Tag Archives: sexism
On the 12 sexist (and not-so-sexist) Christmas gift lists
Humbugs abound as I do my annual Christmas shop. Not because I don’t revel in the idea of finding exciting and unique gifts to shower upon my loved ones, but because everywhere I turn I’m confronted with ridiculous lists of ‘gift ideas for him’ or, indeed, ‘her.’ In honour of this horror, here are my 12 sexist (and not so sexist) Christmas gift lists.
On the first day of Christmas my true love/friend/mum/colleague who drew my name in the office secret Santa gave to me…
1. A Ryan Gosling tea-towel
That’s right, number one on the Prezzybox list of ‘stocking fillers for women‘ is a Ryan Gosling tea towel. Because if there’s one thing women love more than spending quality time in the kitchen, it’s drying pots and pans with a celebrity’s face. Bonus points for trying to persuade us to spend almost an entire tenner on a ‘stocking filler’.
Note that those who might not have been tempted by the Ryan Gosling tea towel might instead like chocolate pills. So what’s the equivalent for men?
2. Tabasco-flavoured chocolate
Luckily the man in your life can have chocolate in his stocking too, but none of this ‘chocolate pills’ nonsense. This sweet treat for your man is Tabasco-flavoured. According to prezzybox, to women chocolate is some sort of emergency medication, but to men it is a delivery mechanism for SPICY HEAT.
3. A gendered gift experience
For those with more money to spend, why not treat your loved one to a special day? They can go paintballing, if they are blue, or for afternoon tea, if they are pink. Boots actually gets bonus points in the ‘trying not to be too sexist’ stakes, because when you click on either of these panels they take you to the same page. If they get rid of the pink ‘for her’ and blue ‘for him’ landing pages next year, Father Christmas might take them off his ‘naughty’ list.
4. A mug that kills women who touch it
There’s nothing more traditional than a mug with a crap slogan, and iwoot (the website formerly known as I Want One Of Those Dot Com) has come through with a few. Their gifts for him offers the ‘man mug‘. It comes complete with spirit level, to check how horizontal your masculinity is. It also has a sign on the bottom which makes it absolutely clear the mug is Not For Girl -, I can only assume that if a lady drinks from it, she is instantly poisoned:
Still, ladies mustn’t worry, because if they’re lucky then they’ll get a mug in their stocking too. For women iwoot suggests this ‘Little Miss Giggles’ mug (spirit level definitely not included):
5. Virgin experiences
If you’re after a special day out, Virgin’s one-upped Boots and does indeed have special, separate pages for women and men. Phew. No more wading through spa days when you want to buy a dude a day out: it’s cars and paintball almost all the way. I say ‘almost’ because… what’s this?
That’s right – a special afternoon tea. Not one of those boring ladies’ ones with sandwiches, no. This one has been (as the copy explains) ‘designed to satisfy a man’s taste and appetite’. Which it turns out means switching sandwiches for mini toad-in-the-hole. Oh, and illustrating the ‘tea’ with a picture that contains ‘beer’. Although, according to the copy, there will only be a choice of tea or coffee, there is beer in the picture because that is what men like. See below.
7. Beer, glorious beer
How much do men like beer? A lot, according to totallyfunky.co.uk.
Of course these beer-related items only appear first because the list is alphabetical, and if you scroll down further you’ll see that men also like Darth Vader and eating out of dog bowls.
So that’s Christmas sorted for your dad/brother/husband etc. But what should you get your daughter? Totallyfunky suggests bath products, gloves, and a shoe that you put a spoon in. Or you could go for…
7. Anything to do with One Direction
If the lady you’re buying for is a bit too young for the Ryan Gosling tea towel, The Works has you covered. With One Direction. EVERYWHERE.
Of course, boys don’t like One Direction, so instead they get dinosaurs and helicopters.
8. Not-so-sexy underwear
One of my personal bugbears is that when it comes to Christmas underwear, straight guys are encouraged to buy something sexy, slinky, and sensuous for their partners, whereas straight women are offered a selection of comedy Christmas socks or hilarious cock-cosies with which to wow him. This red-hot image brought to you by TopMan…
9. A world I don’t want to live in
Onwards, now, to presentfinder, where boyfriends are ‘difficult’ and girlfriends are ‘gorgeous’. It’s tricky to compare these gifts because they’re all so twee and quirky, but essentially we’re being asked to believe in a world where men like booze, money and edible tits which come in a tiny metal box:
While girls like pink VW camper vans, and being given plasters for Christmas.
Is there a better way to write Christmas gift lists?
If we say to shops “hey, this Christmas gift list is a bit sexist, isn’t it?” their response will most likely be “but it has to be – this is the stuff you’re searching for, and the stuff you end up eventually buying. If we were to stop being twats about it we’d never sell anything.” Which is partly true. We do search for ‘Christmas gifts for her’ and ‘Christmas gifts for him’ (although it looks like we’re doing it less each year).
But that’s not to say they can’t grab our attention in other ways. It’s more than possible to market effectively without descending into lazy stereotypes. Even at Christmas.
To round off the twelve, here are a few examples of shops that, I think, are doing it better.
Not-so-sexist Christmas gift lists
10. Lovehoney’s underwear hot-off
As mentioned above, I dread the ‘Christmas underwear’ thing. Mainly because it seems the idea is for a woman to receive something sexy and lacy and beautiful, and a man to get a comedy santa-hat for his bellend.
So credit, then, to Lovehoney. As a sex toy retailer, it’d be pretty hard for them to not split their toys by sex, given that so many of them depend on the sex organs that you have. So their ‘gifts for her‘ and ‘gifts for him‘ pages make sense. But on top of that, they also have the same feel: these gifts are genuine gifts for people. It’s not split by comedy vs sex: there are genuinely sexy pants for the guys, and toys that individuals will actually play with (rather than giggle at) on both sides of the sex divide.
UPDATE September 2017: Well this is very embarrassing. It’s actually not necessary to split sex toys by gender – it’s far more helpful to split by category in this instance too. Not only because there’s no need to list out e.g. ‘butt plugs for men’ (spoiler: butt plugs can be used by anyone who has a butt) but it also excludes trans and non-binary people.
11. Argos
To show it’s possible to sell children’s toys without painting half your website pink and shouting “YOU WANT TO BE A PRINCESS, DON’T YOU, PRINCESS?!” here’s a picture of the Argos ‘toys’ menu:
Do you see? Toys divided by category, brand, age and popularity. If you can find any hint of gender segregation there I’ll give you a mince pie.
12. Marks and Spencer
Correct me if I’m wrong, but I’ve had a peruse of the M&S ‘Christmas’ page, and I can’t find anything that is unnecessarily gendered.
It appears that the nation’s favourite place to buy socks and knickers has resisted compiling lists of ‘gifts for him’ and ‘gifts for her’. They stick to ‘men’ and ‘women’ for clothes, which is understandable given that’s how they split it in the shops, but there don’t seem to be any lists of gifts ‘for him’ or ‘for her’. The only page I can find where they categorise gifts is by personality. “Gifts for foodies”, “Gifts for gardeners” and suchlike.
For that they get a gold star to stick on top of their Christmas tree.
The examples above are, of course, the product of my own frequently-flawed opinions and half-arsed research via Google. But I’d welcome any more examples (especially ones of shops who do it well) in the comments or via Twitter. Please tag them with #RyanGoslingTeaTowel, because Christmas should be FUN.
How to not be sexist at Christmas
Every good Christmas story has a moral, and this one’s no different. Just as it’s possible to sell toys without labeling them ‘for boys’ and ‘for girls’, it’s more than possible to flog your Christmas deals without assuming that men want beer and women want bubble bath. Not only will you get my admiration if you split your Christmas deals by personality, you’re also (prepare for a shock) making it genuinely easier for me to find the perfect present. After all, we’re not painfully simple creatures: we usually know more about the person we’re buying for than simply what gender they identify as.
I know that Sarah likes cooking, Bob likes cosy sleepwear, and yes, Ashley is a big fan of both Ryan Gosling and drying dishes. It’s a damn sight easier to find these presents if you narrow it down by something useful.
On ‘all feminists’
There’s a lot of bullshit spoken about lots of things, and never is the quantity of bullshit larger than when it comes swiftly behind a statement that ‘all’ people of a certain type are a certain way, or have certain problems. Sure, catch-all statements are often a handy shortcut, but the more you try to crowbar into that statement the greater the chance of it stinking like a dungheap.
So, in light of Some Things I Have Seen On The Internet Recently, I feel compelled to highlight a few things about feminists. Specifically, things that – while true of some of us – are categorically not true of all of us. Here are some things that ‘all feminists’ are not:
Subject to unrelenting abuse
Some people are showered with quite horrific and appalling abuse on the internet. One of the many things that ignites the ire of a miserable and hate-filled human is a woman who not only has some opinions but has the temerity to actually say them out loud. Why, it’s enough to make them want to commit a criminal offence on Twitter. This behaviour is, naturally, disgusting.
However, I’m worried that the total shitstorm of the last few days, while fantastic at highlighting what is a genuine problem for many people, has been painted by the media as a problem for ‘feminists’ (as evidenced by the fact that articles on the topic nearly all seem to refer to a ‘feminist journalist’ or ‘feminist MP’, as if a feminist is a surprising and unusual thing to be). People behaving appallingly to each other is not just a problem for feminists – it’s a problem for our entire society. Moreover, although many of the most prominent victims of Twitter threats are loudly and proudly feminist, there are many people who receive this kind of abuse who are not.
Additionally, I want to point out that although being a loud, stampy feminist might mean you’re more likely to be targeted by a subset of antisocial cockwipes, you aren’t guaranteed to get this treatment just because you are a feminist. Why is it important to say this? Two reasons:
– I don’t like the implication that you could make the abuse stop by just calming your feminist views down a bit, or shutting the hell up.
– I don’t want to think that there are people who’ll be too scared to talk about their opinions because a few unconscionable cunts fire all-caps hate-tweets at prominent women.
You might get shit: you might not. I just want you to know that it’s not guaranteed, and it’s not something you can prevent just by not having an opinion. On to the next thing ‘all feminists’ are not:
Women
Some of my best feminist friends are men, and all that. More importantly, these feminist men fall into the same camps as the people in the previous category: some of them get awful abuse and threats on the internet, others don’t. There is no way of predicting or preventing this stuff on an individual basis. Whatever your views on how we, either technologically or as a society (or both) deal with the problem of online harassment, there’s never a way that you, as an individual, can prevent this.
Fighting all of the time
Another thing ‘all feminists’ aren’t doing. There’s a big discussion going on about how we deal with internet harassment. I’m undecided on the best solution because – as with most complex issues – there is nothing that leaps to the front of my mind and screams “BUT THIS IS SO OBVIOUS AND HAS LITERALLY NO DRAWBACKS.” Naturally, there’s debate – sometimes heated. However, it depresses me that the nuanced, carefully thought through arguments from a number of intelligent people have been boiled down into either ‘feminists are fighting with each other over a Twitter button’ or, even more worryingly ‘feminists are fighting everyone else over a Twitter button.’
It’s a fucking debate – we’re all supposed to be fighting. And I think, when this many people are involved, you can reliably say that this isn’t a ‘feminist’ issue – it’s a ‘people’ issue.
The same
As evidenced by the fact that a feminist can be male or female, pro- or anti-Twitter button, troll, trolled or indifferent, it’s fairly safe to say we’re not all the same. I appreciate that ‘feminist’ is a handy catch-all for some issues, but this definitely isn’t one of them.
It’s a people issue. It’s not a niche interest or campaign that we can cheer on from the sidelines but ultimately will never affect us: it’s about how we as a society behave towards each other, and we all – feminist or not – need to get stuck in.
On every woman’s dream
Here are two apparently conflicting statements. I would like you to read both of them and decide which one is true:
- Heterosexual women are incredibly complex and almost impossible for men to understand.
- Heterosexual women all share an identical dream of the man they would like to be with.
Well done to anyone who said ‘neither’.
I don’t like dealing in absolutes. Unless we’re talking about pure mathematics, we’re pretty much bound to be wrong. All women are not X, and all men are not Y. Yes, we’re all pretty complex, but pretending that one particular gender is impossible to understand is like claiming we can never know what someone’s favourite colour is.
The only way you could go through life believing the opposite sex (or, indeed, any arbitrary subset of human beings) to be incomprehensible is if you refuse to ever speak to any of them.
So that’s number 1 dealt with. On to number 2 – the ‘ideal man’ scenario.
Every woman’s dream
Today the Sunday Times published a list entitled ‘Every woman’s dream‘ – a handy checklist for straight men on what sort of person they needed to be in order to proudly wear their ‘Mr Right’ badge. I should point out that the addition of words such as ‘straight’ and ‘heterosexual’ are mine, and added for clarity. According to this Sunday Times list, women who identify as anything other than ‘straight’ either don’t exist or were not consulted when their clearly thorough and painstaking research was conducted.
Here’s what the Sunday Times thinks ‘every woman’s dream’ man does:
“He has a well-developed protective instinct, as in the arm flung across the passenger seat in the event of a sudden stop.”
Protective? Or just a bit odd? If he was both protective and sensible he’d have checked that I was wearing a seatbelt in the first place. Moreover, I have survived for twenty nine years on this planet without men flinging their arms around me, shepherding me across the road, or cutting up my fish before I eat it lest I choke on a stray bone – I can protect myself fairly well, thanks.
“He can carry off fur trims, designer flip-flops, hair ties and hairbands, jewellery, cashmere hoodies and a man bag.”
There might be some women who dream of a man with a honed sense of fashion, but some of us couldn’t give a Fcuk. I’m happy if a boy is capable of putting his trousers on before we leave the house, and sensible enough to wear a coat if it looks like it might rain. And as for carrying a ‘man-bag’ – I despise the arbitrary inclusion of gender with this particular accessory. He does not eat with a ‘man-fork’ or wash in a special ‘man-bath’. My dream man just carries a ‘bag’.
“He is not scared to buy you underwear in M&S in an emergency – but will not step inside Farrow & Ball in any circs.”
I don’t know what Farrow & Ball is, but my dream man certainly doesn’t use the word ‘circs’.
“He considers the dustbins his department, but can also put flowers in a vase in a crisis.”
A man who considers the dustbins ‘his department’ is likely to be the sort of man who considers the hoovering to be ‘my department’, and is therefore probably an utter prick. My actual dream man considers all household chores to be a tedious waste of both of our time, but something we might as well do together to finish them quickly.
“He can buy presents without consulting his secretary/sister.”
Interesting. That’s true – my dream man is capable of doing that. But I wonder, dear readers, why the word ‘secretary’ was so casually thrown in here. Could it be possible that the author is assuming a) quite a few men have secretaries, because we are after all still living in the 1950s and b) all secretaries are women, hence why a man might turn to one in order to seek help with a gift?
In reality, men are perfectly capable of choosing gifts for people they know. Present-selection is a simple task, along the lines of ‘buying one’s own clothes’ and ‘paying the gas bill’ – it is not a rare skill possessed only by women and the crème de la crème of masculinity.
“He can look after three kids on his own.”
This, Sunday Times, is not ‘dream man’ material. This is ‘absolutely fucking basic’ material. If you have three children with someone and they are incapable of looking after them without you there to supervise, it’s not a shame: it’s an outright tragedy and one on which you should probably seek advice. Men are not bumbling, child-fearing buffoons – they are grown adults. And, like women, they produce and rear children.
“He drinks but never gets drunk.”
This dream man has a liver that surpasses our current expectations of human biology.
“He is open to yoga and meditation, Pilates and hypnotherapy…”
Because women are, naturally, obsessed with exercise techniques and borderline woo.
“He can do basic DIY and plumbing.”
Fair enough on this one, to be honest. My dream man can do this. But that’s because my dream man is a human, and I think it’s quite important that humans are capable of carrying out basic household tasks without crying in a corner.
“He finds strong women sexy.”
I’ll finish on this point, because it’s the most outrageously contradictory of the lot.
My own ‘dream man’, as it happens, does find strong women sexy. But then I’d bloody well hope he would because I am a strong woman, and if he didn’t find me sexy then he’d no more be my dream than he’d be a carton of cottage cheese. Clearly what this means is ‘your dream man should find you sexy’. A tautological statement if ever I heard one.
But if he finds strong women so sexy, why on earth is he insisting that the bins are ‘his department’? If he thinks I’m strong, he should realistically understand that I’m capable of emptying a dustbin without being permanently traumatised. I’ll be honest, Sunday Times, not only does the notion of a ‘dream man’ belong firmly in the dustbin that is ‘his department’, but the guy you’re describing sounds like an incomparable, inconsistent prick.
On workplace touching, and what women don’t want
I don’t want you to hug me in the office. In fact, unless we’re pretty damned close, I don’t want you to hug me at all.
I’ve been called ‘standoffish’ because I’m not the sort of person who responds well to being hugged. I dread that bit at the end of parties, where everyone’s just pissed enough to think they’re better friends than they actually are, and some person I’ve spent about twenty minutes chatting to screeches “Byeeee darling, it was amaaazing to meet you” before forcing me into an awkward cuddle.
Maybe this makes me odd, but I don’t actually care. Whether my aversion to being grabbed by random acquaintances is odd or not, you need to respect that. And I mean respect it properly, not just acknowledge and then ignore it. I’ve lost count of the number of times people have said to me:
“I know you don’t like hugs so I’ll just do it really quickly.” or even “Hey, come on, it’s only me. Gizza hug.”
I don’t want to. I’ll do it if you make me, but I’ll hate it, and I’ll resent you for thinking that our acquaintance counts for nothing if I’m not willing to awkwardly squash my chest against you at the end of a night out.
Back to the office.
The rules about touching your coworkers
You don’t need to be told not to rock up late for an interview to know that being late for an interview is a bad thing. Likewise, you don’t need to be told that stroking a colleague’s thigh, patting them on the arse, or putting your arms around them might make them a tad uncomfortable.
I’m writing this blog as a plea for common sense. Because since the ex-chief-exec of the Lib Dems has been accused of inappropriate workplace touching (an accusation which, for legal reasons, I shall point out he has denied) there’s been a lot of bullshit spoken about how difficult it is to know when a touch is inappropriate. A few guys have plaintively cried for guidance.
“But how do we know?” they say. “How can I possibly tell whether one of my work colleagues wants me to touch her, or whether she’ll be offended?”
The answer to this question is: you don’t, unless she expressly tells you. At no point during the working day can you be 100% certain that a female colleague wants you to touch her. Whether she’s in the middle of an email, chairing a strategy meeting or – like me – trying to inch her way closer to the biscuit plate during a particularly long PowerPoint presentation. It’s not like a green light goes off over her head if she fancies you and is up for a quick squeeze.
But, and I cannot possibly stress this enough, the fact that you don’t know is inconsequential. You hardly know anything, none of us do. The boundaries of our knowledge are tiny and the realm of the unknown is vast. Yet somehow most of us manage to get through every day without sexually harassing random members of the opposite sex. We’re not special, we don’t have knowledge that you don’t, and nor are we telepaths; we’re just not arseholes.
To use the ‘we can’t possibly know’ defence for any kind of inappropriate touching, whether inside or outside the workplace, is the largest pile of bullshit I have ever scrolled angrily past on the internet.
The impenetrable mysteries of how not to be a creep
We don’t go through life understanding exactly what other people want from us at all times. Sometimes we take risks, and do things that might get us into trouble, and other times we are cautious. The key thing is to assess whether a risk is worth taking – not just for you, but for the object of your affection as well.
That girl sitting at the bar might reject you, or burst into tears if you go and chat to her. But the risk of these things is minimal, and you’d be unlikely to offend or harm her by saying ‘hello.’ So you don’t grab her arse. You don’t call her ‘babes’. You don’t shout ‘OI OI!’ from the other side of the room. Because all of these things are high-risk, potentially high-harm situations. So you just say fucking ‘Hi.’
Likewise, you don’t offer to spank a woman on a first date. You try and ease the conversation round to spanking, in a non-threatening way, to see if she might be up for it. You don’t grab a girl’s arse on the tube. You talk to her, try to work out if she fancies you, talk to her some more, and then ask for her number if you get the right signals.
In any of these situations you might fuck up – go in for a kiss at the bar and watch as she leans away and says ‘I’m sorry, I’m not that into you.’ Bring up spanking and have her tell you you’re not her type. And this is fine – these mistakes, while embarrassing, don’t actually cause any harm.
Whereas if you just go up to a girl, grab her tits and then cry ‘how was I supposed to know?!’ when she runs for the hills, then you are a stupid, stupid cunt.
To err is human, but to pretend that women are so complex that you can’t even try to empathise? That’s pathetic.
Work is a non-contact sport
In my ideal world no one ever touches work colleagues. But that’s because I am ‘standoffish’, and would rather find my fun outside a building in which I’m supposed to act like a professional. I wouldn’t ban workplace touching, because I’ve witnessed office romances that have worked. At some point during the blossoming of that relationship someone laid a hand on someone else’s knee, or leant in for a kiss at a Christmas party, and took a small calculated risk.
But you know what? That successful person, who ended up marrying their office sweetheart and living happily ever after? That was almost certainly the person who held back, who waited, who had enough respect for their colleague not to gamble on a fumble before they could be sure the touch was wanted.
The successful person was patient, respectful and empathetic. He certainly wasn’t the kind of twat who’d jump on a woman in the stationery cupboard, get sacked, and then whine about how unfair life is, and how hard things are, and how he’ll never understand just what these fickle women want.
On adverts for the ladies
WOMEN! Do you want to buy some PRODUCTS? Well I’ve got something for you – yes, you. You can tell it’s for you because I’ve made it REALLY OBVIOUS by slapping words like ‘fresh‘ and ‘delicate’ all over my packaging and – if that’s not enough to penetrate your fresh, delicate brains – I’ve even painted it pink. Let’s talk sexism in marketing.
It’s like this other thing, but for girls!
Girlified versions of normal things make me spit rage. They stem from a recognition that some girls like X, coupled with an assumption that by golly! They’d like X even more if it came in a slightly smaller/pinker/healthier version.
I’m going to say this really clearly: girls like all kinds of shit. So do guys. You don’t have to limit yourself to an all-male market just because your product involves engines, red meat or RAM. Equally, if you want to make your product appeal to women, you don’t need to dress it up in spangles and call it ‘mini.’ Because the tables are turning, people, and not only will it actively turn a lot of women off your products, quite a few of us get justifiably annoyed and will write angry blog posts about your patronising ad copy.
A female-friendly mindset: sexism in marketing
My rage-sensors were alerted to this by a friend of mine who sent me the ad for STK London. In case you aren’t as eye-bleedingly cool as the people who came up with the name, STK means ‘steak’. It’s a steak house, but with a mind-boggling twist:
STK London boldly proclaims that it has a female-friendly mindset.
A what? Are other steakhouses actively barring women? Do they have large, angry sexists positioned outside the doors holding neon signs that say ‘no chicks’? If so, I could see why a ‘female-friendly’ mindset might help distinguish this restaurant from the competition, but no. Sadly, the ‘female-friendly mindset’ is summed up by this quote from their website:
STK offers small, medium and large cuts of meat, as well as naturally raised options and market fresh fish entrees.
Translation:
We’re appealing to women who like steak by offering them a) smaller portions of steak b) slightly different types of steak and c) something that is not even fucking steak.
B is understandable (although I am struggling to work out why they think this ‘naturally raised’ options wouldn’t appeal to some men too), but a) and c)? You’ve got to be shitting me.
This isn’t a restaurant aimed at men or women. Initially confused, I wondered if it had been designed by confused male advertising executives who love steak but have never met any actual women. They’re trying to create their ideal steak restaurant: a sort of picture-book fantasy where women in skintight business attire munch sexily on tiny, feminine portions of ‘steakette’.
And then I saw their YouTube advert, and realised that I was spot on.
Buy my product now, there’s a good girl
And so neatly onto my second example: Lord Sugar, (a British businessman who used to sell a brand of computer you’ve never heard of) sent a tweet this week that’s surely going to have 1950s secretaries giggling into their typewriters:
Women, why not get the boss to buy you all a small gift for Christmas to show appreciation for all your hard work bit.ly/VTBv2D
— Lord Sugar (@Lord_Sugar) November 19, 2012
Unfortunately for Lord Sugar, women didn’t take too kindly to his suggestion that they celebrate Christmas by persuading their bosses to buy them nail files. Sugar himself is probably wondering if they’re all on their blahddy periods or something, so for the record here’s what’s wrong with that tweet:
– it’s incredibly patronising. Assuming that someone’s boss would buy them a nail file for a job well done implies that the job itself is of incredibly low value. Think ‘assistant’ rather than ‘boss.’
– the product itself has been ‘girlified’. Nail files? They’re for women, so let’s paint them pink. Forgetting, of course, that many men file their nails too. Apart from being patronising and sexist, it’s a marketing technique that risks alienating vast numbers of people (i.e. men who file their nails) so that they won’t end up buying the product.
‘Limiting the market just to women’ is a terrible business idea. A TERRIBLE one. How do I know this? Well, it was exactly the reason Lord Sugar himself gave for the failure of the losing team on last week’s Junior Apprentice.
The hapless teenagers had to pitch a cookbook to booksellers. One team decided to go with a cookbook ‘for professional women.’ In a scene I rather hope a lot of ad professionals watched, every single member of the market research group said ‘why just women? Surely men like food too?’ But apparently not.
The team, against all advice to the contrary, decided that Professional Women were a niche market that needed to be targeted with something radically different. Something that only women like. Clearly taking a leaf out of STK London’s book, the food they selected for these women was ‘quick, fresh and healthy’.
I won’t go into the details, and I don’t want to pick on these poor youngsters – they’re clearly doing what they see ad execs and marketing people and ALAN FUCKING SUGAR doing all the bloody time.
The point I’m making is that Lord Sugar shitcanned them. He criticised a bunch of 17-year-olds for making patronising assumptions that even fully-paid-up restaurant marketing executives make. Moreover, a mistake that he made himself just one week later by tweeting “Hey ladies, get your generous bosses to give you a pink nail file as a Christmas bonus.”
I won’t buy your shit just because you painted it pink
Marketers, you’re way better than this, you know that? There have been some masterpieces of advertising created in the last 5-10 years. Ads can make us laugh, cry, reminisce, and – yes – more often than not open our fucking wallets.
But you don’t need to stoop to this level. You don’t need to patronise women and imply that we’re incapable of enjoying certain things unless they’ve been packaged for us, labelled ‘fresh’ and covered in sparkly glitter. Sure, some people might want pink iPod nanos or lilac convertibles, so make ’em if you want to, just don’t label it the ‘ladies version’. You’ll piss off a lot of ladies, and more than a few pink-loving men.
You need to become more varied, more interesting and more inclusive. But even if you can’t reach these lofty heights, can you at least try to be better than a bunch of terrified teenagers on The Apprentice?