ABOUT THE SPEAKER
Gaby Barrios - Marketing expert
BCG'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.

More profile about the speaker
Gaby Barrios | Speaker | TED.com
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:
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。
- Marketing expert
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世界,
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这个初夏,我和朋友们着迷于
00:15
earlier this summer夏季
my friends朋友 and I were obsessed痴迷
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法国举办的女子世界杯足球赛 。
00:18
with the Women's女士的 World世界 Cup杯子 held保持 in France法国.
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我们观看着这些惊人的运动员,
00:20
Here we are, watching观看
these incredible难以置信 athletes运动员,
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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,
00:23
the goals目标 were amazing惊人,
the games游戏 were clean清洁 and engaging,
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00:27
and at the same相同 time, outside the field领域,
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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妇女 are talking about equal等于 pay工资,
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甚至在有些国家,
从事运动完全是义务的。
00:31
and in the case案件 of some countries国家,
any pay工资 at all for their sport运动.
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我们对比赛很感兴趣,
所以就想看直播,
00:35
So because we were mildly温和 obsessed痴迷,
we wanted to watch the games游戏 live生活,
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之后我们决定在
我们认为美国最好的
00:39
and we decided决定 that one of
the Spanish-speaking西班牙语 networks网络 in the US
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00:42
was the best最好 place地点 for us to start开始.
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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直到 a few少数 games游戏
into the tournament比赛
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我的一个朋友和我说:
00:47
that a friend朋友 of mine
talks会谈 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眼看
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化妆品、家庭清洁产品
以及减肥的商业广告?”
00:52
is commercials广告 for makeup化妆 and
household家庭 cleaning清洁的 products制品 and diets饮食?"
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这确实感觉有点明显,
00:56
It did feel a little bit too obvious明显,
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而且我也不知道
我们是不是对此有点敏感,
00:58
and I don't know if
we were sensitive敏感 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,
01:01
or the fact事实 that we were watching观看
with men男人 and boys男孩 in our lives生活,
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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明显
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我们因身为女性而被定位成目标。
01:06
that we're being存在 targeted针对 for being存在 women妇女.
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老实说,这没什么错。
01:09
And to be honest诚实 there's nothing
necessarily一定 wrong错误 with that.
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01:12
Someone有人 satSAT down and looked看着
at the tournament比赛 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,
01:16
"Well, this thing is likely容易
to be seen看到 by more women妇女,
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这些女性是西班牙裔,
01:19
these women妇女 are Hispanic西班牙
because they're watching观看 in Spanish西班牙语,
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因为她们正在看
西班牙语女性主题的内容。
01:22
and this is women妇女 content内容.
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因此,这是一个很好的平台,
让我投放所有这些
01:23
Therefore因此, this is a great place地点
for me to place地点 all these commercials广告
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以女性为中心的商业广告,
而不是其他的东西。”
01:27
that are female-centric以女性为中心
and maybe not other things."
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要是我从市场营销人员
的角度思考,
01:30
If I think about it as a marketer营销,
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我知道我丝毫不应该
被这些广告烦扰,
01:32
I know that I absolutely绝对
should not be annoyed懊恼 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营销
are tasked任务 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。
01:38
Marketers营销 are tasked任务 with building建造 brands品牌
with very limited有限 budget预算,
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因此他们没什么动力
01:41
so there's a little bit of an incentive激励
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对潜在客户进行分类,
01:44
to categorize分类 people in buckets水桶
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01:46
so they can reach达到 their target目标 faster更快.
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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捷径.
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一条捷径。
01:50
They're using运用 gender性别 as a shortcut捷径
to get to their target目标 consumer消费者.
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他们正用性别作为一条捷径
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,
01:55
The issue问题 is that as logical合乎逻辑
as that argument论据 seems似乎,
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但性别作为一条捷径,
实际上并不怎么样。
01:59
gender性别 as a shortcut捷径
is actually其实 not great.
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如今,如果你仍旧盲目的
在营销活动中
02:02
In this day and age年龄,
if you still blindly盲目地 use a gender性别 view视图
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02:05
for your marketing营销 activities活动,
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使用性别来解决问题,
02:07
actually其实 it's just plain bad business商业.
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老实说,这是一个糟糕
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,
02:10
I'm not talking even about the backlash反弹
on stereotypes定型 in advertising广告,
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尽管这是一个眼前
必须要被解决的问题。
02:13
which哪一个 is a very real真实 thing
that has to be addressed解决.
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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
02:17
I'm saying it's bad business商业 because
you're leaving离开 money on the table
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02:20
for your brands品牌 and your products制品.
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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,
02:22
Because gender性别 is such这样 an easy简单 thing
to find in the market市场
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很容易定位,很容易被针对讨论,
02:25
and to target目标 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其实 distracts分心 you
from the fun开玩笑 things
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而这些事才会真正
驱动你的品牌成长。
02:29
that could be driving主动 growth发展
from your brands品牌
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与此同时,
02:31
and, at the same相同 time,
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它还会继续加深性别分离,
02:33
it continues继续 to create创建
separation分割 around genders性别
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并永久化刻板观念。
02:35
and perpetuate延续 stereotypes定型.
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02:37
So at the same相同 time
this activity活动 is bad for your business商业
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所以,这样的做法
不但不利于你的业务发展,
02:40
and bad for society社会, so double whammy祸不单行.
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而且还有害于社会,是双重损害。
02:43
And gender性别 is one of those things
like other demographics人口统计学
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性别就和
其它的人口统计特征一样,
02:47
that have historically历史 been
good marketing营销 shortcuts快捷键.
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长久以来都是
市场营销的良好捷径。
但是,从某个时刻开始,
02:50
At some point, however然而,
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我们忘记了我们的
核心目标自始至终都应
02:51
we forgot忘记 that at the core核心
we were targeting针对 needs需求
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定位在烹饪、清洁、个人护理、
驾驶以及运动的需求,
02:54
around cooking烹饪 and cleaning清洁的
and personal个人 care关心 and driving主动 and sports体育
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然而我们只是把它们混为一谈,
02:59
and we just made制作 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男人 and women妇女
are different不同."
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随后我们习惯了这一说辞,
也再未挑战这一说辞。
03:02
We got used to it and
we never challenged挑战 it again,
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这个问题深深吸引了我,
03:05
and it's fascinating迷人 to me,
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确切的说,听起来有些疯狂:
03:07
and by fascinating迷人 I mean
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,
03:09
that we still talk about this as a segment分割
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03:12
when it's most likely容易 carryover结转 bias偏压.
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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。
03:15
In fact事实, I don't come
to this conclusion结论 lightly轻轻.
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我们有足够的数据表明,性别并不是
03:18
We have enough足够 data数据 to suggest建议
that gender性别 is not the best最好 place地点
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设计品牌、定位目标客户
的最佳入手点。
03:22
to start开始 for you to design设计
and target目标 your brands品牌.
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我还想要更进一步:
03:25
And I would even go one step further进一步:
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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,
03:27
unless除非 you are working加工 in
a very gender-specific特定性别 product产品 category类别,
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不然你对消费者
03:32
probably大概 anything else其他
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03:33
you're hypothesizing假设到
about your consumer消费者 right now
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的任何其它假设
03:36
is going to be more useful有用 than gender性别.
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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,
03:39
We did not set up to draw
this conclusion结论 specifically特别.
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而是发现了这个结论。
03:42
We found发现 it.
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03:44
As consultants顾问, our job工作
is to go with our clients客户
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作为一个咨询顾问,
我们的工作是和客户接触,
熟悉他们的业务,
03:46
and understand理解 their business商业
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并尝试帮助他们
寻找品牌成长空间。
03:48
and try to help them find spaces空间
for their brands品牌 to grow增长.
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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,
03:51
And it is our belief信仰 that if you want
to find disruptive破坏性 growth发展 in the market市场,
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你必须接近消费者,
03:56
you have to go to the consumer消费者
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不带任何假设的看待他们。
03:57
and take a very agnostic不可知 view视图
of the consumer消费者.
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你必须从零开始
去接近、观察他们,
04:00
You have to go and look
at them from scratch,
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移除你自以为万分重要的
偏见和细分,
04:02
remove去掉 yourself你自己 from biases偏见 and segments
that you thought were important重要,
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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发展 is.
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我们为此专门
开发了一个精确算法。
04:09
And we built内置 ourselves我们自己
an algorithm算法 precisely恰恰 for that.
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想象有一个人,
04:12
So imagine想像 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制造 a choice选择
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关于产品或服务的选择,
04:17
about a product产品 or service服务,
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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性别, of course课程,
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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。
04:22
other demographics人口统计学, where they live生活,
their income收入, other things.
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我知道这个人是在
什么环境下做出决定的:
04:25
I know the context上下文 where
this person is making制造 a decision决定,
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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能源, 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混合.
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我可以知道他们的态度,
04:35
I can know their attitudes态度,
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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类别,
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他们的行为。
04:38
their behaviors行为.
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如果你想象一下
关于一个人的大数据——
04:39
So if you imagine想像 this kind of blobBLOB
of big data数据 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过份简单化 the science科学 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。
04:46
but we basically基本上 built内置 an algorithm算法
for statistical统计 tournaments比赛.
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统计比赛通常会问
关于大数据的问题:
04:49
So a statistical统计 tournament比赛
is like asking this big thing of data数据,
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“数据,从目前
你对这些顾客的了解,
04:54
"So, data数据, from everything
you know about consumers消费者 at this point,
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关于顾客需求,
04:58
what is the most
useful有用 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告诉 me more
about what consumers消费者 need?"
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既然是比赛,
那就会有胜利者和失败者。
05:04
So the tournament比赛 is going
to have winners获奖者 and losers失败者.
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赢家是能准确告诉你
关于顾客大量信息的
05:07
The winners获奖者 are those variables变量,
those dimensions尺寸,
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05:09
that actually其实 teach you a lot
about your consumer消费者,
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那些变量、那些维度,
05:11
that if you know that,
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。
而输家变量
就是那些不太好用的,
05:14
And there's losing失去 variables变量
that are just not that practical实际的,
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这很重要,
因为在资源有限的世界里,
05:17
and this matters事项 because
in a world世界 of limited有限 resources资源,
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你不想在有相同需求的人
身上浪费资源。
05:20
you don't want to waste浪费 it on people
that actually其实 have the same相同 needs需求.
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05:23
So why treat对待 them differently不同?
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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悬念 is not killing谋杀 you,
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因为我已经告诉你们
结果是什么了,
05:28
because I told you what the output产量 is,
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但是随着时间推移,
05:30
but what we found发现 over time
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在覆盖了全球 20 多个国家
的 200 个项目后,
05:32
is after 200 projects项目 around the world世界 --
this is covering覆盖 20 countries国家 or more --
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我们跑了大约十万次的“统计比赛”,
05:37
in essence本质 we ran about
a hundred thousand of these tournaments比赛,
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不出所料,对于了解顾客需求,
05:41
and, no surprise, gender性别 was very rarely很少
the most predictive预测 thing
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性别的预测作用几乎微乎其微。
05:46
to understand理解 consumer消费者 needs需求.
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从十万场的比赛中,
05:49
From a hundred thousand tournaments比赛,
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性别仅在其中 5% 的比赛中,
05:51
gender性别 only came来了 out
as the winning胜利 variable变量
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被证实为胜利变量。
05:53
in about five percent百分 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真正 around the world世界, 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
05:58
We did this in places地方
where traditional传统 gender性别 roles角色
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做了统计,
06:00
are a little more pronounced宣判,
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结论是完全一样的。
06:02
and the conclusions结论 were exactly究竟 the same相同.
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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重要,
gender性别, than five percent百分,
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但不构成重大影响。
06:08
but not material材料.
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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水槽 in for a second第二.
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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消费者,
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任何一个信息,
都很有可能比性别来的有趣。
06:13
most likely容易 anything else其他 is going
to be more interesting有趣 to you than gender性别.
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你可能需要知道关于消费者
的一些重要的信息,
06:18
There's probably大概 something very important重要
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。
06:21
and you're getting得到 distracted分心 because
you're doing everything based基于 on gender性别.
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这就是为什么我说
你没有追求最大利润。
06:25
And that's why I say you're leaving离开
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,
06:28
Gender性别 is easy简单. It's easy简单 to design设计
advertising广告 based基于 on gender性别,
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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。
06:31
it's easy简单 to target目标 people online线上
and on TV电视 based基于 on gender性别.
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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。
06:35
But at the end结束, that's not where
the exciting扣人心弦 growth发展 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餐饮 company公司, for example,
it's actually其实 much more interesting有趣 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,
06:43
to know where people are eating,
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营养 oriented面向.
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这些东西都比
知道一个人的性别
06:49
All of those things are actually其实
significantly显著 more powerful强大 and useful有用
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来得更加强大且有用。
06:52
than knowing会心 if a person
is a man or a woman女人.
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这当然很重要,
06:55
And that matters事项, of course课程,
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因为随后倘若你把
有限的预算化作行动时,
06:56
because then if you're putting
your limited有限 budget预算 into action行动,
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你将能更好地
为不同场景制定不同解决方案,
07:00
then you're better off creating创建
solutions解决方案 for different不同 occasions场合
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而非尝试以女性为目标,
而忽视年轻男性。
07:03
than trying to target目标 women妇女
versus young年轻 men男人.
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另一个例子是酒精饮料。
07:06
Another另一个 example is alcoholic酒精 beverages饮料.
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全球酒精饮料中
35% - 40% 的消费
07:09
Thirty-five三十五 percent百分 to 40 percent百分
of consumption消费 in alcoholic酒精 beverages饮料
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实际上是来自女性,
07:12
around the world世界
actually其实 happens发生 with women妇女,
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但是,你知道,
“女人不喝啤酒。”
07:14
but, you know, "women妇女 don't drink beer啤酒."
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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一般 hear.
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但事实上,当一个男性和
一个女性在同一地点,
07:20
But actually其实, when a man and a woman女人 are,
for the most part部分, in the same相同 location位置,
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通常在那一时刻,
他们的情感和功能需求
07:24
the emotional情绪化 and functional实用 needs需求
they have at that moment时刻
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是非常相似的。
07:27
are very similar类似.
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不过,只有一个例外,
07:29
There's only one exception例外, by the way,
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并且这个例外是存在的,
07:31
and the exceptions例外 exist存在,
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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女人
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在约会,
07:34
on a date日期,
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那这个男性
为了给女性留下深刻印象,
07:36
the man is trying to impress the woman女人
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而这个女性反过来也
尝试与男性建立联系,
07:38
and the woman女人 is trying
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张力,
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但知道这个情况很重要,
07:43
but that's important重要 to know.
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我们需要多观察几次约会。
07:44
We'll take a few少数 dates日期.
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金融机构:
男女的不同之处是我们
07:45
Financial金融 institutions机构:
that's something where we've我们已经 heard听说 a lot
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已经研究了很多的话题,
07:49
about the difference区别
between之间 men男人 and women妇女,
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但实际区分男女的不同
07:51
but actually其实 talking about
men男人 and women妇女 as different不同
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正在分散你的注意力。
07:53
is distracting分心 you
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”,
07:56
We made制作 it so simple简单
as "women妇女 don't like to invest投资,"
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“女性讨厌理财”,
07:59
"women妇女 hate讨厌 managing管理的 their money,"
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“男性很优秀,比较激进,
也能够承担风险”,
08:01
"men男人 are great and aggressive侵略性
and risk-takers风险承担者,"
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但最终这并非关于男性和女性。
08:03
but at the end结束 it's not
about men男人 and women妇女.
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我们应该采用一个不同的叙述,
08:05
It is actually其实 a different不同 narrative叙述.
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这是关于:
很多精力充沛且充满活力的人
08:07
It is about, there are people
that are excited兴奋 and energized通电
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08:10
and educated博学 to manage管理 their finances财政
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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
08:14
So if you change更改 the conversation会话
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08:16
from men男人 and women妇女
to actually其实 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,
08:19
then probably大概 you'll你会 stop being存在
so condescending居高临下 to women妇女
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并且你可能会开始为
08:22
and you may可能 start开始 serving服务 some men男人
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羞于理财的男性提供服务。
08:24
that are actually其实 shy害羞
about managing管理的 their finances财政.
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我会再给大家一个例子。
08:27
I'll leave离开 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妇女
that were playing播放 sport运动 at the beginning开始,
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在历览各国的运动服后,
08:32
one of the fascinating迷人 things we found发现
over different不同 countries国家,
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08:36
exploring探索 sportswear运动服,
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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竞争的 person
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08:40
and they are in the moment时刻 of action行动,
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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需求 are not different不同
between之间 a man and a woman女人.
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一个运动员,就是一个运动员。
08:45
An athlete运动员 is an athlete运动员.
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不管是男是女,
不管是年长是年幼,
08:46
It doesn't matter for men男人 and women妇女,
it doesn't matter for old and young年轻,
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你是一个运动员,
08:50
you are an athlete运动员,
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并且在运动的时刻,
在激烈竞技比赛中,
08:51
and in the moment时刻 of action行动
and extreme极端 competition竞争,
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你需要这个
能支撑你运动表现的装备。
08:54
you need this gear齿轮 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。
08:55
So these soccer-playing踢足球 women妇女 have
a lot in common共同 with their counterparts同行.
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在赛场外,不要紧。
08:59
Out of the field领域, 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,
09:01
Out of the field领域, they may可能 be
into fashion时尚, into other things,
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但是在赛场上,
男女的需求是一致的。
09:04
but on the field领域,
the needs需求 are not different不同.
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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少数 examples例子
on categories类别 where we found发现
198
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09:10
that gender性别 was not the best最好 place地点 to go,
199
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的几个案例。
实际上,我们的论点是
09:13
and actually其实 the argument论据 is
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在当代,这甚至不是由于
女权主义者的推动,
09:15
that at this point
it's not even a feminist女权主义者 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运用 gender性别,
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而且对我们来说,
去寻找如何衡量
09:20
and it's important重要 for us
to start开始 finding发现 ways方法
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客户的其它特征也很重要,
09:24
to measure测量 other things about consumers消费者
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这样我们就不用回到
性别主宰的时代。
09:26
so that we don't revert还原 back to gender性别.
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我并不幼稚无知,
09:28
I am not naïve已经,
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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食欲
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而且这也存在一定的便利性,
09:32
and certain某些 ease缓解 around using运用 gender性别,
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但至少这值得被讨论。
09:34
but at least最小 this warrants认股权证 a conversation会话.
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在你的业务中,
你需要扪心自问:
09:36
In your business商业, you have to inquire查询,
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这真的是我企业增长的
最佳着手点吗?
09:38
is this really the best最好 lens镜片
for me to grow增长.
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如果你和我一样,
是一个生意人,
09:41
So, if you are, like me,
a person that is in business商业,
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经常担忧自己
在更广泛的社会讨论中
09:44
that I am constantly经常 worried担心
about what is my role角色
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所承担的角色;
09:48
in the broader更广泛 societal社会的 discussions讨论,
215
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如果关于你的业务,
你听到的是,
09:51
if you're listening to your business商业
and you hear things like,
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“哦,我的目标是女性 /
我的目标是男性,
09:54
"Oh, my target目标 are women妇女,
my target目标 are men男人,
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这个针对的是小女孩 / 小男孩。”
09:56
this goes to young年轻 girls女孩, young年轻 boys男孩,"
218
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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性别 conversation会话,
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再次声明,
10:01
unless除非 you are working加工, again,
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除非你的产品
属于针对特定性别的类别,
10:03
in a very specific具体,
gender-specific特定性别 product产品 category类别,
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把它当作一个警告信号,
10:07
take this as a warning警告 sign标志,
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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对话,
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你将会不断持续加深
人们的刻板印象,
10:11
you will keep perpetuating延续
stereotypes定型 of people
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让人们觉得男女有别。
10:14
and making制造 people think
that men男人 and women妇女 are different不同.
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但因为这是生意,
我们在做生意,
10:16
But because this is business商业,
and we're running赛跑 a business商业,
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而且我们想要实现业务增长,
10:19
and we want to grow增长 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最小 kind of challenge挑战
your own拥有 instinct直觉 to use gender性别,
228
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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,
10:23
because statistics统计 say that you're
probably大概 not choosing选择 the best最好 variable变量
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你可能并没有选择一个最好的变量。
10:27
to target目标 your product产品 or service服务.
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实现业务增长着实不简单。
10:29
Growth发展 is not easy简单 at all.
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是什么让你觉得
10:31
What makes品牌 you think
that growth发展 is going to come
232
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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?
10:33
from going into market市场
with such这样 an outdated过时的 lens镜片 like gender性别?
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所以,让我们停止做“方便”的事,
而是选择“正确”的事,
10:37
So let's stop doing what's easy简单
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。
10:40
At this point, it's not just
for your business商业, it's for society社会.
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谢谢。
10:43
Thank you.
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(掌声)
10:45
(Applause掌声)
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Translated by Jiasi Hao
Reviewed by Yinchun Rui

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ABOUT THE SPEAKER
Gaby Barrios - Marketing expert
BCG'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.

More profile about the speaker
Gaby Barrios | Speaker | TED.com