth in the market,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,you have to go to the consumer
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,and take a very agnostic view\Nof the consumer.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,You have to go and look\Nat them from scratch,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,remove yourself from biases and segments\Nthat you thought were important,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,just take a look to see\Nwhere the growth is.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,And we built ourselves\Nan algorithm precisely for that.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,So imagine that we have a person\Nand we know a person
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,is making a choice\Nabout a product or service,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,and from this person, I can know\Ntheir gender, of course,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,other demographics, where they live,\Ntheir income, other things.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,I know the context where\Nthis person is making a decision,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,where they are, who they're with,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,the energy, anything,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,and I can also put\Nother things in the mix.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,I can know their attitudes,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,how they feel about the category,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,their behaviors.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,So if you imagine this kind of blob\Nof big data about a person,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,I'm going to oversimplify the science here
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,but we basically built an algorithm\Nfor statistical tournaments.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,So a statistical tournament\Nis like asking this big thing of data,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,"So, data, from everything\Nyou know about consumers at this point,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,what is the most\Nuseful thing I need to know
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,that tells me more\Nabout what consumers need?
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,So the tournament is going\Nto have winners and losers.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,The winners are those variables,\Nthose dimensions,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,that actually teach you\Na lot about your consumer,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,that if you know that,\Nyou know what they need,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,and there's losing variables\Nthat are just not that practical,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,and this matters because\Nin a world of limited resources,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,you don't want to waste it on people\Nthat actually have the same needs.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,So why treat them differently?
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,So at this point, I know,\Nsuspense is not killing you,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,because I told you what the output is,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,but what we found over time
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,is, after 200 projects around the world,\Nthis is covering 20 countries or more,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,in essence we ran about\Na hundred thousand of these tournaments,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,and, no surprise, gender was very rarely\Nthe most predictive thing
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,to understand consumer needs.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,From a hundred thousand tournaments,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,gender only came out\Nas the winning variable
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,in about five percent of them.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,This is true around the world, by the way.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,We did this in places where\Ntraditional gender roles
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,are little more pronounced,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,and the conclusions were exactly the same.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,It was a little bit more important,\Ngender, than five percent,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,but not material.