Mafalda Honório’s Post

Wonderful post highlighting how widespread #ageism is for both men and women, and what a bad decision it is for companies not to market to the 60+ demographic! 60 is the new 40, people are living and working longer, and have significant financial means, time to flip this paradigm! Let’s also hope some of this spills over to the workplace!

In the face of ageism increasing in the workforce, I share the post below as a reminder that people over 50, 60 and 70 not only exist, but thrive. There is no end date unless you stop learning. While the post is geared to marketing, I would encourage anyone hiring to stop ignoring the over 50 population because they are "over-qualified" or whatever other excuse you tell yourself. #ageism #recruiting #leadership #learning #qualified

Here's a great example of a cohort, ripe for the picking, that's being virtually ignored by the #cannabis industry. And they have 💰💰💰💰 to spend. If the heart of your strategy says the Budtender holds all the keys to the city, you're likely to never secure a buy from this group. Stop spending your entire sales and marketing budget on trade shows and free samples. Instead consider, how, where and when you could connect with a specific consumer group, with a unique, value based offer. I'd bet, if an adult-use brand doubled down on serving this particular cohort with a modern wellness play, they would crack open a whole new market segment with little competition. 👀

Love this, Michael Clinton! If you see yourself in Michael’s post, I encourage you to get your estate planning done to stay in control, and keep your life the way you want it, no matter where your life’s journey takes you. Hey, marketers, advertisers and copywriters, this one is for you, too! Bravo!! #lifeyourway #business #success #thriving #longevity #healthspan #wealthmanagement #trustsandestates #livingwell

New year, new goals 📈! It’s 2024 planning season. And we’ve got some insider intel on what’s in (and what’s out) in advertising, marketing, media and creativity from the very best in the biz (our clients)... 🔮 ⭐ IN: Thriving mindsets, Humorous creative, Mindful purpose, Cultural relevance, Respect and more rights for Creators, Queer voices and Creators leading the way, Immersive formats, Virtual worlds, Data transparency   ❌ OUT: Surviving mindsets, Sentimental messaging, Self-promotional storytelling, Tokenism, Performative moments, Binary gender roles, Third party cookies    Read more predictions from our clients DAVID New York , EP+Co, Happylucky, My Code, New York Times Advertising and PPK in Adweek ➡️ https://bit.ly/48Fg68O Quad, Ep+Co, and PPK in Digiday ➡️ https://bit.ly/3H4WBeb And verb. and HappyLucky in Ad Age  ➡️ https://bit.ly/3RE0TxW Thanks to Paul Prato, John Cornette, Raquel Bubar, Ben Hennes, Victoria Jordan, André Toledo, Tom Krell, PhD, Sarah Morris, Joshua Lowcock and Yadira Harrison for sharing your insights.  📣 What’s on your 2024 bingo card for the ad industry? Tell us below! #advertisingandmarketing #marketing #media #Creators

How do you begin to identify your target market? Well, you can start by asking yourself these questions: 💣 Who do I want to buy my product? What’s the age range? Are they healthy or unhealthy? College or high school educated? How much money do they make? Do they have kids? 💣 Who will get the biggest value from my product? 💣 Could these people be repeat customers? Write these answers down, and then figure out how you get to these people (another post loading…) Once you look at your responses, you can start crafting a very niched audience. Pro tip: Color and gender IS NOT a suitable target market, i.e. “black women.” It should look something like this: black women 25-55, married, college or college plus educated, upper middle class, $175k+ income, health-conscious (works out 3/wk), has at least one kid, enjoys home-cooked meals… Go one step further and give her a name: Jessica. Once you identify “Jessica” as your target market, she is the only person to whom you speak. If you try to talk to Jesssica, April, Dana, Hope, and insert name here, Jessica will get drowned out and you’ll likely end up talking to no one. 👎🏾 Helpful? If so let’s dance, and start talking to Jessica. Comment below or DM me if I can help you get to her! #advertising #sales #marketing #smallbusiness

Even though products and services generally considered “taboo” are widely available and can be purchased entirely online from the privacy of your own home, many women are uncomfortable purchasing them and telling others they use these products and services. Why? Social stigmas. That’s why. They are a powerful force in the product and service world, serving as a literal wall between women and their communities. It doesn’t have to be that way. Brands are uniquely positioned to take that wall down, brick by brick, making it easier for women to talk about products and services that benefit them. Here’s how: Keep the stereotypes out of your advertising. It’s that simple. Show women as individuals, not monoliths. Empower rather than oppress. Show content that reflects the complex lives women live. Always do a bias check on your ad content, ask a woman on your team what she thinks, and show women’s lived experiences. Present evidence-based education about your products. Women want and deserve accurate product information. Share what’s relevant and what’s based in reality, not on a stigma or stereotype. Get your facts straight before you publish any product advertisements. Normalize the normal. Recognize and amplify the reality of the life she’s living. Remind her she’s not alone. And be proud of your product or service and the way it fits into her life. A well-crafted ad should meet all three of these recommendations, and Fancy’s team can do that lift for you. Email us for more information, and if you want to learn more about our research, check out our executive summary.

Collage Group research was featured in a new editorial authored by our own Vice President of Client Services, Zekeera Belton, in Ad Age! The main takeaway: sharing #Black #GenZ intersectional consumer insights as it relates to cultural transformation and media portrayal. Discover additional takeaways from our research shared in the article, and take time to review additional intersectional consumer insights, available via the link in the comments section below. Great editorial, Zekeera, and thank you Ad Age for the coverage! #marketing #mrx #diversity #inclusion #diversityandinclusion #marketresearch #marketingandadvertising #consumerinsights

The words we use hold a certain invisible power to them. Those close to me know how intentional I try to be about every single word choice, because they have both text book definitions as well as cultural meanings. Throughout my career, I've despised the words used to describe those who are, well, not white, cis-gendered, straight, able-bodied men. Minorities: Makes us seem small in size, we are not. Underserved: Makes it seems as if we need your charity, we do not, brands need US. Marginalized: We are not cast to the side, we are dead center and the new general market. Underrepresented: In some places yes, but not in the population as a whole, so let's not paint that false picture. Diverse: Nobody identifies as "diverse". That's a cop out, please stop. When speaking broadly, we at WORTHI use the term “underestimated audiences.” We gravitate toward this phrase because the word “estimated” is closely tied to valuation and business impact. When you underestimate an entity, you miss out on some sort of return due to a miscalculation of effort. I was talking about this term with Jameson Fleming at Adweek over the summer when we were catching up, and he asked me to write a piece on it, so here it is. Hope y'all enjoy! https://lnkd.in/gkaCAYcM

Rethinking Harmful Language that Diminishes Diverse Audiences A recent Adweek article by Myles Worthington provided an important perspective on the problematic language often used to describe marginalized communities.  Worthington explores how terms like "minority" and "underserved" can inadvertently diminish and "other" groups of people. These words suggest certain audiences are inferior or in need of charity, rather than empowered consumers. Instead, Worthington advocates using more specific language - naming the actual communities you aim to reach. He also proposes using the term "underestimated audiences," which reframes diverse groups in terms of their economic power and influence. He also highlights that there is commercial value, not just moral imperative, in authentically engaging diverse audiences. Their outsized impact on mainstream culture can benefit brands. This article is a call to action for marketers to reconsider language that may unintentionally yet harmfully reinforce limiting assumptions. Our words speak volumes. Let's choose them with care and humanity. I welcome perspectives on Worthington's critique and how we as leaders can model more inclusive language that sees the full value in people.