TED@BCG Mumbai
Gaby Barrios: Why gender-based marketing is bad for business
加比·巴里奥斯: 为什么基于性别的营销不利于企业的生意？
Filmed:
Readability: 4.3
1,534,960 views
市场营销专家加比·巴里奥斯（Gaby Barrios）道：公司通常依据性别来制定目标客户，但这样的宣传捷径不仅会固化过时的刻板印象——也不利于公司的发展。在这场清晰可行的演讲中，她解释了为什么基于性别的市场营销几乎不能如你想象般地驱动生意成长——并且展示了公司如何可以找到更好的方式触及客户并发展他们的品牌。
Gaby Barrios - Marketing expert
BCG's Gaby Barrios has dedicated her career to understanding consumers across the world in a wide range of industries. Full bio
BCG's Gaby Barrios has dedicated her career to understanding consumers across the world in a wide range of industries. Full bio
Double-click the English transcript below to play the video.
就和世界上的很多人一样，
00:13
Like a lot of people around the world,
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这个初夏，我和朋友们着迷于
00:15
earlier this summer
my friends and I were obsessed
my friends and I were obsessed
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法国举办的女子世界杯足球赛 。
00:18
with the Women's World Cup held in France.
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我们观看着这些惊人的运动员，
00:20
Here we are, watching
these incredible athletes,
these incredible athletes,
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每一粒入球都非常出色，
比赛也很公平且令人着迷，
比赛也很公平且令人着迷，
00:23
the goals were amazing,
the games were clean and engaging,
the games were clean and engaging,
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00:27
and at the same time, outside the field,
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但同时，在赛场外，
那些女性们在谈论着平等薪酬，
00:29
these women are talking about equal pay,
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甚至在有些国家，
从事运动完全是义务的。
从事运动完全是义务的。
00:31
and in the case of some countries,
any pay at all for their sport.
any pay at all for their sport.
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我们对比赛很感兴趣，
所以就想看直播，
所以就想看直播，
00:35
So because we were mildly obsessed,
we wanted to watch the games live,
we wanted to watch the games live,
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之后我们决定在
我们认为美国最好的
我们认为美国最好的
00:39
and we decided that one of
the Spanish-speaking networks in the US
the Spanish-speaking networks in the US
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00:42
was the best place for us to start.
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一个西班牙语解说网络平台上观看。
直到前几场比赛结束后，
00:44
And it wasn't until a few games
into the tournament
into the tournament
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我的一个朋友和我说：
00:47
that a friend of mine
talks to me and says,
talks to me and says,
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“为什么我觉得自己是在观看
00:50
"Why does it feel
like everything I'm seeing
like everything I'm seeing
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化妆品、家庭清洁产品
以及减肥的商业广告？”
以及减肥的商业广告？”
00:52
is commercials for makeup and
household cleaning products and diets?"
household cleaning products and diets?"
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这确实感觉有点明显，
00:56
It did feel a little bit too obvious,
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而且我也不知道
我们是不是对此有点敏感，
我们是不是对此有点敏感，
00:58
and I don't know if
we were sensitive about it
we were sensitive about it
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或者我们实际上正和身边的男人、
男孩子们一起观看比赛，
男孩子们一起观看比赛，
01:01
or the fact that we were watching
with men and boys in our lives,
with men and boys in our lives,
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但这确实感觉有点明显，
01:04
but it did feel a little bit too obvious
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我们因身为女性而被定位成目标。
01:06
that we're being targeted for being women.
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老实说，这没什么错。
01:09
And to be honest there's nothing
necessarily wrong with that.
necessarily wrong with that.
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01:12
Someone sat down and looked
at the tournament and said,
at the tournament and said,
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有人坐下，看着比赛，并且说，
“好吧，这东西
可能会被更多的女性看到，
可能会被更多的女性看到，
01:16
"Well, this thing is likely
to be seen by more women,
to be seen by more women,
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这些女性是西班牙裔，
01:19
these women are Hispanic
because they're watching in Spanish,
because they're watching in Spanish,
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因为她们正在看
西班牙语女性主题的内容。
西班牙语女性主题的内容。
01:22
and this is women content.
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因此，这是一个很好的平台，
让我投放所有这些
让我投放所有这些
01:23
Therefore, this is a great place
for me to place all these commercials
for me to place all these commercials
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以女性为中心的商业广告，
而不是其他的东西。”
而不是其他的东西。”
01:27
that are female-centric
and maybe not other things."
and maybe not other things."
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要是我从市场营销人员
的角度思考，
的角度思考，
01:30
If I think about it as a marketer,
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我知道我丝毫不应该
被这些广告烦扰，
被这些广告烦扰，
01:32
I know that I absolutely
should not be annoyed about it,
should not be annoyed about it,
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因为他们的任务就是做这个。
01:34
because this is what marketers
are tasked with doing.
are tasked with doing.
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市场营销人员的任务就是
在非常有限的预算下，建立品牌。
在非常有限的预算下，建立品牌。
01:38
Marketers are tasked with building brands
with very limited budget,
with very limited budget,
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因此他们没什么动力
01:41
so there's a little bit of an incentive
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对潜在客户进行分类，
01:44
to categorize people in buckets
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01:46
so they can reach their target faster.
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这样他们就可以更快地达成目标。
01:48
So if you think about this,
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你可以把这当成
01:49
it's kind of like a shortcut.
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一条捷径。
01:50
They're using gender as a shortcut
to get to their target consumer.
to get to their target consumer.
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他们正用性别作为一条捷径
来触及目标客户。
来触及目标客户。
问题在于，尽管这个论点
似乎看起来符合逻辑，
似乎看起来符合逻辑，
01:55
The issue is that as logical
as that argument seems,
as that argument seems,
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但性别作为一条捷径，
实际上并不怎么样。
实际上并不怎么样。
01:59
gender as a shortcut
is actually not great.
is actually not great.
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如今，如果你仍旧盲目的
在营销活动中
在营销活动中
02:02
In this day and age,
if you still blindly use a gender view
if you still blindly use a gender view
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02:05
for your marketing activities,
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使用性别来解决问题，
02:07
actually it's just plain bad business.
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老实说，这是一个糟糕
的业务发展模式。
的业务发展模式。
我甚至不是在说
广告中对刻板观念的抵制，
广告中对刻板观念的抵制，
02:10
I'm not talking even about the backlash
on stereotypes in advertising,
on stereotypes in advertising,
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尽管这是一个眼前
必须要被解决的问题。
必须要被解决的问题。
02:13
which is a very real thing
that has to be addressed.
that has to be addressed.
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我把这说成是糟糕的生意，
因为你并没有把品牌和产品
因为你并没有把品牌和产品
02:17
I'm saying it's bad business because
you're leaving money on the table
you're leaving money on the table
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02:20
for your brands and your products.
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的利润最大化。
因为在市场中，
性别是一个如此简单的参数，
性别是一个如此简单的参数，
02:22
Because gender is such an easy thing
to find in the market
to find in the market
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很容易定位，很容易被针对讨论，
02:25
and to target and to talk about,
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它会让你从最有趣的事情中分心，
02:27
it actually distracts you
from the fun things
from the fun things
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而这些事才会真正
驱动你的品牌成长。
驱动你的品牌成长。
02:29
that could be driving growth
from your brands
from your brands
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与此同时，
02:31
and, at the same time,
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它还会继续加深性别分离，
02:33
it continues to create
separation around genders
separation around genders
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并永久化刻板观念。
02:35
and perpetuate stereotypes.
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02:37
So at the same time
this activity is bad for your business
this activity is bad for your business
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所以，这样的做法
不但不利于你的业务发展，
不但不利于你的业务发展，
02:40
and bad for society, so double whammy.
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而且还有害于社会，是双重损害。
02:43
And gender is one of those things
like other demographics
like other demographics
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性别就和
其它的人口统计特征一样，
其它的人口统计特征一样，
02:47
that have historically been
good marketing shortcuts.
good marketing shortcuts.
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长久以来都是
市场营销的良好捷径。
市场营销的良好捷径。
但是，从某个时刻开始，
02:50
At some point, however,
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我们忘记了我们的
核心目标自始至终都应
核心目标自始至终都应
02:51
we forgot that at the core
we were targeting needs
we were targeting needs
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定位在烹饪、清洁、个人护理、
驾驶以及运动的需求，
驾驶以及运动的需求，
02:54
around cooking and cleaning
and personal care and driving and sports
and personal care and driving and sports
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然而我们只是把它们混为一谈，
02:59
and we just made it all a bucket
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之后我们说，“男人和女人不一样。”
03:00
and we said, "Men and women
are different."
are different."
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随后我们习惯了这一说辞，
也再未挑战这一说辞。
也再未挑战这一说辞。
03:02
We got used to it and
we never challenged it again,
we never challenged it again,
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这个问题深深吸引了我，
03:05
and it's fascinating to me,
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确切的说，听起来有些疯狂：
03:07
and by fascinating I mean
a little bit insane,
a little bit insane,
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即，我们仍旧把性别
作为一种市场细分方式谈论，
作为一种市场细分方式谈论，
03:09
that we still talk about this as a segment
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03:12
when it's most likely carryover bias.
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即使它更像是延滞偏差。
事实上，
我并没有随意得出这一结论。
我并没有随意得出这一结论。
03:15
In fact, I don't come
to this conclusion lightly.
to this conclusion lightly.
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我们有足够的数据表明，性别并不是
03:18
We have enough data to suggest
that gender is not the best place
that gender is not the best place
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设计品牌、定位目标客户
的最佳入手点。
的最佳入手点。
03:22
to start for you to design
and target your brands.
and target your brands.
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我还想要更进一步：
03:25
And I would even go one step further:
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除非你负责的产品
属于针对特定性别的产品类别，
属于针对特定性别的产品类别，
03:27
unless you are working in
a very gender-specific product category,
a very gender-specific product category,
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不然你对消费者
03:32
probably anything else
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03:33
you're hypothesizing
about your consumer right now
about your consumer right now
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的任何其它假设
03:36
is going to be more useful than gender.
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可能都比性别有用。
我们没有为得出这个特定结论
专门设计实验，
专门设计实验，
03:39
We did not set up to draw
this conclusion specifically.
this conclusion specifically.
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而是发现了这个结论。
03:42
We found it.
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03:44
As consultants, our job
is to go with our clients
is to go with our clients
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作为一个咨询顾问，
我们的工作是和客户接触，
我们的工作是和客户接触，
熟悉他们的业务，
03:46
and understand their business
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并尝试帮助他们
寻找品牌成长空间。
寻找品牌成长空间。
03:48
and try to help them find spaces
for their brands to grow.
for their brands to grow.
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我们也相信如果你想要
在市场中获得颠覆性增长，
在市场中获得颠覆性增长，
03:51
And it is our belief that if you want
to find disruptive growth in the market,
to find disruptive growth in the market,
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你必须接近消费者，
03:56
you have to go to the consumer
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不带任何假设的看待他们。
03:57
and take a very agnostic view
of the consumer.
of the consumer.
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你必须从零开始
去接近、观察他们，
去接近、观察他们，
04:00
You have to go and look
at them from scratch,
at them from scratch,
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移除你自以为万分重要的
偏见和细分，
偏见和细分，
04:02
remove yourself from biases and segments
that you thought were important,
that you thought were important,
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仅仅观察增长点在何处。
04:06
just take a look to see
where the growth is.
where the growth is.
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我们为此专门
开发了一个精确算法。
开发了一个精确算法。
04:09
And we built ourselves
an algorithm precisely for that.
an algorithm precisely for that.
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想象有一个人，
04:12
So imagine that we have a person
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我们知道这个人在做
04:15
and we know a person is making a choice
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关于产品或服务的选择，
04:17
about a product or service,
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我可以知道他们的性别，当然，
04:19
and from this person,
I can know their gender, of course,
I can know their gender, of course,
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还有其它人口统计特征，
例如住址、收入以及其它信息。
例如住址、收入以及其它信息。
04:22
other demographics, where they live,
their income, other things.
their income, other things.
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我知道这个人是在
什么环境下做出决定的：
什么环境下做出决定的：
04:25
I know the context where
this person is making a decision,
this person is making a decision,
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他们在哪，和谁一起，
04:29
where they are, who they're with,
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是否充满能量，各种各样的信息。
04:31
the energy, anything,
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我也可以把其它信息加入到算法中，
04:33
and I can also put
other things in the mix.
other things in the mix.
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我可以知道他们的态度，
04:35
I can know their attitudes,
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他们对于产品分类是怎么想的，
04:36
how they feel about the category,
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他们的行为。
04:38
their behaviors.
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如果你想象一下
关于一个人的大数据——
关于一个人的大数据——
04:39
So if you imagine this kind of blob
of big data about a person --
of big data about a person --
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我会过度简化背后的科学原理，
04:44
I'm going to oversimplify the science here
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但是我们基本算是为
统计比赛开发了一个算法。
统计比赛开发了一个算法。
04:46
but we basically built an algorithm
for statistical tournaments.
for statistical tournaments.
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统计比赛通常会问
关于大数据的问题：
关于大数据的问题：
04:49
So a statistical tournament
is like asking this big thing of data,
is like asking this big thing of data,
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“数据，从目前
你对这些顾客的了解，
你对这些顾客的了解，
04:54
"So, data, from everything
you know about consumers at this point,
you know about consumers at this point,
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关于顾客需求，
04:58
what is the most
useful thing I need to know
useful thing I need to know
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什么是对我来说最有用的信息？”
05:01
that tells me more
about what consumers need?"
about what consumers need?"
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既然是比赛，
那就会有胜利者和失败者。
那就会有胜利者和失败者。
05:04
So the tournament is going
to have winners and losers.
to have winners and losers.
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赢家是能准确告诉你
关于顾客大量信息的
关于顾客大量信息的
05:07
The winners are those variables,
those dimensions,
those dimensions,
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05:09
that actually teach you a lot
about your consumer,
about your consumer,
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那些变量、那些维度，
05:11
that if you know that,
you know what they need.
you know what they need.
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倘若你获取那些信息，
便能了解顾客需求。
便能了解顾客需求。
而输家变量
就是那些不太好用的，
就是那些不太好用的，
05:14
And there's losing variables
that are just not that practical,
that are just not that practical,
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这很重要，
因为在资源有限的世界里，
因为在资源有限的世界里，
05:17
and this matters because
in a world of limited resources,
in a world of limited resources,
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你不想在有相同需求的人
身上浪费资源。
身上浪费资源。
05:20
you don't want to waste it on people
that actually have the same needs.
that actually have the same needs.
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05:23
So why treat them differently?
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为什么要区别对待他们呢？
我知道你们的悬念已经解开了，
05:25
So at this point, I know,
suspense is not killing you,
suspense is not killing you,
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因为我已经告诉你们
结果是什么了，
结果是什么了，
05:28
because I told you what the output is,
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但是随着时间推移，
05:30
but what we found over time
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在覆盖了全球 20 多个国家
的 200 个项目后，
的 200 个项目后，
05:32
is after 200 projects around the world --
this is covering 20 countries or more --
this is covering 20 countries or more --
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我们跑了大约十万次的“统计比赛”，
05:37
in essence we ran about
a hundred thousand of these tournaments,
a hundred thousand of these tournaments,
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不出所料，对于了解顾客需求，
05:41
and, no surprise, gender was very rarely
the most predictive thing
the most predictive thing
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性别的预测作用几乎微乎其微。
05:46
to understand consumer needs.
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从十万场的比赛中，
05:49
From a hundred thousand tournaments,
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性别仅在其中 5% 的比赛中，
05:51
gender only came out
as the winning variable
as the winning variable
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被证实为胜利变量。
05:53
in about five percent of them.
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顺便提一句，这是全球通用的结论。
05:55
This is true around the world, by the way.
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我们也在有着比较明显的
传统性别角色的地方
传统性别角色的地方
05:58
We did this in places
where traditional gender roles
where traditional gender roles
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做了统计，
06:00
are a little more pronounced,
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结论是完全一样的。
06:02
and the conclusions were exactly the same.
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性别重要性占优的比赛略大于 5% ，
06:05
It was a little bit more important,
gender, than five percent,
gender, than five percent,
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但不构成重大影响。
06:08
but not material.
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那么让我们好好思考一下这个结论。
06:09
So let's let that sink in for a second.
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不管你现在如何看待消费者，
06:11
No matter how you're looking
at a consumer,
at a consumer,
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任何一个信息，
都很有可能比性别来的有趣。
都很有可能比性别来的有趣。
06:13
most likely anything else is going
to be more interesting to you than gender.
to be more interesting to you than gender.
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你可能需要知道关于消费者
的一些重要的信息，
的一些重要的信息，
06:18
There's probably something very important
you need to know about them,
you need to know about them,
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但你会被分散注意力，
因为你所有的工作都是基于性别。
因为你所有的工作都是基于性别。
06:21
and you're getting distracted because
you're doing everything based on gender.
you're doing everything based on gender.
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这就是为什么我说
你没有追求最大利润。
你没有追求最大利润。
06:25
And that's why I say you're leaving
money on the table.
money on the table.
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性别是个很简单的参数，
基于性别来设计广告很容易，
基于性别来设计广告很容易，
06:28
Gender is easy. It's easy to design
advertising based on gender,
advertising based on gender,
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基于性别通过网络和电视
定位目标人群也很容易。
定位目标人群也很容易。
06:31
it's easy to target people online
and on TV based on gender.
and on TV based on gender.
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但归根结底，最富有成效
的增长并非来自性别差异。
的增长并非来自性别差异。
06:35
But at the end, that's not where
the exciting growth will come from.
the exciting growth will come from.
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比如，如果你是一家食品公司，
06:38
If you're a food company, for example,
it's actually much more interesting to you
it's actually much more interesting to you
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了解人们在哪吃饭，和谁吃，
他们是否为营养导向，
他们是否为营养导向，
06:43
to know where people are eating,
who they are eating with,
who they are eating with,
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可能对你来说更加有趣。
06:46
are they very nutritionally oriented.
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这些东西都比
知道一个人的性别
知道一个人的性别
06:49
All of those things are actually
significantly more powerful and useful
significantly more powerful and useful
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来得更加强大且有用。
06:52
than knowing if a person
is a man or a woman.
is a man or a woman.
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这当然很重要，
06:55
And that matters, of course,
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因为随后倘若你把
有限的预算化作行动时，
有限的预算化作行动时，
06:56
because then if you're putting
your limited budget into action,
your limited budget into action,
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你将能更好地
为不同场景制定不同解决方案，
为不同场景制定不同解决方案，
07:00
then you're better off creating
solutions for different occasions
solutions for different occasions
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而非尝试以女性为目标，
而忽视年轻男性。
而忽视年轻男性。
07:03
than trying to target women
versus young men.
versus young men.
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另一个例子是酒精饮料。
07:06
Another example is alcoholic beverages.
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全球酒精饮料中
35% - 40% 的消费
35% - 40% 的消费
07:09
Thirty-five percent to 40 percent
of consumption in alcoholic beverages
of consumption in alcoholic beverages
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实际上是来自女性，
07:12
around the world
actually happens with women,
actually happens with women,
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但是，你知道，
“女人不喝啤酒。”
“女人不喝啤酒。”
07:14
but, you know, "women don't drink beer."
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这些是我们经常听到的言论。
07:16
Those are the things
that we typically hear.
that we typically hear.
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但事实上，当一个男性和
一个女性在同一地点，
一个女性在同一地点，
07:20
But actually, when a man and a woman are,
for the most part, in the same location,
for the most part, in the same location,
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通常在那一时刻，
他们的情感和功能需求
他们的情感和功能需求
07:24
the emotional and functional needs
they have at that moment
they have at that moment
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是非常相似的。
07:27
are very similar.
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不过，只有一个例外，
07:29
There's only one exception, by the way,
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并且这个例外是存在的，
07:31
and the exceptions exist,
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如果一个男性和一个女性
07:33
where if you have a man and a woman
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在约会，
07:34
on a date,
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那这个男性
为了给女性留下深刻印象，
为了给女性留下深刻印象，
07:36
the man is trying to impress the woman
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而这个女性反过来也
尝试与男性建立联系，
尝试与男性建立联系，
07:38
and the woman is trying
to connect with the man,
to connect with the man,
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那情况就大不一样了，
07:40
so there's going to be
a little bit of tension,
a little bit of tension,
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但知道这个情况很重要，
07:43
but that's important to know.
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我们需要多观察几次约会。
07:44
We'll take a few dates.
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金融机构：
男女的不同之处是我们
男女的不同之处是我们
07:45
Financial institutions:
that's something where we've heard a lot
that's something where we've heard a lot
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已经研究了很多的话题，
07:49
about the difference
between men and women,
between men and women,
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但实际区分男女的不同
07:51
but actually talking about
men and women as different
men and women as different
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正在分散你的注意力。
07:53
is distracting you
from the thing that is underneath.
from the thing that is underneath.
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我们只是粗略将其简化成：
“女性不喜欢投资”，
“女性不喜欢投资”，
07:56
We made it so simple
as "women don't like to invest,"
as "women don't like to invest,"
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“女性讨厌理财”，
07:59
"women hate managing their money,"
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“男性很优秀，比较激进，
也能够承担风险”，
也能够承担风险”，
08:01
"men are great and aggressive
and risk-takers,"
and risk-takers,"
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但最终这并非关于男性和女性。
08:03
but at the end it's not
about men and women.
about men and women.
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我们应该采用一个不同的叙述，
08:05
It is actually a different narrative.
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这是关于：
很多精力充沛且充满活力的人
很多精力充沛且充满活力的人
08:07
It is about, there are people
that are excited and energized
that are excited and energized
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08:10
and educated to manage their finances
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受到了“理财”教育，
而有些人没有。
08:13
versus people that are not.
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所以如果你把话题
从男女性别
从男女性别
08:14
So if you change the conversation
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08:16
from men and women
to actually what's underneath
to actually what's underneath
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改变为对真正根本原因的专注，
随后你可能会不再
对女性抱有居高临下的态度，
对女性抱有居高临下的态度，
08:19
then probably you'll stop being
so condescending to women
so condescending to women
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并且你可能会开始为
08:22
and you may start serving some men
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羞于理财的男性提供服务。
08:24
that are actually shy
about managing their finances.
about managing their finances.
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我会再给大家一个例子。
08:27
I'll leave one more example.
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回到最开始的女运动员，
08:29
If I go back to the women
that were playing sport at the beginning,
that were playing sport at the beginning,
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在历览各国的运动服后，
08:32
one of the fascinating things we found
over different countries,
over different countries,
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08:36
exploring sportswear,
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我们发现了一件有趣的事情，
如果一个人具有竞争力，
08:38
that if a person is a competitive person
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08:40
and they are in the moment of action,
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那么在运动时刻，
男女对衣着的要求并无差别。
08:42
the needs are not different
between a man and a woman.
between a man and a woman.
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一个运动员，就是一个运动员。
08:45
An athlete is an athlete.
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不管是男是女，
不管是年长是年幼，
不管是年长是年幼，
08:46
It doesn't matter for men and women,
it doesn't matter for old and young,
it doesn't matter for old and young,
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你是一个运动员，
08:50
you are an athlete,
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并且在运动的时刻，
在激烈竞技比赛中，
在激烈竞技比赛中，
08:51
and in the moment of action
and extreme competition,
and extreme competition,
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你需要这个
能支撑你运动表现的装备。
能支撑你运动表现的装备。
08:54
you need this gear to work for you.
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所以这些女性足球运动员
和男性足球运动员有很多共同之处。
和男性足球运动员有很多共同之处。
08:55
So these soccer-playing women have
a lot in common with their counterparts.
a lot in common with their counterparts.
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在赛场外，不要紧。
08:59
Out of the field, it doesn't matter.
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在赛场外，她们可能喜欢时尚，
或是有别的兴趣，
或是有别的兴趣，
09:01
Out of the field, they may be
into fashion, into other things,
into fashion, into other things,
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但是在赛场上，
男女的需求是一致的。
男女的需求是一致的。
09:04
but on the field,
the needs are not different.
the needs are not different.
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那么这些只是我们发现性别差距很小
09:06
So these are just a few examples
on categories where we found
on categories where we found
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09:10
that gender was not the best place to go,
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的几个案例。
实际上，我们的论点是
09:13
and actually the argument is
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在当代，这甚至不是由于
女权主义者的推动，
女权主义者的推动，
09:15
that at this point
it's not even a feminist push,
it's not even a feminist push,
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这只是我们长久的习惯。
09:17
it's just we got used to it.
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我们习惯用性别，
09:19
We got used to using gender,
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而且对我们来说，
去寻找如何衡量
去寻找如何衡量
09:20
and it's important for us
to start finding ways
to start finding ways
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客户的其它特征也很重要，
09:24
to measure other things about consumers
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这样我们就不用回到
性别主宰的时代。
性别主宰的时代。
09:26
so that we don't revert back to gender.
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我并不幼稚无知，
09:28
I am not naïve,
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我知道有人依旧会喜欢使用性别，
09:30
and I know there's still
going to be appetite
going to be appetite
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而且这也存在一定的便利性，
09:32
and certain ease around using gender,
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但至少这值得被讨论。
09:34
but at least this warrants a conversation.
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在你的业务中，
你需要扪心自问：
你需要扪心自问：
09:36
In your business, you have to inquire,
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这真的是我企业增长的
最佳着手点吗？
最佳着手点吗？
09:38
is this really the best lens
for me to grow.
for me to grow.
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如果你和我一样，
是一个生意人，
是一个生意人，
09:41
So, if you are, like me,
a person that is in business,
a person that is in business,
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经常担忧自己
在更广泛的社会讨论中
在更广泛的社会讨论中
09:44
that I am constantly worried
about what is my role
about what is my role
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所承担的角色；
09:48
in the broader societal discussions,
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如果关于你的业务，
你听到的是，
你听到的是，
09:51
if you're listening to your business
and you hear things like,
and you hear things like,
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“哦，我的目标是女性 /
我的目标是男性，
我的目标是男性，
09:54
"Oh, my target are women,
my target are men,
my target are men,
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这个针对的是小女孩 / 小男孩。”
09:56
this goes to young girls, young boys,"
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当这样的性别导向对话出现的时候，
09:59
when it's that gender conversation,
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再次声明，
10:01
unless you are working, again,
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除非你的产品
属于针对特定性别的类别，
属于针对特定性别的类别，
10:03
in a very specific,
gender-specific product category,
gender-specific product category,
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把它当作一个警告信号，
10:07
take this as a warning sign,
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因为如果你一直持续这样的对话，
10:08
because if you keep
having these conversations,
having these conversations,
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你将会不断持续加深
人们的刻板印象，
人们的刻板印象，
10:11
you will keep perpetuating
stereotypes of people
stereotypes of people
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让人们觉得男女有别。
10:14
and making people think
that men and women are different.
that men and women are different.
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但因为这是生意，
我们在做生意，
我们在做生意，
10:16
But because this is business,
and we're running a business,
and we're running a business,
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而且我们想要实现业务增长，
10:19
and we want to grow it,
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至少挑战一下你想要使用性别的直觉，
10:21
at least kind of challenge
your own instinct to use gender,
your own instinct to use gender,
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因为数据统计表明：
在为产品或服务设定目标客户时，
在为产品或服务设定目标客户时，
10:23
because statistics say that you're
probably not choosing the best variable
probably not choosing the best variable
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你可能并没有选择一个最好的变量。
10:27
to target your product or service.
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实现业务增长着实不简单。
10:29
Growth is not easy at all.
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是什么让你觉得
10:31
What makes you think
that growth is going to come
that growth is going to come
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利用这样过时的方法，例如性别，
可以带来业务增长？
可以带来业务增长？
10:33
from going into market
with such an outdated lens like gender?
with such an outdated lens like gender?
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所以，让我们停止做“方便”的事，
而是选择“正确”的事，
而是选择“正确”的事，
10:37
So let's stop doing what's easy
and go for what's right.
and go for what's right.
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不仅是为了你的生意，
也是为了社会的健康发展。
也是为了社会的健康发展。
10:40
At this point, it's not just
for your business, it's for society.
for your business, it's for society.
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谢谢。
10:43
Thank you.
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（掌声）
10:45
(Applause)
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ABOUT THE SPEAKER
Gaby Barrios - Marketing expertBCG's Gaby Barrios has dedicated her career to understanding consumers across the world in a wide range of industries.
Why you should listen
BCG's Gaby Barrios is a partner and associate director of the Center for Customer Insight, based in Paris. She has dedicated her career to understanding consumers across the world in a wide range of industries, from fast-moving consumer goods, travel and retail to financial services, healthcare and technology.
At BCG, Barrios is one of the leaders of the Demand Centric Growth topic, which aims to drive organic growth anchored on deep consumer understanding. She has developed proprietary algorithms that help isolate what drives consumer needs, reframing the market in a way that highlights new opportunities to grow.
Barrios holds a Master of Science degree in management sciences and industrial engineering from Northwestern University, and a Bachelor of Science degree in industrial engineering from Universidad Simón Bolívar in her native Venezuela.
Gaby Barrios | Speaker | TED.com