[Script Info]
Title: 
[Events]
Format: Layer, Start, End, Style, Name, MarginL, MarginR, MarginV, Effect, Text
Dialogue: 0,0:00:01.25,0:00:03.53,Default,,0000,0000,0000,,Like a lot of people around the world,
Dialogue: 0,0:00:03.53,0:00:06.40,Default,,0000,0000,0000,,earlier this summer\Nmy friends and I were obsessed
Dialogue: 0,0:00:06.40,0:00:08.76,Default,,0000,0000,0000,,with the Women's World Cup held in France.
Dialogue: 0,0:00:08.76,0:00:11.65,Default,,0000,0000,0000,,Here we are, watching\Nthese incredible athletes,
Dialogue: 0,0:00:11.65,0:00:15.41,Default,,0000,0000,0000,,the goals were amazing,\Nthe games were clean and engaging,
Dialogue: 0,0:00:15.41,0:00:17.83,Default,,0000,0000,0000,,and at the same time, outside the field,
Dialogue: 0,0:00:17.83,0:00:20.38,Default,,0000,0000,0000,,these women are talking about equal pay,
Dialogue: 0,0:00:20.38,0:00:23.75,Default,,0000,0000,0000,,and in the case of some countries,\Nany pay at all for their sport.
Dialogue: 0,0:00:23.75,0:00:27.31,Default,,0000,0000,0000,,So because we were mildly obsessed,\Nwe wanted to watch the games live,
Dialogue: 0,0:00:27.31,0:00:31.02,Default,,0000,0000,0000,,and we decided that one of\Nthe Spanish-speaking networks in the US
Dialogue: 0,0:00:31.02,0:00:32.81,Default,,0000,0000,0000,,was the best place for us to start,
Dialogue: 0,0:00:32.81,0:00:36.06,Default,,0000,0000,0000,,and it wasn't until a few games\Ninto the tournament
Dialogue: 0,0:00:36.06,0:00:38.70,Default,,0000,0000,0000,,that a friend of mine\Ntalks to me and says,
Dialogue: 0,0:00:38.70,0:00:41.02,Default,,0000,0000,0000,,"Why does it feel like\Neverything I'm seeing
Dialogue: 0,0:00:41.02,0:00:45.02,Default,,0000,0000,0000,,is commercials for makeup and\Nhousehold cleaning products and diets?"
Dialogue: 0,0:00:45.02,0:00:46.97,Default,,0000,0000,0000,,It did feel a little bit too obvious,
Dialogue: 0,0:00:46.97,0:00:49.21,Default,,0000,0000,0000,,and I don't know if\Nwe were sensitive about it
Dialogue: 0,0:00:49.21,0:00:52.36,Default,,0000,0000,0000,,or the fact that we were watching\Nwith men and boys in our lives,
Dialogue: 0,0:00:52.36,0:00:55.81,Default,,0000,0000,0000,,but it did feel a little bit too obvious
Dialogue: 0,0:00:55.81,0:00:57.72,Default,,0000,0000,0000,,that we're being targeted for being women.
Dialogue: 0,0:00:57.72,0:01:01.02,Default,,0000,0000,0000,,And to be honest there's nothing\Nnecessarily wrong with that.
Dialogue: 0,0:01:01.02,0:01:04.82,Default,,0000,0000,0000,,Someone sat down and looked\Nat the tournament and said,
Dialogue: 0,0:01:04.82,0:01:07.53,Default,,0000,0000,0000,,"Well, this thing is likely\Nto be seen by more women,
Dialogue: 0,0:01:07.53,0:01:10.61,Default,,0000,0000,0000,,these women are Hispanic\Nbecause they're watching in Spanish,
Dialogue: 0,0:01:10.61,0:01:11.84,Default,,0000,0000,0000,,and this is women content.
Dialogue: 0,0:01:11.84,0:01:15.37,Default,,0000,0000,0000,,Therefore, this is a great place for me\Nto place all these commercials
Dialogue: 0,0:01:15.37,0:01:18.61,Default,,0000,0000,0000,,that are female-centric\Nand maybe not other things."
Dialogue: 0,0:01:18.61,0:01:20.20,Default,,0000,0000,0000,,If I think about it as a marketer,
Dialogue: 0,0:01:20.20,0:01:23.08,Default,,0000,0000,0000,,I know that I absolutely\Nshould not be annoyed about it,
Dialogue: 0,0:01:23.08,0:01:26.15,Default,,0000,0000,0000,,because this is what marketers\Nare tasked with doing.
Dialogue: 0,0:01:26.15,0:01:29.90,Default,,0000,0000,0000,,Marketers are tasked with building brands\Nwith very limited budget,
Dialogue: 0,0:01:29.90,0:01:32.23,Default,,0000,0000,0000,,so there's a little bit of an incentive
Dialogue: 0,0:01:32.23,0:01:34.48,Default,,0000,0000,0000,,to categorize people in buckets
Dialogue: 0,0:01:34.48,0:01:36.23,Default,,0000,0000,0000,,so they can reach their target faster.
Dialogue: 0,0:01:36.23,0:01:37.72,Default,,0000,0000,0000,,So if you think about this,
Dialogue: 0,0:01:37.72,0:01:39.29,Default,,0000,0000,0000,,it's kind of like a shortcut.
Dialogue: 0,0:01:39.29,0:01:43.39,Default,,0000,0000,0000,,They're using gender as a shortcut\Nto get to their target consumer.
Dialogue: 0,0:01:43.62,0:01:47.62,Default,,0000,0000,0000,,The issue is that as logical\Nas that argument seems,
Dialogue: 0,0:01:47.62,0:01:50.39,Default,,0000,0000,0000,,gender as a shortcut\Nis actually not great.
Dialogue: 0,0:01:50.39,0:01:53.97,Default,,0000,0000,0000,,In this day and age, if you still\Nblindly use a gender view
Dialogue: 0,0:01:53.97,0:01:55.68,Default,,0000,0000,0000,,for your marketing activities,
Dialogue: 0,0:01:55.68,0:01:57.81,Default,,0000,0000,0000,,actually it's just plain bad business.
Dialogue: 0,0:01:57.81,0:02:02.23,Default,,0000,0000,0000,,I'm not talking even about the backlash\Non stereotypes in advertising,
Dialogue: 0,0:02:02.23,0:02:04.82,Default,,0000,0000,0000,,which is a very real thing\Nthat has to be addressed.
Dialogue: 0,0:02:04.82,0:02:08.29,Default,,0000,0000,0000,,I'm saying it's bad business because\Nyou're leaving money on the table
Dialogue: 0,0:02:08.29,0:02:10.14,Default,,0000,0000,0000,,for your brands and your products.
Dialogue: 0,0:02:10.14,0:02:13.83,Default,,0000,0000,0000,,Because gender is such an easy thing\Nto find in the market
Dialogue: 0,0:02:13.83,0:02:15.47,Default,,0000,0000,0000,,and to target and to talk about,
Dialogue: 0,0:02:15.47,0:02:17.85,Default,,0000,0000,0000,,it actually distracts you\Nfrom the fun things
Dialogue: 0,0:02:17.85,0:02:19.88,Default,,0000,0000,0000,,that could be driving growth\Nfrom your brands,
Dialogue: 0,0:02:19.88,0:02:22.00,Default,,0000,0000,0000,,and, at the same time,
Dialogue: 0,0:02:22.00,0:02:24.60,Default,,0000,0000,0000,,it continues to create\Nseparation around genders
Dialogue: 0,0:02:24.60,0:02:25.90,Default,,0000,0000,0000,,and perpetuating stereotypes.
Dialogue: 0,0:02:25.90,0:02:29.06,Default,,0000,0000,0000,,So at the same time this activity\Nis bad for your business
Dialogue: 0,0:02:29.06,0:02:32.08,Default,,0000,0000,0000,,and bad for society, so double whammy.
Dialogue: 0,0:02:32.08,0:02:35.81,Default,,0000,0000,0000,,And gender is one of those things\Nlike other demographics
Dialogue: 0,0:02:35.81,0:02:38.44,Default,,0000,0000,0000,,that have historically been\Ngood marketing shortcuts.
Dialogue: 0,0:02:38.56,0:02:39.97,Default,,0000,0000,0000,,At some point, however,
Dialogue: 0,0:02:39.97,0:02:42.41,Default,,0000,0000,0000,,we forgot that at the core\Nwe were targeting needs
Dialogue: 0,0:02:42.41,0:02:47.07,Default,,0000,0000,0000,,around cooking and cleaning\Nand personal care and driving and sports
Dialogue: 0,0:02:47.07,0:02:51.00,Default,,0000,0000,0000,,and we just made it all a bucket and\Nwe said, "Men and women are different."
Dialogue: 0,0:02:51.00,0:02:53.67,Default,,0000,0000,0000,,We got used to it and\Nwe never challenged it again,
Dialogue: 0,0:02:53.67,0:02:55.33,Default,,0000,0000,0000,,and it's fascinating to me
Dialogue: 0,0:02:55.33,0:02:58.09,Default,,0000,0000,0000,,and by fascinating I mean\Na little bit insane
Dialogue: 0,0:02:58.09,0:03:00.54,Default,,0000,0000,0000,,that we still talk about this as a segment
Dialogue: 0,0:03:00.54,0:03:02.87,Default,,0000,0000,0000,,when it's most likely carryover bias.
Dialogue: 0,0:03:03.62,0:03:06.26,Default,,0000,0000,0000,,In fact, I don't come\Nto this conclusion lightly.
Dialogue: 0,0:03:06.26,0:03:10.31,Default,,0000,0000,0000,,We have enough data to suggest\Nthat gender is not the best place
Dialogue: 0,0:03:10.31,0:03:13.77,Default,,0000,0000,0000,,to start for you to design\Nand target your brands.
Dialogue: 0,0:03:13.77,0:03:15.79,Default,,0000,0000,0000,,And I would even go one step further:
Dialogue: 0,0:03:15.79,0:03:20.32,Default,,0000,0000,0000,,unless you are working in\Na very gender-specific product category,
Dialogue: 0,0:03:20.32,0:03:21.81,Default,,0000,0000,0000,,probably anything else
Dialogue: 0,0:03:21.81,0:03:24.31,Default,,0000,0000,0000,,you're hypothesizing about\Nyour consumer right now
Dialogue: 0,0:03:24.31,0:03:26.74,Default,,0000,0000,0000,,is going to be more useful than gender.
Dialogue: 0,0:03:27.65,0:03:31.08,Default,,0000,0000,0000,,We did not set up to draw\Nthis conclusion specifically.
Dialogue: 0,0:03:31.08,0:03:32.34,Default,,0000,0000,0000,,We found it.
Dialogue: 0,0:03:32.34,0:03:34.87,Default,,0000,0000,0000,,As consultants, our job\Nis to go with our clients
Dialogue: 0,0:03:34.87,0:03:36.27,Default,,0000,0000,0000,,and understand their business
Dialogue: 0,0:03:36.27,0:03:40.01,Default,,0000,0000,0000,,and try to help them find spaces\Nfor their brands to grow,
Dialogue: 0,0:03:40.01,0:03:44.25,Default,,0000,0000,0000,,and it is our belief that if you want\Nto find disruptive growth in the market,
Dialogue: 0,0:03:44.25,0:03:45.96,Default,,0000,0000,0000,,you have to go to the consumer
Dialogue: 0,0:03:45.96,0:03:48.38,Default,,0000,0000,0000,,and take a very agnostic view\Nof the consumer.
Dialogue: 0,0:03:48.38,0:03:50.65,Default,,0000,0000,0000,,You have to go and look\Nat them from scratch,
Dialogue: 0,0:03:50.65,0:03:54.94,Default,,0000,0000,0000,,remove yourself from biases and segments\Nthat you thought were important,
Dialogue: 0,0:03:54.94,0:03:57.72,Default,,0000,0000,0000,,just take a look to see\Nwhere the growth is.
Dialogue: 0,0:03:57.72,0:04:01.00,Default,,0000,0000,0000,,And we built ourselves\Nan algorithm precisely for that.
Dialogue: 0,0:04:01.00,0:04:04.86,Default,,0000,0000,0000,,So imagine that we have a person\Nand we know a person
Dialogue: 0,0:04:04.86,0:04:07.61,Default,,0000,0000,0000,,is making a choice\Nabout a product or service,
Dialogue: 0,0:04:07.61,0:04:10.78,Default,,0000,0000,0000,,and from this person, I can know\Ntheir gender, of course,
Dialogue: 0,0:04:10.78,0:04:13.80,Default,,0000,0000,0000,,other demographics, where they live,\Ntheir income, other things.
Dialogue: 0,0:04:13.80,0:04:17.15,Default,,0000,0000,0000,,I know the context where\Nthis person is making a decision,
Dialogue: 0,0:04:17.15,0:04:19.35,Default,,0000,0000,0000,,where they are, who they're with,
Dialogue: 0,0:04:19.35,0:04:21.00,Default,,0000,0000,0000,,the energy, anything,
Dialogue: 0,0:04:21.00,0:04:23.17,Default,,0000,0000,0000,,and I can also put\Nother things in the mix.
Dialogue: 0,0:04:23.17,0:04:24.67,Default,,0000,0000,0000,,I can know their attitudes,
Dialogue: 0,0:04:24.67,0:04:26.22,Default,,0000,0000,0000,,how they feel about the category,
Dialogue: 0,0:04:26.22,0:04:27.73,Default,,0000,0000,0000,,their behaviors.
Dialogue: 0,0:04:27.73,0:04:31.84,Default,,0000,0000,0000,,So if you imagine this kind of blob\Nof big data about a person,
Dialogue: 0,0:04:31.84,0:04:34.73,Default,,0000,0000,0000,,I'm going to oversimplify the science here
Dialogue: 0,0:04:34.73,0:04:37.94,Default,,0000,0000,0000,,but we basically built an algorithm\Nfor statistical tournaments.
Dialogue: 0,0:04:37.94,0:04:42.18,Default,,0000,0000,0000,,So a statistical tournament\Nis like asking this big thing of data,
Dialogue: 0,0:04:42.18,0:04:46.70,Default,,0000,0000,0000,,"So, data, from everything\Nyou know about consumers at this point,
Dialogue: 0,0:04:46.70,0:04:50.82,Default,,0000,0000,0000,,what is the most\Nuseful thing I need to know
Dialogue: 0,0:04:50.82,0:04:52.77,Default,,0000,0000,0000,,that tells me more\Nabout what consumers need?
Dialogue: 0,0:04:52.77,0:04:54.83,Default,,0000,0000,0000,,So the tournament is going\Nto have winners and losers.
Dialogue: 0,0:04:54.83,0:04:57.81,Default,,0000,0000,0000,,The winners are those variables,\Nthose dimensions,
Dialogue: 0,0:04:57.81,0:04:59.67,Default,,0000,0000,0000,,that actually teach you\Na lot about your consumer,
Dialogue: 0,0:04:59.67,0:05:02.37,Default,,0000,0000,0000,,that if you know that,\Nyou know what they need,
Dialogue: 0,0:05:02.37,0:05:05.21,Default,,0000,0000,0000,,and there's losing variables\Nthat are just not that practical,
Dialogue: 0,0:05:05.21,0:05:08.65,Default,,0000,0000,0000,,and this matters because\Nin a world of limited resources,
Dialogue: 0,0:05:08.65,0:05:12.11,Default,,0000,0000,0000,,you don't want to waste it on people\Nthat actually have the same needs.
Dialogue: 0,0:05:12.11,0:05:14.02,Default,,0000,0000,0000,,So why treat them differently?
Dialogue: 0,0:05:14.02,0:05:16.86,Default,,0000,0000,0000,,So at this point, I know,\Nsuspense is not killing you,
Dialogue: 0,0:05:16.86,0:05:18.45,Default,,0000,0000,0000,,because I told you what the output is,
Dialogue: 0,0:05:18.45,0:05:22.06,Default,,0000,0000,0000,,but what we found over time
Dialogue: 0,0:05:22.06,0:05:25.72,Default,,0000,0000,0000,,is, after 200 projects around the world,\Nthis is covering 20 countries or more,
Dialogue: 0,0:05:25.72,0:05:29.12,Default,,0000,0000,0000,,in essence we ran about\Na hundred thousand of these tournaments,
Dialogue: 0,0:05:29.12,0:05:36.07,Default,,0000,0000,0000,,and, no surprise, gender was very rarely\Nthe most predictive thing
Dialogue: 0,0:05:36.07,0:05:37.40,Default,,0000,0000,0000,,to understand consumer needs.
Dialogue: 0,0:05:37.40,0:05:39.61,Default,,0000,0000,0000,,From a hundred thousand tournaments,
Dialogue: 0,0:05:39.61,0:05:42.29,Default,,0000,0000,0000,,gender only came out\Nas the winning variable
Dialogue: 0,0:05:42.29,0:05:44.12,Default,,0000,0000,0000,,in about five percent of them.
Dialogue: 0,0:05:44.12,0:05:47.00,Default,,0000,0000,0000,,This is true around the world, by the way.
Dialogue: 0,0:05:47.00,0:05:49.83,Default,,0000,0000,0000,,We did this in places where\Ntraditional gender roles
Dialogue: 0,0:05:49.83,0:05:52.25,Default,,0000,0000,0000,,are little more pronounced,
Dialogue: 0,0:05:52.25,0:05:53.20,Default,,0000,0000,0000,,and the conclusions were exactly the same.
Dialogue: 0,0:05:53.20,0:05:55.84,Default,,0000,0000,0000,,It was a little bit more important,\Ngender, than five percent,
Dialogue: 0,0:05:55.84,0:05:57.29,Default,,0000,0000,0000,,but not material.
Dialogue: 0,0:05:57.29,0:05:59.35,Default,,0000,0000,0000,,So let's let that sink in for a second.
Dialogue: 0,0:05:59.35,0:06:01.63,Default,,0000,0000,0000,,No matter how you're looking\Nat a consumer,
Dialogue: 0,0:06:01.63,0:06:06.65,Default,,0000,0000,0000,,most likely anything else is going\Nto be more interesting to you than gender.
Dialogue: 0,0:06:06.65,0:06:09.79,Default,,0000,0000,0000,,There's probably something very important\Nyou need to know about them,
Dialogue: 0,0:06:09.79,0:06:13.57,Default,,0000,0000,0000,,and you're getting distracted because\Nyou're doing everything based on gender.
Dialogue: 0,0:06:13.57,0:06:15.79,Default,,0000,0000,0000,,And that's why I say you're leaving\Nmoney on the table.
Dialogue: 0,0:06:15.79,0:06:16.84,Default,,0000,0000,0000,,Gender is easy.
Dialogue: 0,0:06:16.84,0:06:19.06,Default,,0000,0000,0000,,It's easy to design advertising\Nbased on gender,
Dialogue: 0,0:06:19.06,0:06:21.25,Default,,0000,0000,0000,,it's easy to target people online\Nand on TV based on gender.
Dialogue: 0,0:06:21.25,0:06:21.72,Default,,0000,0000,0000,,But at the end, that's not where\Nthe exciting growth will come from.
Dialogue: 0,0:06:21.72,0:06:28.43,Default,,0000,0000,0000,,If you're a food company, for example,
Dialogue: 0,0:06:28.43,0:06:31.36,Default,,0000,0000,0000,,it's actually much more interesting to you
Dialogue: 0,0:06:31.36,0:06:33.62,Default,,0000,0000,0000,,to know where people are eating,
Dialogue: 0,0:06:33.62,0:06:35.15,Default,,0000,0000,0000,,who they are eating with,
Dialogue: 0,0:06:35.15,0:06:38.47,Default,,0000,0000,0000,,are they very nutritionally oriented.
Dialogue: 0,0:06:38.47,0:06:41.15,Default,,0000,0000,0000,,All of those things are actually\Nsignificantly more powerful and useful
Dialogue: 0,0:06:41.15,0:06:43.43,Default,,0000,0000,0000,,than knowing if a person\Nis a man or a woman.
Dialogue: 0,0:06:43.43,0:06:45.42,Default,,0000,0000,0000,,And that matters, of course,
Dialogue: 0,0:06:45.42,0:06:48.30,Default,,0000,0000,0000,,because then if you're putting\Nyour limited budget into action,
Dialogue: 0,0:06:48.30,0:06:50.91,Default,,0000,0000,0000,,then you're better off creating\Nsolutions for different occasions
Dialogue: 0,0:06:50.91,0:06:54.62,Default,,0000,0000,0000,,than trying to target women\Nversus young men.
Dialogue: 0,0:06:54.62,0:06:57.13,Default,,0000,0000,0000,,Another example if alcoholic beverages.
Dialogue: 0,0:06:57.13,0:06:59.89,Default,,0000,0000,0000,,Thirty-five percent to 40 percent\Nof consumption in alcoholic beverages
Dialogue: 0,0:06:59.89,0:07:02.65,Default,,0000,0000,0000,,around the world actually\Nhappens with women,
Dialogue: 0,0:07:02.65,0:07:04.99,Default,,0000,0000,0000,,but, you know, "women don't drink beer."
Dialogue: 0,0:07:04.99,0:07:07.64,Default,,0000,0000,0000,,Those are the things\Nthat we typically hear.
Dialogue: 0,0:07:07.64,0:07:12.91,Default,,0000,0000,0000,,But actually, when a man and a woman are,\Nfor the most part, in the same location,
Dialogue: 0,0:07:12.91,0:07:15.79,Default,,0000,0000,0000,,the emotional and functional needs\Nthey have at that moment
Dialogue: 0,0:07:15.79,0:07:17.10,Default,,0000,0000,0000,,are very similar.
Dialogue: 0,0:07:17.10,0:07:19.40,Default,,0000,0000,0000,,There's only one exception, by the way,
Dialogue: 0,0:07:19.40,0:07:21.29,Default,,0000,0000,0000,,and the exceptions exist,
Dialogue: 0,0:07:21.29,0:07:23.36,Default,,0000,0000,0000,,where if you have a man and a woman
Dialogue: 0,0:07:23.36,0:07:24.24,Default,,0000,0000,0000,,on a date,
Dialogue: 0,0:07:24.24,0:07:26.88,Default,,0000,0000,0000,,the man is trying to impress the woman
Dialogue: 0,0:07:26.88,0:07:29.19,Default,,0000,0000,0000,,and the woman is trying\Nto connect with the man,
Dialogue: 0,0:07:29.19,0:07:30.85,Default,,0000,0000,0000,,so there's going to be\Na little bit of tension,
Dialogue: 0,0:07:30.85,0:07:33.84,Default,,0000,0000,0000,,but that's important to know.
Dialogue: 0,0:07:33.84,0:07:36.30,Default,,0000,0000,0000,,We'll take a few dates.
Dialogue: 0,0:07:36.30,0:07:36.92,Default,,0000,0000,0000,,Financial institutions:
Dialogue: 0,0:07:36.92,0:07:38.95,Default,,0000,0000,0000,,that's something where we've heard
Dialogue: 0,0:07:38.95,0:07:39.31,Default,,0000,0000,0000,,a lot about the difference\Nbetween men and women,
Dialogue: 0,0:07:39.31,0:07:41.48,Default,,0000,0000,0000,,but actually talking about\Nmen and women as different
Dialogue: 0,0:07:41.48,0:07:44.40,Default,,0000,0000,0000,,actually is distracting you\Nfrom the thing that is underneath.
Dialogue: 0,0:07:44.40,0:07:47.64,Default,,0000,0000,0000,,We made it so simple\Nas "women don't like to invest,"
Dialogue: 0,0:07:47.64,0:07:49.47,Default,,0000,0000,0000,,"women hate managing their money,"
Dialogue: 0,0:07:49.47,0:07:51.74,Default,,0000,0000,0000,,"men are great and aggressive\Nand risk-takers,"
Dialogue: 0,0:07:51.74,0:07:53.73,Default,,0000,0000,0000,,but at the end it's not\Nabout men and women.
Dialogue: 0,0:07:53.73,0:07:55.59,Default,,0000,0000,0000,,It is actually a different narrative.
Dialogue: 0,0:07:55.59,0:07:57.72,Default,,0000,0000,0000,,It is about, there are people\Nthat are excited and energized
Dialogue: 0,0:07:57.72,0:08:01.64,Default,,0000,0000,0000,,and educated to manage their finances
Dialogue: 0,0:08:01.64,0:08:03.14,Default,,0000,0000,0000,,versus people that are not.
Dialogue: 0,0:08:03.14,0:08:04.89,Default,,0000,0000,0000,,So if you change the conversation
Dialogue: 0,0:08:04.89,0:08:07.64,Default,,0000,0000,0000,,from men and women\Nto actually what's underneath
Dialogue: 0,0:08:07.64,0:08:11.04,Default,,0000,0000,0000,,then probably you'll stop being\Nso condescending to women
Dialogue: 0,0:08:11.04,0:08:12.92,Default,,0000,0000,0000,,and you may start serving some men
Dialogue: 0,0:08:12.92,0:08:15.58,Default,,0000,0000,0000,,that are actually shy\Nabout managing their finances.
Dialogue: 0,0:08:15.58,0:08:17.84,Default,,0000,0000,0000,,I'll leave one more example.
Dialogue: 0,0:08:17.84,0:08:20.50,Default,,0000,0000,0000,,If I go back to the women\Nthat were playing sport at the beginning,
Dialogue: 0,0:08:20.50,0:08:22.40,Default,,0000,0000,0000,,one of the fascinating things we found
Dialogue: 0,0:08:22.40,0:08:24.32,Default,,0000,0000,0000,,over different countries
Dialogue: 0,0:08:24.32,0:08:26.36,Default,,0000,0000,0000,,exploring sportswear
Dialogue: 0,0:08:26.36,0:08:28.82,Default,,0000,0000,0000,,that if a person is a competitive person
Dialogue: 0,0:08:28.82,0:08:30.71,Default,,0000,0000,0000,,and they are in the moment of action,
Dialogue: 0,0:08:30.71,0:08:33.59,Default,,0000,0000,0000,,the needs are not different\Nbetween a man and a woman.
Dialogue: 0,0:08:33.59,0:08:35.45,Default,,0000,0000,0000,,An athlete is an athlete.
Dialogue: 0,0:08:35.45,0:08:37.56,Default,,0000,0000,0000,,It doesn't matter for men and women,\Nit doesn't matter for old and young,
Dialogue: 0,0:08:37.56,0:08:39.19,Default,,0000,0000,0000,,you are an athlete,
Dialogue: 0,0:08:39.19,0:08:41.82,Default,,0000,0000,0000,,and in the moment of action\Nand extreme competition,
Dialogue: 0,0:08:41.82,0:08:43.76,Default,,0000,0000,0000,,you need this gear to work for you.
Dialogue: 0,0:08:43.76,0:08:47.28,Default,,0000,0000,0000,,So these soccer-playing women have\Na lot in common with their counterparts.
Dialogue: 0,0:08:47.28,0:08:49.42,Default,,0000,0000,0000,,Out of the field, it doesn't matter.
Dialogue: 0,0:08:49.42,0:08:51.26,Default,,0000,0000,0000,,Out of the field, they may be\Ninto fashion, into other things,
Dialogue: 0,0:08:51.26,0:08:52.79,Default,,0000,0000,0000,,but on the field,
Dialogue: 0,0:08:52.79,0:08:54.82,Default,,0000,0000,0000,,the needs are not different.
Dialogue: 0,0:08:54.82,0:08:58.67,Default,,0000,0000,0000,,So these are just a few examples\Non categories where we found
Dialogue: 0,0:08:58.67,0:09:01.14,Default,,0000,0000,0000,,that gender was not the best place to go,
Dialogue: 0,0:09:01.14,0:09:03.93,Default,,0000,0000,0000,,and actually the argument is that
Dialogue: 0,0:09:03.93,0:09:06.78,Default,,0000,0000,0000,,at this point it's not even\Na feminist push,
Dialogue: 0,0:09:06.78,0:09:07.92,Default,,0000,0000,0000,,it's just we got used it.
Dialogue: 0,0:09:07.92,0:09:09.48,Default,,0000,0000,0000,,We got used to using gender,
Dialogue: 0,0:09:09.48,0:09:12.19,Default,,0000,0000,0000,,and it's important for us\Nto start finding ways
Dialogue: 0,0:09:12.19,0:09:14.92,Default,,0000,0000,0000,,to measure other things about consumers
Dialogue: 0,0:09:14.92,0:09:16.93,Default,,0000,0000,0000,,so that we don't revert back to gender.
Dialogue: 0,0:09:16.93,0:09:19.31,Default,,0000,0000,0000,,I am not naïve,
Dialogue: 0,0:09:19.31,0:09:21.32,Default,,0000,0000,0000,,and I know there's still\Ngoing to be appetite
Dialogue: 0,0:09:21.32,0:09:22.63,Default,,0000,0000,0000,,and certain ease around using gender,
Dialogue: 0,0:09:22.63,0:09:24.30,Default,,0000,0000,0000,,but at least this warrants conversation.
Dialogue: 0,0:09:24.30,0:09:26.42,Default,,0000,0000,0000,,In your business, you have to inquire,
Dialogue: 0,0:09:26.42,0:09:29.04,Default,,0000,0000,0000,,is this really the best lens\Nfor me to grow.
Dialogue: 0,0:09:29.04,0:09:32.92,Default,,0000,0000,0000,,So, if you are, like me,\Na person that is in business
Dialogue: 0,0:09:32.92,0:09:36.81,Default,,0000,0000,0000,,that I am constantly worried\Nabout what is my role
Dialogue: 0,0:09:36.81,0:09:39.64,Default,,0000,0000,0000,,in the broader societal discussions,
Dialogue: 0,0:09:39.64,0:09:42.23,Default,,0000,0000,0000,,if you're listening to your business
Dialogue: 0,0:09:42.23,0:09:43.10,Default,,0000,0000,0000,,and you hear things like,
Dialogue: 0,0:09:43.10,0:09:45.04,Default,,0000,0000,0000,,"Oh, my target are women,\Nmy target are men,
Dialogue: 0,0:09:45.04,0:09:47.91,Default,,0000,0000,0000,,this goes to young girls, young boys,"
Dialogue: 0,0:09:47.91,0:09:49.82,Default,,0000,0000,0000,,when it's that gender conversation,
Dialogue: 0,0:09:49.82,0:09:51.36,Default,,0000,0000,0000,,unless you are working, again,
Dialogue: 0,0:09:51.36,0:09:55.48,Default,,0000,0000,0000,,in a very specific,\Ngender-specific product category,
Dialogue: 0,0:09:55.48,0:09:57.28,Default,,0000,0000,0000,,take this as a warning sign,
Dialogue: 0,0:09:57.28,0:09:59.88,Default,,0000,0000,0000,,because if you keep\Nhaving these conversations,
Dialogue: 0,0:09:59.88,0:10:02.39,Default,,0000,0000,0000,,you will keep perpetuating\Nstereotypes of people
Dialogue: 0,0:10:02.39,0:10:04.88,Default,,0000,0000,0000,,and making people think\Nthat men and women are different.
Dialogue: 0,0:10:04.88,0:10:07.40,Default,,0000,0000,0000,,But because this is business,\Nand we're running a business
Dialogue: 0,0:10:07.40,0:10:08.65,Default,,0000,0000,0000,,and we want to grow it,
Dialogue: 0,0:10:08.65,0:10:11.64,Default,,0000,0000,0000,,at least kind of challenge\Nyour own instinct to use gender,
Dialogue: 0,0:10:11.64,0:10:15.44,Default,,0000,0000,0000,,because statistics say that you're\Nprobably not choosing the best variable
Dialogue: 0,0:10:15.44,0:10:17.45,Default,,0000,0000,0000,,to target your product or service.
Dialogue: 0,0:10:17.45,0:10:19.94,Default,,0000,0000,0000,,Growth is not easy at all.
Dialogue: 0,0:10:19.94,0:10:22.10,Default,,0000,0000,0000,,What makes you think\Nthat growth is going to come
Dialogue: 0,0:10:22.10,0:10:25.14,Default,,0000,0000,0000,,from going into market\Nwith such an outdated lens like gender?
Dialogue: 0,0:10:25.14,0:10:28.28,Default,,0000,0000,0000,,So let's stop doing what's easy\Nand go for what's right.
Dialogue: 0,0:10:28.28,0:10:30.41,Default,,0000,0000,0000,,At this point, it's not just\Nfor your business, it's for society.
Dialogue: 0,0:10:30.41,0:10:32.05,Default,,0000,0000,0000,,Thank you.
Dialogue: 0,0:10:32.05,0:10:33.14,Default,,0000,0000,0000,,(Applause)