Originally published by Adweek April 20, 2009 in conjunction with my book launch.
Research shows most women do it at least 10 times every five minutes. What is “it?” Multi-minding: mentally juggling a complex mix of family, career and self-care decisions at any moment, with little time for commercial messages to seep into the mix. With everything on a multi-minder’s mind, you’d think she already has enough to keep her busy. Not so.
I predict female consumers will take on an increasing role with brands and businesses-the next women’s liberation movement when women will co-manage brands with the official brand manager, business owner or marketing director. This partnership will exist with brands that dare to let go and share the steering wheel with consumers. Sound implausible?
The Web enables everyday consumers to be more involved in business. Where once there may have been a desire to connect, there is now that same desire coupled with tools that enable connectivity, especially with women.