Women’s business: gender role
At the same time, it is foolish to deny that women are more likely than men to make important decisions, ranging from the choice of food, clothing, furniture, repair materials, and ending with real estate and technology. Does this world still belong to men? No matter how! And the trend of recent years indicates that women from the rank of buyers boldly and successfully migrated to the other side, literally in front of their eyes, rediscovering those business sectors that initially had a clear division into “male” and were inaccessible to fragile creatures. Nowadays, thin female fingers have firmly grasped the truly masculine branches of business, shaking off considerable fruits from them on emphasized emancipation and erasing the boundaries between the sexes, so it is worth considering two directions: a woman as a seller and a woman as a buyer. Let’s consider each of them separately.
woman as salesperson
Not so long ago, the lion’s share, if not the entire volume, of the world’s business assets belonged to men who did business in their usual gender circle and represented their interests by selling goods of the corresponding direction. Thus, the supply-demand system initially took a focus on male needs, and its development took place in a similar vein many years before women announced their desire to take on “male” professions, and what did this lead to? Opponents of emancipation said that this would lead to collapse and bankruptcy and only fanned the flames of sexism more, making many women’s startups and their participation in men’s business look emphatically democratic and unbiased. The reputation of purely male companies was also subject to criticism from the outside, which means that against their background, mixed teams looked more flexible and modern, demonstrating their ability to flexibly adapt to the new conditions that society puts forward and conduct business regardless of trends in society. Emancipation soon reached an unprecedented scale, and many opponents of gender equality had to admit that women can quite successfully influence business and run it on their own, but taking into account their innate qualities and accumulated genetic experience. So, for the first time, such an experience of introducing the female part into the team was carried out on the basis of dating sites. Initially, computer technology also had a masculine focus, and besides, it was an expensive pleasure, so most of the visitors (up to 80%) of the visitors to dating platforms, where the presence of representatives of both sexes in equal proportions was necessary, were men and only 20% were women, which created primary gender imbalance, but even if it did not exist at the beginning of this business, the Internet had little to offer women. With the onset of the 21st century, the picture has changed up to the opposite, and women, being housewives or being on maternity leave, began to occupy the niche of television and Internet business (the topic is revealed in David O. Russell’s film “Joy”). Understanding the needs of the female market has made women desirable in every industry, pushing them to the top positions in beauty, fashion and home products companies, and then expanding to other areas. Occupying high positions, ladies have learned a lot, but, as before, they rely on their existing successful experience (like men), so contradictions inevitably arise, because primary female marketing was formed in more comfortable conditions, which means that it itself took a course to improve the existing , expansion of choice, while the male was a pioneer and satisfied basic needs. This fundamental difference made it possible to form business lines: women’s, men’s and mixed.
The last one, capturing 100% of the volume of consumers, was the most successful against the background of general equality and differences in employee motivation. So, exclusively monetary incentives migrated towards decent wages, and emotional gifts in the form of travel, certificates and other small joys came to the fore (a similar system was used back in the USSR at large plants and factories, where employees were awarded kitchen utensils and crockery for labor merit).
Thus, the combination of male practicality and the desire of women to ennoble any undertaking in tandem worked with a bang.
Woman as a customer
The purchasing power of women of the upper and middle class has always been high and meant the purchase of goods related to everyday life and beauty. At the same time, advertising as such did not exist at that time and all capital movements were subject to fashion trends, with all this, the ladies were limited by the purchasing power of their father, and after that of their husband, which by itself left its mark on the attitude towards money and goods. In those days, women who could afford to make expensive purchases cared little about the role of a washing machine or dishwasher, because they simply did not encounter it. With the advent of the modern way of life, it is difficult to imagine a house without a washing machine or vacuum cleaner, which are from the category of luxury