[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.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,So let's let that sink in for a second.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,No matter how you're looking\Nat a consumer,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,most likely anything else is going\Nto be more interesting to you than gender.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,There's probably something very important\Nyou need to know about them,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,and you're getting distracted because\Nyou're doing everything based on gender.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,And that's why I say you're leaving\Nmoney on the table.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,Gender is easy.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,It's easy to design advertising\Nbased on gender,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,it's easy to target people online\Nand on TV based on gender.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,But at the end, that's not where\Nthe exciting growth will come from.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,If you're a food company, for example,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,it's actually much more interesting to you
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,to know where people are eating,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,who they are eating with,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,are they very nutritionally oriented.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,All of those things are actually\Nsignificantly more powerful and useful
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,than knowing if a person\Nis a man or a woman.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,And that matters, of course,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,because then if you're putting\Nyour limited budget into action,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,then you're better off creating\Nsolutions for different occasions
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,than trying to target women\Nversus young men.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,Another example if alcoholic beverages.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,Thirty-five percent to 40 percent\Nof consumption in alcoholic beverages
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,around the world actually\Nhappens with women,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,but, you know, "women don't drink beer."
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,Those are the things\Nthat we typically hear.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,But actually, when a man and a woman are,\Nfor the most part, in the same location,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,the emotional and functional needs\Nthey have at that moment
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,are very similar.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,There's only one exception, by the way,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,and the exceptions exist,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,where if you have a man and a woman
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,on a date,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,the man is trying to impress the woman
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,and the woman is trying\Nto connect with the man,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,so there's going to be\Na little bit of tension,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,but that's important to know.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,We'll take a few dates.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,Financial institutions:
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,that's something where we've heard
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,a lot about the difference\Nbetween men and women,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,but actually talking about\Nmen and women as different
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,actually is distracting you\Nfrom the thing that is underneath.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,We made it so simple\Nas "women don't like to invest,"
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,"women hate managing their money,"
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,"men are great and aggressive\Nand risk-takers,"
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,but at the end it's not\Nabout men and women.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,It is actually a different narrative.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,It is about, there are people\Nthat are excited and energized
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,and educated to manage their finances
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,versus people that are not.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,So if you change the conversation
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,from men and women\Nto actually what's underneath
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,then probably you'll stop being\Nso condescending to women
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,and you may start serving some men
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,that are actually shy\Nabout managing their finances.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,I'll leave one more example.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,If I go back to the women\Nthat were playing sport at the beginning,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,one of the fascinating things we found
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,over different countries
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,exploring sportswear
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,that if a person is a competitive person
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,and they are in the moment of action,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,the needs are not different\Nbetween a man and a woman.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,An athlete is an athlete.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,It doesn't matter for men and women,\Nit doesn't matter for old and young,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,you are an athlete,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,and in the moment of action\Nand extreme competition,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,you need this gear to work for you.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,So these soccer-playing women have\Na lot in common with their counterparts.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,Out of the field, it doesn't matter.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,Out of the field, they may be\Ninto fashion, into other things,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,but on the field,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,the needs are not different.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,So these are just a few examples\Non categories where we found
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,that gender was not the best place to go,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,and actually the argument is that
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,at this point it's not even\Na feminist push,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,it's just we got used it.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,We got used to using gender,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,and it's important for us\Nto start finding ways
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,to measure other things about consumers
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,so that we don't revert back to gender.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,I am not naïve,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,and I know there's still\Ngoing to be appetite
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,and certain ease around using gender,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,but at least this warrants conversation.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,In your business, you have to inquire,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,is this really the best lens\Nfor me to grow.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,So, if you are, like me,\Na person that is in business
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,that I am constantly worried\Nabout what is my role
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,in the broader societal discussions,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,if you're listening to your business
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,and you hear things like,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,"Oh, my target are women,\Nmy target are men,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,this goes to young girls, young boys,"
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,when it's that gender conversation,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,unless you are working, again,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,in a very specific,\Ngender-specific product category,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,take this as a warning sign,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,because if you keep\Nhaving these conversations,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,you will keep perpetuating\Nstereotypes of people
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,and making people think\Nthat men and women are different.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,But because this is business,\Nand we're running a business
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,and we want to grow it,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,at least kind of challenge\Nyour own instinct to use gender,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,because statistics say that you're\Nprobably not choosing the best variable
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,to target your product or service.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,Growth is not easy at all.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,What makes you think\Nthat growth is going to come
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,from going into market\Nwith such an outdated lens like gender?
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,So let's stop doing what's easy\Nand go for what's right.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,At this point, it's not just\Nfor your business, it's for society.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,Thank you.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,(Applause)