演講MP3+雙語文稿:為什么基于性別的營銷對企業(yè)不利？

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【演講人及介紹】Gaby Barrios

加比?巴里奧斯，波士頓咨詢集團(tuán)(BCG)的營銷專家，致力于了解世界各地各行業(yè)的消費者

【演講主題】為什么基于性別的營銷對企業(yè)不利

【演講文稿-中英文】

翻譯者 Jiasi Hao 校對 Yinchun Rui

00:01

Like a lot of people around the world, earlier this summer my friends and I were obsessed with the Women's World Cup held in France. Here we are, watching these incredible athletes, the goals were amazing, the games were clean and engaging, and at the same time, outside the field, these women are talking about equal pay, and in the case of some countries, any pay at all for their sport. So because we were mildly obsessed, we wanted to watch the games live, and we decided that one of the Spanish-speaking networks in the US was the best place for us to start. And it wasn't until a few games into the tournament that a friend of mine talks to me and says, "Why does it feel like everything I'm seeing is commercials for makeup and household cleaning products and diets?"

就和世界上的很多人一樣，這個初夏，我和朋友們著迷于法國舉辦的女子世界杯足球賽。我們觀看著這些驚人的運動員，每一粒入球都非常出色，比賽也很公平且令人著迷，但同時，在賽場外，那些女性們在談?wù)撝降刃匠?，甚至在有些國家，從事運動完全是義務(wù)的。我們對比賽很感興趣，所以就想看直播，之后我們決定在我們認(rèn)為美國最好的一個西班牙語解說網(wǎng)絡(luò)平臺上觀看。直到前幾場比賽結(jié)束后，我的一個朋友和我說：“為什么我覺得自己是在觀看化妝品、家庭清潔產(chǎn)品以及減肥的商業(yè)廣告？”

00:44

It did feel a little bit too obvious, and I don't know if we were sensitive about it or the fact that we were watching with men and boys in our lives, but it did feel a little bit too obvious that we're being targeted for being women.

這確實感覺有點明顯，而且我也不知道我們是不是對此有點敏感，或者我們實際上正和身邊的男人、男孩子們一起觀看比賽，但這確實感覺有點明顯，我們因身為女性而被定位成目標(biāo)。

00:57

And to be honest there's nothing necessarily wrong with that. Someone sat down and looked at the tournament and said, "Well, this thing is likely to be seen by more women, these women are Hispanic because they're watching in Spanish, and this is women content. Therefore, this is a great place for me to place all these commercials that are female-centric and maybe not other things." If I think about it as a marketer, I know that I absolutely should not be annoyed about it, because this is what marketers are tasked with doing. Marketers are tasked with building brands with very limited budget, so there's a little bit of an incentive to categorize people in buckets so they can reach their target faster. So if you think about this, it's kind of like a shortcut. They're using gender as a shortcut to get to their target consumer.

老實說，這沒什么錯。有人坐下，看著比賽，并且說，“好吧，這東西可能會被更多的女性看到，這些女性是西班牙裔，因為她們正在看西班牙語女性主題的內(nèi)容。因此，這是一個很好的平臺，讓我投放所有這些以女性為中心的商業(yè)廣告，而不是其他的東西?！币俏覐氖袌鰻I銷人員的角度思考，我知道我絲毫不應(yīng)該被這些廣告煩擾，因為他們的任務(wù)就是做這個。 市場營銷人員的任務(wù)就是在非常有限的預(yù)算下，建立品牌。因此他們沒什么動力對潛在客戶進(jìn)行分類，這樣他們就可以更快地達(dá)成目標(biāo)。你可以把這當(dāng)成一條捷徑。他們正用性別作為一條捷徑來觸及目標(biāo)客戶。

01:43

The issue is that as logical as that argument seems, gender as a shortcut is actually not great. In this day and age, if you still blindly use a gender view for your marketing activities, actually it's just plain bad business. I'm not talking even about the backlash on stereotypes in advertising, which is a very real thing that has to be addressed. I'm saying it's bad business because you're leaving money on the table for your brands and your products. Because gender is such an easy thing to find in the market and to target and to talk about, it actually distracts you from the fun things that could be driving growth from your brands and, at the same time, it continues to create separation around genders and perpetuate stereotypes. So at the same time this activity is bad for your business and bad for society, so double whammy. And gender is one of those things like other demographics that have historically been good marketing shortcuts. At some point, however, we forgot that at the core we were targeting needs around cooking and cleaning and personal care and driving and sports and we just made it all a bucket and we said, "Men and women are different." We got used to it and we never challenged it again, and it's fascinating to me, and by fascinating I mean a little bit insane, that we still talk about this as a segment when it's most likely carryover bias.

問題在于，盡管這個論點似乎看起來符合邏輯，但性別作為一條捷徑，實際上并不怎么樣。 如今，如果你仍舊盲目的在營銷活動中使用性別來解決問題，老實說，這是一個糟糕的業(yè)務(wù)發(fā)展模式。我甚至不是在說廣告中對刻板觀念的抵制，盡管這是一個眼前必須要被解決的問題。我把這說成是糟糕的生意，因為你并沒有把品牌和產(chǎn)品的利潤最大化。因為在市場中， 性別是一個如此簡單的參數(shù)，很容易定位，很容易被針對討論，它會讓你從最有趣的事情中分心，而這些事才會真正驅(qū)動你的品牌成長。與此同時，它還會繼續(xù)加深性別分離，并永久化刻板觀念。所以，這樣的做法不但不利于你的業(yè)務(wù)發(fā)展，而且還有害于社會，是雙重?fù)p害。性別就和其它的人口統(tǒng)計特征一樣，長久以來都是市場營銷的良好捷徑。但是，從某個時刻開始，我們忘記了我們的核心目標(biāo)自始至終都應(yīng)定位在烹飪、清潔、個人護(hù)理、駕駛以及運動的需求，然而我們只是把它們混為一談，之后我們說，“男人和女人不一樣。”隨后我們習(xí)慣了這一說辭，也再未挑戰(zhàn)這一說辭。這個問題深深吸引了我，確切的說，聽起來有些瘋狂：即，我們?nèi)耘f把性別作為一種市場細(xì)分方式談?wù)?，即使它更像是延滯偏差?/p>

03:03

In fact, I don't come to this conclusion lightly. We have enough data to suggest that gender is not the best place to start for you to design and target your brands. And I would even go one step further: unless you are working in a very gender-specific product category, probably anything else you're hypothesizing about your consumer right now is going to be more useful than gender.

事實上，我并沒有隨意得出這一結(jié)論。我們有足夠的數(shù)據(jù)表明，性別并不是設(shè)計品牌、定位目標(biāo)客戶的最佳入手點。我還想要更進(jìn)一步： 除非你負(fù)責(zé)的產(chǎn)品屬于針對特定性別的產(chǎn)品類別，不然你對消費者的任何其它假設(shè)可能都比性別有用。

03:27

We did not set up to draw this conclusion specifically. We found it. As consultants, our job is to go with our clients and understand their business and try to help them find spaces for their brands to grow. And it is our belief that if you want to find disruptive growth in the market, you have to go to the consumer and take a very agnostic view of the consumer. You have to go and look at them from scratch, remove yourself from biases and segments that you thought were important, just take a look to see where the growth is. And we built ourselves an algorithm precisely for that. So imagine that we have a person and we know a person is making a choice about a product or service, and from this person, I can know their gender, of course, other demographics, where they live, their income, other things. I know the context where this person is making a decision, where they are, who they're with, the energy, anything, and I can also put other things in the mix. I can know their attitudes, how they feel about the category, their behaviors.

我們沒有為得出這個特定結(jié)論專門設(shè)計實驗，而是發(fā)現(xiàn)了這個結(jié)論。作為一個咨詢顧問，我們的工作是和客戶接觸，熟悉他們的業(yè)務(wù)，并嘗試幫助他們尋找品牌成長空間。我們也相信如果你想要在市場中獲得顛覆性增長，你必須接近消費者，不帶任何假設(shè)的看待他們。你必須從零開始去接近、觀察他們，移除你自以為萬分重要的偏見和細(xì)分，僅僅觀察增長點在何處。我們?yōu)榇藢ｉT開發(fā)了一個精確算法。想象有一個人，我們知道這個人在做關(guān)于產(chǎn)品或服務(wù)的選擇，我可以知道他們的性別，當(dāng)然，還有其它人口統(tǒng)計特征，例如住址、收入以及其它信息。我知道這個人是在什么環(huán)境下做出決定的： 他們在哪，和誰一起，是否充滿能量，各種各樣的信息。我也可以把其它信息加入到算法中，我可以知道他們的態(tài)度，他們對于產(chǎn)品分類是怎么想的，他們的行為。

04:27

So if you imagine this kind of blob of big data about a person -- I'm going to oversimplify the science here but we basically built an algorithm for statistical tournaments. So a statistical tournament is like asking this big thing of data, "So, data, from everything you know about consumers at this point, what is the most useful thing I need to know that tells me more about what consumers need?" So the tournament is going to have winners and losers. The winners are those variables, those dimensions, that actually teach you a lot about your consumer, that if you know that, you know what they need. And there's losing variables that are just not that practical, and this matters because in a world of limited resources, you don't want to waste it on people that actually have the same needs. So why treat them differently?

如果你想象一下關(guān)于一個人的大數(shù)據(jù)——我會過度簡化背后的科學(xué)原理，但是我們基本算是為統(tǒng)計比賽開發(fā)了一個算法。統(tǒng)計比賽通常會問關(guān)于大數(shù)據(jù)的問題：“數(shù)據(jù)，從目前你對這些顧客的了解，關(guān)于顧客需求，什么是對我來說最有用的信息？”既然是比賽，那就會有勝利者和失敗者。贏家是能準(zhǔn)確告訴你關(guān)于顧客大量信息的那些變量、那些維度，倘若你獲取那些信息，便能了解顧客需求。而輸家變量就是那些不太好用的，這很重要，因為在資源有限的世界里，你不想在有相同需求的人身上浪費資源。為什么要區(qū)別對待他們呢？

05:13

So at this point, I know, suspense is not killing you, because I told you what the output is, but what we found over time is after 200 projects around the world -- this is covering 20 countries or more -- in essence we ran about a hundred thousand of these tournaments, and, no surprise, gender was very rarely the most predictive thing to understand consumer needs. From a hundred thousand tournaments, gender only came out as the winning variable in about five percent of them. This is true around the world, by the way. We did this in places where traditional gender roles are a little more pronounced, and the conclusions were exactly the same. It was a little bit more important, gender, than five percent, but not material. So let's let that sink in for a second. No matter how you're looking at a consumer, most likely anything else is going to be more interesting to you than gender. There's probably something very important you need to know about them, and you're getting distracted because you're doing everything based on gender. And that's why I say you're leaving money on the table. Gender is easy. It's easy to design advertising based on gender, it's easy to target people online and on TV based on gender. But at the end, that's not where the exciting growth will come from. If you're a food company, for example, it's actually much more interesting to you to know where people are eating, who they are eating with, are they very nutritionally oriented. All of those things are actually significantly more powerful and useful than knowing if a person is a man or a woman. And that matters, of course, because then if you're putting your limited budget into action, then you're better off creating solutions for different occasions than trying to target women versus young men.

我知道你們的懸念已經(jīng)解開了，因為我已經(jīng)告訴你們結(jié)果是什么了，但是隨著時間推移，在覆蓋了全球20多個國家的200個項目后，我們跑了大約十萬次的“統(tǒng)計比賽”，不出所料對于了解顧客需求，性別的預(yù)測作用幾乎微乎其微。從十萬場的比賽中，性別僅在其中5% 的比賽中，被證實為勝利變量。順便提一句，這是全球通用的結(jié)論。我們也在有著比較明顯的傳統(tǒng)性別角色的地方做了統(tǒng)計，結(jié)論是完全一樣的。性別重要性占優(yōu)的比賽略大于 5% ，但不構(gòu)成重大影響。那么讓我們好好思考一下這個結(jié)論。不管你現(xiàn)在如何看待消費者，任何一個信息，都很有可能比性別來的有趣。你可能需要知道關(guān)于消費者的一些重要的信息，但你會被分散注意力，因為你所有的工作都是基于性別。這就是為什么我說你沒有追求最大利潤。性別是個很簡單的參數(shù)，基于性別來設(shè)計廣告很容易，基于性別通過網(wǎng)絡(luò)和電視定位目標(biāo)人群也很容易。但歸根結(jié)底，最富有成效的增長并非來自性別差異。比如，如果你是一家食品公司，了解人們在哪吃飯和誰吃，他們是否為營養(yǎng)導(dǎo)向，可能對你來說更加有趣。這些東西都比知道一個人的性別來得更加強(qiáng)大且有用。這當(dāng)然很重要，因為隨后倘若你把有限的預(yù)算化作行動時，你將能更好地為不同場景制定不同解決方案，而非嘗試以女性為目標(biāo)，而忽視年輕男性。

06:54

Another example is alcoholic beverages. Thirty-five percent to 40 percent of consumption in alcoholic beverages around the world actually happens with women, but, you know, "women don't drink beer." Those are the things that we typically hear. But actually, when a man and a woman are, for the most part, in the same location, the emotional and functional needs they have at that moment are very similar. There's only one exception, by the way, and the exceptions exist, where if you have a man and a woman on a date, the man is trying to impress the woman and the woman is trying to connect with the man, so there's going to be a little bit of tension, but that's important to know. We'll take a few dates. Financial institutions: that's something where we've heard a lot about the difference between men and women, but actually talking about men and women as different is distracting you from the thing that is underneath. We made it so simple as "women don't like to invest," "women hate managing their money," "men are great and aggressive and risk-takers," but at the end it's not about men and women. It is actually a different narrative. It is about, there are people that are excited and energized and educated to manage their finances versus people that are not. So if you change the conversation from men and women to actually what's underneath then probably you'll stop being so condescending to women and you may start serving some men that are actually shy about managing their finances.

另一個例子是酒精飲料。全球酒精飲料中35% - 40%的消費實際上是來自女性，但是，你知道，“女人不喝啤酒?！边@些是我們經(jīng)常聽到的言論。但事實上，當(dāng)一個男性和 一個女性在同一地點，通常在那一時刻，他們的情感和功能需求是非常相似的。不過，只有一個例外， 并且這個例外是存在的，如果一個男性和一個女性在約會，那這個男性為了給女性留下深刻印象，而這個女性反過來也嘗試與男性建立聯(lián)系，那情況就大不一樣了，但知道這個情況很重要，我們需要多觀察幾次約會。金融機(jī)構(gòu)： 男女的不同之處是我們已經(jīng)研究了很多的話題，但實際區(qū)分男女的不同正在分散你的注意力。我們只是粗略將其簡化成：“女性不喜歡投資”，“女性討厭理財”，“男性很優(yōu)秀，比較激進(jìn)，也能夠承擔(dān)風(fēng)險”，但最終這并非關(guān)于男性和女性。我們應(yīng)該采用一個不同的敘述，這是關(guān)于：很多精力充沛且充滿活力的人 受到了“理財”教育，而有些人沒有。所以如果你把話題從男女性別改變?yōu)閷φ嬲驹虻膶Ｗ?，隨后你可能會不再對女性抱有居高臨下的態(tài)度，并且你可能會開始為羞于理財?shù)哪行蕴峁┓?wù)。

08:15

I'll leave one more example. If I go back to the women that were playing sport at the beginning, one of the fascinating things we found over different countries, exploring sportswear, that if a person is a competitive person and they are in the moment of action, the needs are not different between a man and a woman. An athlete is an athlete. It doesn't matter for men and women, it doesn't matter for old and young, you are an athlete, and in the moment of action and extreme competition, you need this gear to work for you. So these soccer-playing women have a lot in common with their counterparts. Out of the field, it doesn't matter. Out of the field, they may be into fashion, into other things, but on the field, the needs are not different.

我會再給大家一個例子。回到最開始的女運動員，在歷覽各國的運動服后，我們發(fā)現(xiàn)了一件有趣的事情，如果一個人具有競爭力，那么在運動時刻，男女對衣著的要求并無差別。一個運動員，就是一個運動員。不管是男是女，不管是年長是年幼，你是一個運動員，并且在運動的時刻，在激烈競技比賽中，你需要這個能支撐你運動表現(xiàn)的裝備。所以這些女性足球運動員和男性足球運動員有很多共同之處。在賽場外，不要緊。在賽場外，她們可能喜歡時尚， 或是有別的興趣，但是在賽場上，男女的需求是一致的。

08:54

So these are just a few examples on categories where we found that gender was not the best place to go, and actually the argument is that at this point it's not even a feminist push, it's just we got used to it. We got used to using gender, and it's important for us to start finding ways to measure other things about consumers so that we don't revert back to gender. I am not naïve, and I know there's still going to be appetite and certain ease around using gender, but at least this warrants a conversation. In your business, you have to inquire, is this really the best lens for me to grow.

那么這些只是我們發(fā)現(xiàn)性別差距很小的幾個案例。實際上，我們的論點是在當(dāng)代，這甚至不是由于女權(quán)主義者的推動，這只是我們長久的習(xí)慣。我們習(xí)慣用性別，而且對我們來說，去尋找如何衡量客戶的其它特征也很重要，這樣我們就不用回到性別主宰的時代。我并不幼稚無知，我知道有人依舊會喜歡使用性別，而且這也存在一定的便利性，但至少這值得被討論。 在你的業(yè)務(wù)中，你需要捫心自問：這真的是我企業(yè)增長的最佳著手點嗎？

09:29

So, if you are, like me, a person that is in business, that I am constantly worried about what is my role in the broader societal discussions, if you're listening to your business and you hear things like, "Oh, my target are women, my target are men, this goes to young girls, young boys," when it's that gender conversation, unless you are working, again, in a very specific, gender-specific product category, take this as a warning sign, because if you keep having these conversations, you will keep perpetuating stereotypes of people and making people think that men and women are different. But because this is business, and we're running a business, and we want to grow it, at least kind of challenge your own instinct to use gender, because statistics say that you're probably not choosing the best variable to target your product or service. Growth is not easy at all. What makes you think that growth is going to come from going into market with such an outdated lens like gender?

如果你和我一樣，是一個生意人，經(jīng)常擔(dān)憂自己在更廣泛的社會討論中所承擔(dān)的角色；如果關(guān)于你的業(yè)務(wù)，你聽到的是，“哦，我的目標(biāo)是女性/我的目標(biāo)是男性，這個針對的是小女孩 / 小男孩?！碑?dāng)這樣的性別導(dǎo)向?qū)υ挸霈F(xiàn)的時候，再次聲明，除非你的產(chǎn)品屬于針對特定性別的類別，把它當(dāng)作一個警告信號，因為如果你一直持續(xù)這樣的對話，你將會不斷持續(xù)加深人們的刻板印象，讓人們覺得男女有別。但因為這是生意，我們在做生意，而且我們想要實現(xiàn)業(yè)務(wù)增長，至少挑戰(zhàn)一下你想要使用性別的直覺，因為數(shù)據(jù)統(tǒng)計表明：在為產(chǎn)品或服務(wù)設(shè)定目標(biāo)客戶時，你可能并沒有選擇一個最好的變量。實現(xiàn)業(yè)務(wù)增長著實不簡單。是什么讓你覺得利用這樣過時的方法，例如性別，可以帶來業(yè)務(wù)增長？

10:25

So let's stop doing what's easy and go for what's right. At this point, it's not just for your business, it's for society.

所以，讓我們停止做“方便”的事，而是選擇“正確”的事，不僅是為了你的生意，也是為了社會的健康發(fā)展。

10:31

Thank you.

謝謝。

10:33

(Applause)

（掌聲）