The number of Gamma women in America - those who influence a wide network of consumers and generate and disseminate new ideas and trends - is estimated at 55 million and growing,according to a report (pdf) from Meredith Corporation. As the social and technological environment becomes more suited to their communication styles, their influence in the marketplace will give rise to a new marketing model, the report suggests. Gamma women stand in direct contrast to “Alpha” women, who value status and express their high standing on the social ladder through clothes, homes, cars, careers and families, the report states. Gammas may be equally well-off financially, but their choices express their creativity and personal style, making their homes comfortable and welcoming, and doing their part to preserve the environment, according to Meredith. Characteristics of the Gamma woman: “Gammas are true brand advocates who are passionate and spread the word about what they like,” said Jack Griffin, president of Meredith Publishing. “It’s time for marketers to engage Gammas where they are already looking for social currency - talking with them versus talking at them.” The report also identifies five key personality profiles within the Gamma mindset. Each profile embodies a specific set of beliefs and behaviors and responds to a specific combination of marketing techniques and messaging. Gamma personality profiles: According to coauthors Lisa Finn and Lisa Johnson: “By striving to take advantage of Gammas’ preferred communication styles, learning their language of influence and developing strategies that utilize Gammas’ webs of connection, marketers can harness the influence of Gamma women and gain an early-to-market advantage that taps into this emerging power in the marketplace.”
I'm not. I'm a guy. Click on the charts to make them bigger, if you want:‘Gamma Women’ 55 Million Strong, to Define New Marketing Model
Tuesday, September 09, 2008
Are you a Gamma Woman?
Posted by ScLoHo (Scott Howard)
Labels: demographics, marketing, research
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