While many of us are familiar with the obvious categories – hair styling, where women pay double, if not more, than men, for an appointment with the hairstylist– there are many more not so obvious categories where the discriminatory pricing exists. Women pay more for everything from a Gillette razor to a Nivea Roll-On deo compared to male products of the same size.
A uniform makes a statement not just about how the customer perceives the brand, but also about how companies treat their employees. Unfortunately, while companies obsess over the first part, the latter half of the problem is left out in the cold. That’s why every minor change in that direction needs to be celebrated.
Two studies this week; one by Ipsos and the other by Rediffusion’s Consumer Lab focused on relationships. One highlighted how 76 per cent of India claimed to be satisfied with its romantic or sex life, compared to a global average of only 62 per cent. The other spoke about loneliness among seniors, juniors and even corporate leaders. What are key takeaways for brands?
Every Union Budget talks about consumption and the measures taken to spur consumption. Does it give only a broad direction, or can marketers slice and dice the budget to make hay when the FM shines?
The last time this Saturday column touched the DEI topic, we highlighted how DEI had become one helluva ‘pity party’ for the corporate world. However, if there is a strong business case associated with the DEI objective, it can be magic all the way. ITC shows you how.
DEI in advertising is mostly about ticking the boxes and making the right noise. But as an ASCI panel recently discussed, it is a business imperative that one cannot ignore.
There’s a magic pill in town that can boost the creative quotient in the agency business. It is a pill that all clients must take, for their agency partners to benefit. The pill’s available over-the-counter. And it’s called, hands-off.
Mis-spellings are irritating. But if you are a brand the consumer’s inability to spell it right comes with a hidden opportunity, or should we say a million dollar opportunity.
The suit filed by New York State against PepsiCo or ASCI releasing a set of draft guidelines against greenwashing in India point out in the same direction. It’s time to lower the heat and turn on the real light if companies are serious about giving back to the environment.
Diwali is not just the festival of lights. It can provide us with an opportunity to light up someone’s life or lighten their burden. All it takes is a healthy dose of compassion.
Advertising controversies are rearing their heads up with an alarming frequency. Should the brand managers get unnecessarily worried about the situation getting out of control? Or should they take lessons from the past and take comfort from the fact that the storm in a teacup will blow away?
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