EVEolution: The Eight Truths of Marketing to Women

FROM OUR EDITORS

Women shop differently from men. Faith Popcorn believes markets that have mastered that concept (which she calls EVEolution) will thrive in the New Economy; those who don't will fail in a sluggish economy. To prove her point, she cites several striking trends, including the booms in alternative medicine and home spas. Quick read; lasting insights.

FROM THE PUBLISHER

Faith Popcorn's name is synonymous with prediction: She has accurately foretold the business and personal trends that have defined our lives for the past two decades. Her frequent media appearances and groundbreaking national best-sellers, The Popcorn Report and Clicking, have made her familiar to most of the world. Called "the Nostradamus of marketing" by Fortune magazine, Popcorn now turns her incredible acumen to one of the most important segments in marketing: the female consumer.

Every day we read about a new scientific study that confirms the physiological differences between the sexes: how women's brains are different; how they see, hear, acquire and use language differently. What we haven't heard is how these differences manifest themselves in the marketplace -- until now.

Today, women make 80% of all purchasing decisions. In EVEolution, Faith Popcorn shows you that you cannot succeed in business or successfully start one without understanding how to market to women. Whether you make cornflakes or concrete, pillows or pixels, she reveals why women must be your chief target. Even if you just want to understand the landscape of tomorrowland, this book is a must read.

FROM THE CRITICS

Kerry Hanson - USA Today

Faith Popcorn is still percolating with EVEolution, her third book after The Popcorn Report and Clicking.

This one explores marketing to women - as in Eve, the original one. I was prepared to hate this book. It just rang too cute. All those references to EVEolve, EVEangelical, EVEsdropping. We're talking about EVEolution. Are you with me? It's a shtick.

That said, Popcorn, who runs a marketing consultancy in New York called BrainReserve is a real presence in the business world and has been for the past two decades. She is not to be dismissed lightly. She's got a roster of big-time clients that makes your head spin, ranging from BMW to IBM to Nabisco. When Popcorn speaks, they listen.

This time she has taken on the task of telling marketers how women think and how they should sell to them. Within a decade, the companies that do the best job of marketing to women will dominate every significant product and service category, she predicts.

"The way women think, act, and react is greatly impacting the culture," she writes with co-author Lys Marigold, BrainReserve's creative director for 12 years.

"Women and men are as different shop-ologically as they are biologically," the authors write.

The bottom line is that women today have economic power, and corporations and marketers who want to succeed better figure that out.

AudioFile

Consumer trend forecaster Faith Popcorn addresses branding and the importance of building a company responsive to women's needs and expectations in this abridged guide to establishing a strong market presence. Surprisingly, Popcorn reads the material very well, her enthusiasm and experience with the subject shining. Popcorn's manifesto acknowledges that any business must remain ethical and geared toward women as nurturers in order to succeed in the future; she lends respectability to her ideas, rather than merely suggesting a quick way to make a buck. The only disappointment is Popcorn's shameless promotion of her own line of consumer products, a plug that costs her some legitimacy in an otherwise stellar presentation. H.L.S. ￯﾿ﾽ AudioFile 2001, Portland, Maine

WHAT PEOPLE ARE SAYING

Women drive spending, investing, and new business creation to an extent, which is actually shocking to anyone who sees the statistics for the first time. We see a big divide between companies which get it, and are pulling ahead, and those which don't, which are losing brand dominance without knowing why. EVEolution is a must-read! — (Candice Carpenter, Co-Chairman of the Board, CEO, iVillage)

As always, Faith Popcorn continues to break new marketing ground and chart exciting new territory. Faith has the ability to uncover what appear to be self-evident truths as soon as she articulates them.￯﾿ﾽEVEolution contains a wealth of valuable material. — (James M. Kilts, President and CEO, Nabisco Inc.)

How does Faith Popcorn do it? She has fast become the Nostradamus of the advertising and marketing business. What I find so amazing is that when it comes to new ideas—ideas that marketers can truly use into the next millennium—Faith Popcorn is the veritable "Energizer Bunny" of our time. — (Jerry Della Femina, President and CEO, Della Femina/Jeary and Partners)

Herbert Baum

Faith Popcorn does it again￯﾿ﾽEVEolution is a smart look at what make female consumers tick and how to market to them. I'm impressed!  — (Herbert M. Baum, President and CEO, Hasbro, Inc.)