[Script Info]
Title: 
[Events]
Format: Layer, Start, End, Style, Name, MarginL, MarginR, MarginV, Effect, Text
Dialogue: 0,0:00:01.60,0:00:03.52,Default,,0000,0000,0000,,Like a lot of people around the world,
Dialogue: 0,0:00:03.54,0:00:06.14,Default,,0000,0000,0000,,earlier this summer\Nmy friends and I were obsessed
Dialogue: 0,0:00:06.17,0:00:08.64,Default,,0000,0000,0000,,with the Women's World Cup held in France.
Dialogue: 0,0:00:08.67,0:00:11.52,Default,,0000,0000,0000,,Here we are, watching\Nthese incredible athletes,
Dialogue: 0,0:00:11.54,0:00:15.10,Default,,0000,0000,0000,,the goals were amazing,\Nthe games were clean and engaging,
Dialogue: 0,0:00:15.12,0:00:17.89,Default,,0000,0000,0000,,and at the same time, outside the field,
Dialogue: 0,0:00:17.92,0:00:19.89,Default,,0000,0000,0000,,these women are talking about equal pay,
Dialogue: 0,0:00:19.92,0:00:23.52,Default,,0000,0000,0000,,and in the case of some countries,\Nany pay at all for their sport.
Dialogue: 0,0:00:23.54,0:00:27.06,Default,,0000,0000,0000,,So because we were mildly obsessed,\Nwe wanted to watch the games live,
Dialogue: 0,0:00:27.08,0:00:30.85,Default,,0000,0000,0000,,and we decided that one of\Nthe Spanish-speaking networks in the US
Dialogue: 0,0:00:30.88,0:00:32.89,Default,,0000,0000,0000,,was the best place for us to start.
Dialogue: 0,0:00:32.92,0:00:35.85,Default,,0000,0000,0000,,And it wasn't until a few games\Ninto the tournament
Dialogue: 0,0:00:35.88,0:00:38.39,Default,,0000,0000,0000,,that a friend of mine\Ntalks to me and says,
Dialogue: 0,0:00:38.42,0:00:40.56,Default,,0000,0000,0000,,"Why does it feel\Nlike everything I'm seeing
Dialogue: 0,0:00:40.58,0:00:43.83,Default,,0000,0000,0000,,is commercials for makeup and\Nhousehold cleaning products and diets?"
Dialogue: 0,0:00:44.92,0:00:46.77,Default,,0000,0000,0000,,It did feel a little bit too obvious,
Dialogue: 0,0:00:46.79,0:00:49.02,Default,,0000,0000,0000,,and I don't know if\Nwe were sensitive about it
Dialogue: 0,0:00:49.04,0:00:52.18,Default,,0000,0000,0000,,or the fact that we were watching\Nwith men and boys in our lives,
Dialogue: 0,0:00:52.21,0:00:54.18,Default,,0000,0000,0000,,but it did feel a little bit too obvious
Dialogue: 0,0:00:54.21,0:00:57.23,Default,,0000,0000,0000,,that we're being targeted for being women.
Dialogue: 0,0:00:57.25,0:01:00.81,Default,,0000,0000,0000,,And to be honest there's nothing\Nnecessarily wrong with that.
Dialogue: 0,0:01:00.83,0:01:04.02,Default,,0000,0000,0000,,Someone sat down and looked\Nat the tournament and said,
Dialogue: 0,0:01:04.04,0:01:07.68,Default,,0000,0000,0000,,"Well, this thing is likely\Nto be seen by more women,
Dialogue: 0,0:01:07.71,0:01:10.60,Default,,0000,0000,0000,,these women are Hispanic\Nbecause they're watching in Spanish,
Dialogue: 0,0:01:10.62,0:01:11.89,Default,,0000,0000,0000,,and this is women content.
Dialogue: 0,0:01:11.92,0:01:15.27,Default,,0000,0000,0000,,Therefore, this is a great place\Nfor me to place all these commercials
Dialogue: 0,0:01:15.29,0:01:18.39,Default,,0000,0000,0000,,that are female-centric\Nand maybe not other things."
Dialogue: 0,0:01:18.42,0:01:20.10,Default,,0000,0000,0000,,If I think about it as a marketer,
Dialogue: 0,0:01:20.12,0:01:22.77,Default,,0000,0000,0000,,I know that I absolutely\Nshould not be annoyed about it,
Dialogue: 0,0:01:22.79,0:01:26.06,Default,,0000,0000,0000,,because this is what marketers\Nare tasked with doing.
Dialogue: 0,0:01:26.08,0:01:29.73,Default,,0000,0000,0000,,Marketers are tasked with building brands\Nwith very limited budget,
Dialogue: 0,0:01:29.75,0:01:32.18,Default,,0000,0000,0000,,so there's a little bit of an incentive
Dialogue: 0,0:01:32.21,0:01:34.18,Default,,0000,0000,0000,,to categorize people in buckets
Dialogue: 0,0:01:34.21,0:01:36.06,Default,,0000,0000,0000,,so they can reach their target faster.
Dialogue: 0,0:01:36.08,0:01:37.43,Default,,0000,0000,0000,,So if you think about this,
Dialogue: 0,0:01:37.46,0:01:38.93,Default,,0000,0000,0000,,it's kind of like a shortcut.
Dialogue: 0,0:01:38.96,0:01:42.17,Default,,0000,0000,0000,,They're using gender as a shortcut\Nto get to their target consumer.
Dialogue: 0,0:01:43.29,0:01:47.23,Default,,0000,0000,0000,,The issue is that as logical\Nas that argument seems,
Dialogue: 0,0:01:47.25,0:01:50.56,Default,,0000,0000,0000,,gender as a shortcut\Nis actually not great.
Dialogue: 0,0:01:50.58,0:01:53.81,Default,,0000,0000,0000,,In this day and age,\Nif you still blindly use a gender view
Dialogue: 0,0:01:53.83,0:01:55.39,Default,,0000,0000,0000,,for your marketing activities,
Dialogue: 0,0:01:55.42,0:01:57.54,Default,,0000,0000,0000,,actually it's just plain bad business.
Dialogue: 0,0:01:58.33,0:02:01.89,Default,,0000,0000,0000,,I'm not talking even about the backlash\Non stereotypes in advertising,
Dialogue: 0,0:02:01.92,0:02:05.10,Default,,0000,0000,0000,,which is a very real thing\Nthat has to be addressed.
Dialogue: 0,0:02:05.12,0:02:08.43,Default,,0000,0000,0000,,I'm saying it's bad business because\Nyou're leaving money on the table
Dialogue: 0,0:02:08.46,0:02:10.23,Default,,0000,0000,0000,,for your brands and your products.
Dialogue: 0,0:02:10.25,0:02:13.35,Default,,0000,0000,0000,,Because gender is such an easy thing\Nto find in the market
Dialogue: 0,0:02:13.38,0:02:15.27,Default,,0000,0000,0000,,and to target and to talk about,
Dialogue: 0,0:02:15.29,0:02:17.60,Default,,0000,0000,0000,,it actually distracts you\Nfrom the fun things
Dialogue: 0,0:02:17.62,0:02:19.85,Default,,0000,0000,0000,,that could be driving growth\Nfrom your brands,
Dialogue: 0,0:02:19.88,0:02:21.18,Default,,0000,0000,0000,,and, at the same time,
Dialogue: 0,0:02:21.21,0:02:23.85,Default,,0000,0000,0000,,it continues to create\Nseparation around genders
Dialogue: 0,0:02:23.88,0:02:25.64,Default,,0000,0000,0000,,and perpetuate stereotypes.
Dialogue: 0,0:02:25.67,0:02:28.85,Default,,0000,0000,0000,,So at the same time\Nthis activity is bad for your business
Dialogue: 0,0:02:28.88,0:02:31.12,Default,,0000,0000,0000,,and bad for society, so double whammy.
Dialogue: 0,0:02:31.88,0:02:35.39,Default,,0000,0000,0000,,And gender is one of those things\Nlike other demographics
Dialogue: 0,0:02:35.42,0:02:38.10,Default,,0000,0000,0000,,that have historically been\Ngood marketing shortcuts.
Dialogue: 0,0:02:38.12,0:02:39.73,Default,,0000,0000,0000,,At some point, however,
Dialogue: 0,0:02:39.75,0:02:42.23,Default,,0000,0000,0000,,we forgot that at the core\Nwe were targeting needs
Dialogue: 0,0:02:42.25,0:02:46.98,Default,,0000,0000,0000,,around cooking and cleaning\Nand personal care and driving and sports
Dialogue: 0,0:02:47.00,0:02:48.73,Default,,0000,0000,0000,,and we just made it all a bucket
Dialogue: 0,0:02:48.75,0:02:50.85,Default,,0000,0000,0000,,and we said, "Men and women\Nare different."
Dialogue: 0,0:02:50.88,0:02:53.48,Default,,0000,0000,0000,,We got used to it and\Nwe never challenged it again,
Dialogue: 0,0:02:53.50,0:02:55.10,Default,,0000,0000,0000,,and it's fascinating to me
Dialogue: 0,0:02:55.12,0:02:57.85,Default,,0000,0000,0000,,and by fascinating I mean\Na little bit insane
Dialogue: 0,0:02:57.88,0:03:00.39,Default,,0000,0000,0000,,that we still talk about this as a segment
Dialogue: 0,0:03:00.42,0:03:03.60,Default,,0000,0000,0000,,when it's most likely carryover bias.
Dialogue: 0,0:03:03.62,0:03:06.43,Default,,0000,0000,0000,,In fact, I don't come\Nto this conclusion lightly.
Dialogue: 0,0:03:06.46,0:03:10.23,Default,,0000,0000,0000,,We have enough data to suggest\Nthat gender is not the best place
Dialogue: 0,0:03:10.25,0:03:13.68,Default,,0000,0000,0000,,to start for you to design\Nand target your brands.
Dialogue: 0,0:03:13.71,0:03:15.73,Default,,0000,0000,0000,,And I would even go one step further:
Dialogue: 0,0:03:15.75,0:03:20.23,Default,,0000,0000,0000,,unless you are working in\Na very gender-specific product category,
Dialogue: 0,0:03:20.25,0:03:21.56,Default,,0000,0000,0000,,probably anything else
Dialogue: 0,0:03:21.58,0:03:24.14,Default,,0000,0000,0000,,you're hypothesizing\Nabout your consumer right now
Dialogue: 0,0:03:24.17,0:03:26.08,Default,,0000,0000,0000,,is going to be more useful than gender.
Dialogue: 0,0:03:27.92,0:03:30.85,Default,,0000,0000,0000,,We did not set up to draw\Nthis conclusion specifically.
Dialogue: 0,0:03:30.88,0:03:32.14,Default,,0000,0000,0000,,We found it.
Dialogue: 0,0:03:32.17,0:03:34.64,Default,,0000,0000,0000,,As consultants, our job\Nis to go with our clients
Dialogue: 0,0:03:34.67,0:03:36.14,Default,,0000,0000,0000,,and understand their business
Dialogue: 0,0:03:36.17,0:03:39.68,Default,,0000,0000,0000,,and try to help them find spaces\Nfor their brands to grow,
Dialogue: 0,0:03:39.71,0:03:44.06,Default,,0000,0000,0000,,and it is our belief that if you want\Nto find disruptive growth in the market,
Dialogue: 0,0:03:44.08,0:03:45.85,Default,,0000,0000,0000,,you have to go to the consumer
Dialogue: 0,0:03:45.88,0:03:48.10,Default,,0000,0000,0000,,and take a very agnostic view\Nof the consumer.
Dialogue: 0,0:03:48.12,0:03:50.39,Default,,0000,0000,0000,,You have to go and look\Nat them from scratch,
Dialogue: 0,0:03:50.42,0:03:54.81,Default,,0000,0000,0000,,remove yourself from biases and segments\Nthat you thought were important,
Dialogue: 0,0:03:54.83,0:03:57.81,Default,,0000,0000,0000,,just take a look to see\Nwhere the growth is.
Dialogue: 0,0:03:57.83,0:04:00.77,Default,,0000,0000,0000,,And we built ourselves\Nan algorithm precisely for that.
Dialogue: 0,0:04:00.79,0:04:03.35,Default,,0000,0000,0000,,So imagine that we have a person
Dialogue: 0,0:04:03.38,0:04:05.64,Default,,0000,0000,0000,,and we know a person is making a choice
Dialogue: 0,0:04:05.67,0:04:07.60,Default,,0000,0000,0000,,about a product or service,
Dialogue: 0,0:04:07.62,0:04:10.68,Default,,0000,0000,0000,,and from this person,\NI can know their gender, of course,
Dialogue: 0,0:04:10.71,0:04:13.93,Default,,0000,0000,0000,,other demographics, where they live,\Ntheir income, other things.
Dialogue: 0,0:04:13.96,0:04:17.14,Default,,0000,0000,0000,,I know the context where\Nthis person is making a decision,
Dialogue: 0,0:04:17.17,0:04:19.18,Default,,0000,0000,0000,,where they are, who they're with,
Dialogue: 0,0:04:19.21,0:04:21.02,Default,,0000,0000,0000,,the energy, anything,
Dialogue: 0,0:04:21.04,0:04:23.10,Default,,0000,0000,0000,,and I can also put\Nother things in the mix.
Dialogue: 0,0:04:23.12,0:04:24.48,Default,,0000,0000,0000,,I can know their attitudes,
Dialogue: 0,0:04:24.50,0:04:26.14,Default,,0000,0000,0000,,how they feel about the category,
Dialogue: 0,0:04:26.17,0:04:27.56,Default,,0000,0000,0000,,their behaviors.
Dialogue: 0,0:04:27.58,0:04:32.18,Default,,0000,0000,0000,,So if you imagine this kind of blob\Nof big data about a person,
Dialogue: 0,0:04:32.21,0:04:34.27,Default,,0000,0000,0000,,I'm going to oversimplify the science here
Dialogue: 0,0:04:34.29,0:04:37.68,Default,,0000,0000,0000,,but we basically built an algorithm\Nfor statistical tournaments.
Dialogue: 0,0:04:37.71,0:04:42.14,Default,,0000,0000,0000,,So a statistical tournament\Nis like asking this big thing of data,
Dialogue: 0,0:04:42.17,0:04:46.77,Default,,0000,0000,0000,,"So, data, from everything\Nyou know about consumers at this point,
Dialogue: 0,0:04:46.79,0:04:49.48,Default,,0000,0000,0000,,what is the most\Nuseful thing I need to know
Dialogue: 0,0:04:49.50,0:04:52.52,Default,,0000,0000,0000,,that tells me more\Nabout what consumers need?
Dialogue: 0,0:04:52.54,0:04:55.10,Default,,0000,0000,0000,,So the tournament is going\Nto have winners and losers.
Dialogue: 0,0:04:55.12,0:04:57.52,Default,,0000,0000,0000,,The winners are those variables,\Nthose dimensions,
Dialogue: 0,0:04:57.54,0:04:59.89,Default,,0000,0000,0000,,that actually teach you a lot\Nabout your consumer,
Dialogue: 0,0:04:59.92,0:05:02.18,Default,,0000,0000,0000,,that if you know that,\Nyou know what they need.
Dialogue: 0,0:05:02.21,0:05:05.18,Default,,0000,0000,0000,,And there's losing variables\Nthat are just not that practical,
Dialogue: 0,0:05:05.21,0:05:08.39,Default,,0000,0000,0000,,and this matters because\Nin a world of limited resources,
Dialogue: 0,0:05:08.42,0:05:11.81,Default,,0000,0000,0000,,you don't want to waste it on people\Nthat actually have the same needs.
Dialogue: 0,0:05:11.83,0:05:13.89,Default,,0000,0000,0000,,So why treat them differently?
Dialogue: 0,0:05:13.92,0:05:16.52,Default,,0000,0000,0000,,So at this point, I know,\Nsuspense is not killing you,
Dialogue: 0,0:05:16.54,0:05:18.43,Default,,0000,0000,0000,,because I told you what the output is,
Dialogue: 0,0:05:18.46,0:05:20.89,Default,,0000,0000,0000,,but what we found over time
Dialogue: 0,0:05:20.92,0:05:25.43,Default,,0000,0000,0000,,is, after 200 projects around the world --\Nthis is covering 20 countries or more --
Dialogue: 0,0:05:25.46,0:05:29.31,Default,,0000,0000,0000,,in essence we ran about\Na hundred thousand of these tournaments,
Dialogue: 0,0:05:29.33,0:05:34.39,Default,,0000,0000,0000,,and, no surprise, gender was very rarely\Nthe most predictive thing
Dialogue: 0,0:05:34.42,0:05:36.17,Default,,0000,0000,0000,,to understand consumer needs.
Dialogue: 0,0:05:37.29,0:05:39.18,Default,,0000,0000,0000,,From a hundred thousand tournaments,
Dialogue: 0,0:05:39.21,0:05:41.60,Default,,0000,0000,0000,,gender only came out\Nas the winning variable
Dialogue: 0,0:05:41.62,0:05:43.12,Default,,0000,0000,0000,,in about five percent of them.
Dialogue: 0,0:05:43.96,0:05:46.02,Default,,0000,0000,0000,,This is true around the world, by the way.
Dialogue: 0,0:05:46.04,0:05:48.56,Default,,0000,0000,0000,,We did this in places\Nwhere traditional gender roles
Dialogue: 0,0:05:48.58,0:05:50.93,Default,,0000,0000,0000,,are a little more pronounced,
Dialogue: 0,0:05:50.96,0:05:53.02,Default,,0000,0000,0000,,and the conclusions were exactly the same.
Dialogue: 0,0:05:53.04,0:05:55.98,Default,,0000,0000,0000,,It was a little bit more important,\Ngender, than five percent,
Dialogue: 0,0:05:56.00,0:05:57.27,Default,,0000,0000,0000,,but not material.
Dialogue: 0,0:05:57.29,0:05:59.48,Default,,0000,0000,0000,,So let's let that sink in for a second.
Dialogue: 0,0:05:59.50,0:06:01.85,Default,,0000,0000,0000,,No matter how you're looking\Nat a consumer,
Dialogue: 0,0:06:01.88,0:06:06.23,Default,,0000,0000,0000,,most likely anything else is going\Nto be more interesting to you than gender.
Dialogue: 0,0:06:06.25,0:06:09.64,Default,,0000,0000,0000,,There's probably something very important\Nyou need to know about them,
Dialogue: 0,0:06:09.67,0:06:13.35,Default,,0000,0000,0000,,and you're getting distracted because\Nyou're doing everything based on gender.
Dialogue: 0,0:06:13.38,0:06:15.98,Default,,0000,0000,0000,,And that's why I say you're leaving\Nmoney on the table.
Dialogue: 0,0:06:16.00,0:06:19.06,Default,,0000,0000,0000,,Gender is easy. It's easy to design\Nadvertising based on gender,
Dialogue: 0,0:06:19.08,0:06:23.48,Default,,0000,0000,0000,,it's easy to target people online\Nand on TV based on gender.
Dialogue: 0,0:06:23.50,0:06:26.85,Default,,0000,0000,0000,,But at the end, that's not where\Nthe exciting growth will come from.
Dialogue: 0,0:06:26.88,0:06:31.10,Default,,0000,0000,0000,,If you're a food company, for example,\Nit's actually much more interesting to you
Dialogue: 0,0:06:31.12,0:06:34.73,Default,,0000,0000,0000,,to know where people are eating,\Nwho they are eating with,
Dialogue: 0,0:06:34.75,0:06:37.18,Default,,0000,0000,0000,,are they very nutritionally oriented.
Dialogue: 0,0:06:37.21,0:06:40.93,Default,,0000,0000,0000,,All of those things are actually\Nsignificantly more powerful and useful
Dialogue: 0,0:06:40.96,0:06:43.39,Default,,0000,0000,0000,,than knowing if a person\Nis a man or a woman.
Dialogue: 0,0:06:43.42,0:06:44.81,Default,,0000,0000,0000,,And that matters, of course,
Dialogue: 0,0:06:44.83,0:06:48.10,Default,,0000,0000,0000,,because then if you're putting\Nyour limited budget into action,
Dialogue: 0,0:06:48.12,0:06:51.18,Default,,0000,0000,0000,,then you're better off creating\Nsolutions for different occasions
Dialogue: 0,0:06:51.21,0:06:53.38,Default,,0000,0000,0000,,than trying to target women\Nversus young men.
Dialogue: 0,0:06:54.92,0:06:57.23,Default,,0000,0000,0000,,Another example is alcoholic beverages.
Dialogue: 0,0:06:57.25,0:07:00.60,Default,,0000,0000,0000,,Thirty-five percent to 40 percent\Nof consumption in alcoholic beverages
Dialogue: 0,0:07:00.62,0:07:02.77,Default,,0000,0000,0000,,around the world\Nactually happens with women,
Dialogue: 0,0:07:02.79,0:07:04.77,Default,,0000,0000,0000,,but, you know, "women don't drink beer."
Dialogue: 0,0:07:04.79,0:07:07.58,Default,,0000,0000,0000,,Those are the things\Nthat we typically hear.
Dialogue: 0,0:07:08.58,0:07:12.60,Default,,0000,0000,0000,,But actually, when a man and a woman are,\Nfor the most part, in the same location,
Dialogue: 0,0:07:12.62,0:07:15.56,Default,,0000,0000,0000,,the emotional and functional needs\Nthey have at that moment
Dialogue: 0,0:07:15.58,0:07:17.14,Default,,0000,0000,0000,,are very similar.
Dialogue: 0,0:07:17.17,0:07:19.27,Default,,0000,0000,0000,,There's only one exception, by the way,
Dialogue: 0,0:07:19.29,0:07:21.06,Default,,0000,0000,0000,,and the exceptions exist,
Dialogue: 0,0:07:21.08,0:07:22.81,Default,,0000,0000,0000,,where if you have a man and a woman
Dialogue: 0,0:07:22.83,0:07:24.14,Default,,0000,0000,0000,,on a date,
Dialogue: 0,0:07:24.17,0:07:26.52,Default,,0000,0000,0000,,the man is trying to impress the woman
Dialogue: 0,0:07:26.54,0:07:28.85,Default,,0000,0000,0000,,and the woman is trying\Nto connect with the man,
Dialogue: 0,0:07:28.88,0:07:31.10,Default,,0000,0000,0000,,so there's going to be\Na little bit of tension,
Dialogue: 0,0:07:31.12,0:07:32.60,Default,,0000,0000,0000,,but that's important to know.
Dialogue: 0,0:07:32.62,0:07:33.89,Default,,0000,0000,0000,,We'll take a few dates.
Dialogue: 0,0:07:33.92,0:07:36.98,Default,,0000,0000,0000,,Financial institutions:\Nthat's something where we've heard a lot
Dialogue: 0,0:07:37.00,0:07:39.06,Default,,0000,0000,0000,,about the difference\Nbetween men and women,
Dialogue: 0,0:07:39.08,0:07:41.60,Default,,0000,0000,0000,,but actually talking about\Nmen and women as different
Dialogue: 0,0:07:41.62,0:07:44.23,Default,,0000,0000,0000,,is distracting you\Nfrom the thing that is underneath.
Dialogue: 0,0:07:44.25,0:07:47.48,Default,,0000,0000,0000,,We made it so simple\Nas "women don't like to invest,"
Dialogue: 0,0:07:47.50,0:07:49.18,Default,,0000,0000,0000,,"women hate managing their money,"
Dialogue: 0,0:07:49.21,0:07:51.60,Default,,0000,0000,0000,,"men are great and aggressive\Nand risk-takers,"
Dialogue: 0,0:07:51.62,0:07:53.77,Default,,0000,0000,0000,,but at the end it's not\Nabout men and women.
Dialogue: 0,0:07:53.79,0:07:55.60,Default,,0000,0000,0000,,It is actually a different narrative.
Dialogue: 0,0:07:55.62,0:07:58.89,Default,,0000,0000,0000,,It is about, there are people\Nthat are excited and energized
Dialogue: 0,0:07:58.92,0:08:01.48,Default,,0000,0000,0000,,and educated to manage their finances
Dialogue: 0,0:08:01.50,0:08:02.93,Default,,0000,0000,0000,,versus people that are not.
Dialogue: 0,0:08:02.96,0:08:04.68,Default,,0000,0000,0000,,So if you change the conversation
Dialogue: 0,0:08:04.71,0:08:07.52,Default,,0000,0000,0000,,from men and women\Nto actually what's underneath
Dialogue: 0,0:08:07.54,0:08:10.85,Default,,0000,0000,0000,,then probably you'll stop being\Nso condescending to women
Dialogue: 0,0:08:10.88,0:08:12.56,Default,,0000,0000,0000,,and you may start serving some men
Dialogue: 0,0:08:12.58,0:08:15.64,Default,,0000,0000,0000,,that are actually shy\Nabout managing their finances.
Dialogue: 0,0:08:15.67,0:08:17.27,Default,,0000,0000,0000,,I'll leave one more example.
Dialogue: 0,0:08:17.29,0:08:20.48,Default,,0000,0000,0000,,If I go back to the women\Nthat were playing sport at the beginning,
Dialogue: 0,0:08:20.50,0:08:24.10,Default,,0000,0000,0000,,one of the fascinating things we found\Nover different countries,
Dialogue: 0,0:08:24.12,0:08:26.43,Default,,0000,0000,0000,,exploring sportswear,
Dialogue: 0,0:08:26.46,0:08:28.52,Default,,0000,0000,0000,,that if a person is a competitive person
Dialogue: 0,0:08:28.54,0:08:30.77,Default,,0000,0000,0000,,and they are in the moment of action,
Dialogue: 0,0:08:30.79,0:08:33.39,Default,,0000,0000,0000,,the needs are not different\Nbetween a man and a woman.
Dialogue: 0,0:08:33.42,0:08:34.73,Default,,0000,0000,0000,,An athlete is an athlete.
Dialogue: 0,0:08:34.75,0:08:38.18,Default,,0000,0000,0000,,It doesn't matter for men and women,\Nit doesn't matter for old and young,
Dialogue: 0,0:08:38.21,0:08:39.48,Default,,0000,0000,0000,,you are an athlete,
Dialogue: 0,0:08:39.50,0:08:41.98,Default,,0000,0000,0000,,and in the moment of action\Nand extreme competition,
Dialogue: 0,0:08:42.00,0:08:43.73,Default,,0000,0000,0000,,you need this gear to work for you.
Dialogue: 0,0:08:43.75,0:08:47.31,Default,,0000,0000,0000,,So these soccer-playing women have\Na lot in common with their counterparts.
Dialogue: 0,0:08:47.33,0:08:49.14,Default,,0000,0000,0000,,Out of the field, it doesn't matter.
Dialogue: 0,0:08:49.17,0:08:52.10,Default,,0000,0000,0000,,Out of the field, they may be\Ninto fashion, into other things,
Dialogue: 0,0:08:52.12,0:08:54.68,Default,,0000,0000,0000,,but on the field,\Nthe needs are not different.
Dialogue: 0,0:08:54.71,0:08:58.43,Default,,0000,0000,0000,,So these are just a few examples\Non categories where we found
Dialogue: 0,0:08:58.46,0:09:01.23,Default,,0000,0000,0000,,that gender was not the best place to go,
Dialogue: 0,0:09:01.25,0:09:03.56,Default,,0000,0000,0000,,and actually the argument is
Dialogue: 0,0:09:03.58,0:09:05.93,Default,,0000,0000,0000,,that at this point\Nit's not even a feminist push,
Dialogue: 0,0:09:05.96,0:09:07.43,Default,,0000,0000,0000,,it's just we got used it.
Dialogue: 0,0:09:07.46,0:09:08.85,Default,,0000,0000,0000,,We got used to using gender,
Dialogue: 0,0:09:08.88,0:09:12.02,Default,,0000,0000,0000,,and it's important for us\Nto start finding ways
Dialogue: 0,0:09:12.04,0:09:14.23,Default,,0000,0000,0000,,to measure other things about consumers
Dialogue: 0,0:09:14.25,0:09:16.68,Default,,0000,0000,0000,,so that we don't revert back to gender.
Dialogue: 0,0:09:16.71,0:09:18.02,Default,,0000,0000,0000,,I am not naïve,
Dialogue: 0,0:09:18.04,0:09:20.23,Default,,0000,0000,0000,,and I know there's still\Ngoing to be appetite
Dialogue: 0,0:09:20.25,0:09:22.10,Default,,0000,0000,0000,,and certain ease around using gender,
Dialogue: 0,0:09:22.12,0:09:24.18,Default,,0000,0000,0000,,but at least this warrants a conversation.
Dialogue: 0,0:09:24.21,0:09:26.10,Default,,0000,0000,0000,,In your business, you have to inquire,
Dialogue: 0,0:09:26.12,0:09:29.10,Default,,0000,0000,0000,,is this really the best lens\Nfor me to grow.
Dialogue: 0,0:09:29.12,0:09:32.64,Default,,0000,0000,0000,,So, if you are, like me,\Na person that is in business,
Dialogue: 0,0:09:32.67,0:09:36.64,Default,,0000,0000,0000,,that I am constantly worried\Nabout what is my role
Dialogue: 0,0:09:36.67,0:09:39.73,Default,,0000,0000,0000,,in the broader societal discussions,
Dialogue: 0,0:09:39.75,0:09:42.73,Default,,0000,0000,0000,,if you're listening to your business\Nand you hear things like,
Dialogue: 0,0:09:42.75,0:09:44.89,Default,,0000,0000,0000,,"Oh, my target are women,\Nmy target are men,
Dialogue: 0,0:09:44.92,0:09:47.60,Default,,0000,0000,0000,,this goes to young girls, young boys,"
Dialogue: 0,0:09:47.62,0:09:49.52,Default,,0000,0000,0000,,when it's that gender conversation,
Dialogue: 0,0:09:49.54,0:09:51.06,Default,,0000,0000,0000,,unless you are working, again,
Dialogue: 0,0:09:51.08,0:09:55.23,Default,,0000,0000,0000,,in a very specific,\Ngender-specific product category,
Dialogue: 0,0:09:55.25,0:09:56.73,Default,,0000,0000,0000,,take this as a warning sign,
Dialogue: 0,0:09:56.75,0:09:59.60,Default,,0000,0000,0000,,because if you keep\Nhaving these conversations,
Dialogue: 0,0:09:59.62,0:10:02.14,Default,,0000,0000,0000,,you will keep perpetuating\Nstereotypes of people
Dialogue: 0,0:10:02.17,0:10:04.85,Default,,0000,0000,0000,,and making people think\Nthat men and women are different.
Dialogue: 0,0:10:04.88,0:10:07.68,Default,,0000,0000,0000,,But because this is business,\Nand we're running a business,
Dialogue: 0,0:10:07.71,0:10:09.02,Default,,0000,0000,0000,,and we want to grow it,
Dialogue: 0,0:10:09.04,0:10:11.85,Default,,0000,0000,0000,,at least kind of challenge\Nyour own instinct to use gender,
Dialogue: 0,0:10:11.88,0:10:15.39,Default,,0000,0000,0000,,because statistics say that you're\Nprobably not choosing the best variable
Dialogue: 0,0:10:15.42,0:10:17.31,Default,,0000,0000,0000,,to target your product or service.
Dialogue: 0,0:10:17.33,0:10:19.56,Default,,0000,0000,0000,,Growth is not easy at all.
Dialogue: 0,0:10:19.58,0:10:21.93,Default,,0000,0000,0000,,What makes you think\Nthat growth is going to come
Dialogue: 0,0:10:21.96,0:10:25.35,Default,,0000,0000,0000,,from going into market\Nwith such an outdated lens like gender?
Dialogue: 0,0:10:25.38,0:10:28.06,Default,,0000,0000,0000,,So let's stop doing what's easy\Nand go for what's right.
Dialogue: 0,0:10:28.08,0:10:31.60,Default,,0000,0000,0000,,At this point, it's not just\Nfor your business, it's for society.
Dialogue: 0,0:10:31.62,0:10:33.02,Default,,0000,0000,0000,,Thank you.
Dialogue: 0,0:10:33.04,0:10:36.04,Default,,0000,0000,0000,,(Applause)