Zeno Group Blog

As the health care debate continues, women’s issues are taking center stage. Now, more than ever, women are key stakeholders and must remain engaged.

This week Sen. Barbara A. Mikulski (D., Md.) offered an amendment that would require insurers to cover more screening and preventive care for women, with no co-payments. According to a Dec. 1 New York Times article, “Senators Pitch to Women and Elderly on Health Bill,” Mikulsi said, “Women often forgo those critical preventive screenings because they simply cannot afford it, or their insurance company won’t pay for it unless it is mandated by state law.”

But not so fast, according to the article, Sen. Kay Bailey Hutchison (R., TX) criticized Mikulski’s proposal which would develop comprehensive guidelines recommending preventive care and screenings for women, saying it would “allow yet another government agency to interfere in the relationship between a woman and her doctor.”

The New York Times Economix blog’s November 30th post, “Sex, Abortions and Health Insurance,” by New York Times blogger and University of Massachusetts economics professor, Nancy Folbre, noted that the Stupak-Pitts amendment in proposed House legislation that would prohibit companies from offering policies covering abortions in subsidized health insurance exchanges.

Folbre included comments from Wellesley economist Phillip Levine’s recent New York Times Op-Ed which labeled the controversy a “false alarm” stating that, “If health insurance reform passed, after all, the expansion of medical services to low-income women, including improved family planning services, would compensate for the risks of paying for abortions out-of-pocket.”

Folbre stated that she was “unconvinced” noting that “neither of the bills currently before either the House of Senate mandates coverage of contraceptive services, pelvic exams or counseling for sexually transmitted diseases.”

Regardless of where you stand, one thing we can all agree on is the importance of women’s health issues. It will be interesting to see how the debate plays out and how it ultimately affects women.

One of the most unfortunate effects of an economic downturn is the increase in domestic violence. But there are signs of hope, thanks to the efforts of the National Network to End Domestic Violence (NNEDV) which is making great strides to increase awareness and reduce acts of domestic violence.

Sue Else has been the President of NNEDV since 2006. She started her career in the field as a volunteer at a battered women’s shelter in Ames, Iowa while earning her Bachelor’s degree in psychology from Iowa State University. She was eventually hired as the volunteer coordinator at the shelter—one of two paid staff positions—and quickly became the Executive Director. Later, she moved to Kansas City, Missouri and served as President and CEO of Hope House for 18 years.

She recently sat down to discuss the organization’s work in the last year, providing insights on the challenges overcome and those that lie ahead.

Q: What are the core services NNEDV provides?
A: NNEDV started as a policy arm of state coalitions against domestic violence, to advocate for the passage of the Violence Against Women Act, which was introduced by then Senator Joe Biden, now our country’s Vice President. We were created to monitor, watch and affect legislation on all key issues that deal with family violence, such as housing, safety, health insurance and most importantly national domestic violence legislation. In addition, we work with state organizations to monitor what is occurring at the state level and what type of effect it could have at national level.

We also focus on issues surrounding training and economic literacy. For example, through our partnership with The Allstate Foundation, we provide survivors with economic literacy training, an important empowering skill for abused women. In many cases, domestic violence occurs – and is perpetuated – by the fact that the victim does not possess sound financial skills, and therefore depends on the abuser for economic support. (For more information on this program visit www.nnedv.org/projects/allstatefoundtion.html.

Another area where we provide support and training is around the risks and benefits that everyday technology provides. Working with survivors of domestic violence and advocacy groups, as well as police departments, we help educate how technology plays a role in domestic violence. For example, many women don’t know that a simple electronic greeting card sent to them can contain Spyware, allowing their abuser to monitor their email traffic. Or that police departments can use the GPS tracking system inside of a cell phone to find a missing person.

Q: Why is NNEDV’s work so important? Are incidents of domestic violence on the rise?
A: Our work is needed and important no matter the time or place. In the U.S. there are 2.3 million cases of domestic abuse in a year. One in four women in their lifetimes will experience domestic violence in some manner. In one day alone, local programs provided service to 61,000 domestic violence victims and answered over 21,000 crisis hotline calls.

Unfortunately, each day people lose their lives to domestic violence. Due to societal pressures and family matters, many people don’t talk about the subject. There is far too much blame felt by victims of domestic violence. The constant question — “Why didn’t she get out sooner?” – continues this myth. Women represent roughly 85 percent of domestic violence victims, but men can be victims, too.

Creating awareness and talking about domestic violence is so important if we want to end it. Domestic violence has a high cost to our economy, people lose work productivity due to it, healthcare costs are a higher and children who come from families that have domestic violence issues tend to do poorer in school and are more likely to join gangs.

Q: What new initiatives are on the horizon to broaden people’s knowledge of domestic violence?
A: One very important and exciting new development we have is that there is a new White House advisor on violence against women, Lynn Rosenthal, who also served as the former Executive Director of NNEDV. This is such a tremendous leap for us because we now have a touchstone for our work inside the White House, something that we never had before. This allows us to galvanize greater support, advocacy and understanding about domestic violence issues than ever before.

We’re also reaching out to the media through a project supported by The Allstate Foundation. We are educating members of the media on the importance of using language that does not stigmatize or place blame when domestic violence is reported. For example, the use the word “dispute” is often used to describe domestic violence, when in fact this is not the case at all. A better example is the recent “messaging” around the Chris Brown and Rihanna case in which the media confused the issue blurring the line as to who was to blame.

Q: What is the best way that companies and non-profit organizations can work together to build partnerships to combat domestic violence?
A: Getting involved with a cause holds some great benefits not only for the local shelter or group by providing needed services or money, but it also provides the partnering organization positive benefits by raising their profile, as well.

Another way that organizations can become active in addressing violence in the workplace is to create policies and procedures that help employees. For example, if a women is being stalked, her employer should provide a security guard to walk her to her car each night when she leaves work, allow for time off for her to go to court to handle any legal issues, or create a domestic violence education program within the workplace to heighten understanding.

Other simple, but effective, steps include taking up a collection for a local shelter, becoming a board member at a local program to put your skills to use, offering to drive a domestic violence victim to a doctor’s appointment or court case, or just volunteering at a local shelter.

Q: What are the shifting trends that you see emerging in public policy issues related to domestic violence?
A: The White House advisor is a positive. We do, however need legislation specifically designed to help teenagers. There is increasing abuse, and even death, at the teenage level, and we need proper protection orders and curriculum in the school systems to educate families and teens about domestic violence. Many teens don’t feel comfortable going to their parents, and the only way now that a teen can do anything in most states is to have their parents file the necessary report.

Finally, there is a lot of legislation within the criminal justice system for violence against women. That legislation doesn’t address ancillary issues like housing and finances. We are seeing an expanded effort to serve victims of domestic violence beyond the criminal justice system. For example, efforts are underway to protect victims from getting evicted from housing or losing access to their money due to domestic violence incidents.

When you are fighting breast cancer, you get overdosed and overdone by many things. You are flooded by drugs and therapies and yes, the color pink. In doctor’s offices, infusion rooms and radiation centers, pink ribbons adorn everything from literature to nurse’s uniforms. During my treatment four years ago, I started to hate the color. Well-meaning friends sent me endless pink gifts all bedecked and often bejeweled with the ribbon. Pink T-shirts and bracelets, balloons and flowers, hats and scarves were lovingly sent. My bedroom began to resemble a little girl’s pink decorating scheme.

On my last day of chemo, I expected a pink balloon drop or shower of pink confetti. But none came. I realized that the celebration was not in the end of treatment, but in the start of a new chapter. Pink took on a new meaning at my first breast cancer walk. I was immersed in a sea of survivors and friends and family and yes, pink. Everywhere. On hats, banners, signs, balloons and the endless posters carried by survivors and friends. It was overwhelming and beautiful. Incredibly beautiful. So as we approach Breast Cancer Awareness Month, I say bring on the pink. I may not be wearing it myself, but I will be proudly walking with other survivors, doing my part to raise awareness, taking my medications and moving toward the incredibly wonderful pink light.

I love demographic terms and the names marketers come up with to define consumer categories. Recssionistas have garnered significant attention from companies and press. The question is not only how women are shopping today, but when the recession ends, will they ever return to former buying patterns? As the mother of two teenage daughters who view shopping as a competitive sport, leaner times have given us a chance to review and rethink how we buy. We continue to remain brand loyal, but shop smarter. Like other consumers, we search for the most competitive prices of the products we love. We find great satisfaction from extending our dollar in as many ways possible. With the passion of big game hunters, we are on the prowl for “the deal.” While we may spend more as the economy rebounds, our new found quest for great buys, will remain. The message to companies is help consumers feel good about shopping by providing value and appeal to our sense of deal-hunting.

I’m in Orlando this week with our client, Evenflo, at the annual ILCA Conference (International Lactation Consultants Association). More than 1,000 experts in the field of breastfeeding have come together to share information, hear from others in their industry, and connect with companies to learn about products and services that can help them better serve their clients: breastfeeding moms.

Being here, I’m reminded of the importance of and value in engaging influencers when trying to connect with moms. In the virtual world of blogs, Twitter and Facebook, it’s sometimes easy to forget that these “real life” influencers still play an important role in mom’s world. The lactation consultants attending this conference have a huge impact on a new mother’s behavior patterns and purchasing decisions. Moms turn to these trusted experts to supply helpful, credible information that will improve their mothering experience. The same holds true for nutritionists, child passenger safety technicians, and any other knowledgeable, expert figure in a mom’s life.

The question is, how do you engage these influential experts to develop a meaningful relationship with your brand? Like any worthwhile relationship, it needs to be a two-way street. What can you offer them of real value?

We’ve been entertaining the ILCA attendees (and ourselves) with, “Give it your Breast Guess,” a Jeopardy-style trivia game about all things breastfeeding. Apart from it being a ton of fun and a great way to attract visitors to the booth, it’s generated a lot of attention from lactation consultants interested in using the game to educate their clients.

The next time you look to engage an expert audience with your brand, think beyond your product line to what you can offer them that will make their lives, and their clients’ lives, easier, better, happier or more efficient. It will go a long way in building a long-lasting, mutually beneficial relationship.

Last night, Chicago’s most savvy marketers turned out at Lux Bar where Zeno Group co-hosted a party with Chicago’s Michigan Avenue magazine, in honor of author Bridget Brennan’s new book on marketing to women, “Why She Buys.” The book helps brands, marketers and communications professionals put information, research, insights and resources to work for their businesses and brands. Prior to her current position as CEO of Female Factor, Bridget was a member of the Zeno Group family. During this time, she had a vision to start the first public relations practice area dedicated to the pursuit of marketing to women, Speaking Female at PR21, now Zeno Group.

Since then, her “baby” continues to grow. The Speaking Female practice at Zeno Group is thriving and continues to develop smart and effective strategies for our clients that reach that critical decision maker in the household – women. During the evening, Bridget shined a spotlight on how emerging societal trends, such as rising divorce rates and the shrinking size of the American household, impacts women…and more specifically, marketing to women. But, first and foremost she advised that no matter what trend you’re trying to keep up with it all goes back to gender. So, do you Speak Female? She’s listening. Are you? To learn more about the book, check out a recent review from the Wall Street Journal.

Ever since Nielsen released its latest study on Moms and social networking, I have been mulling over the dramatic inflection point of motherhood. Motherhood, more than any other time in our lives, allows us to share the most intimate parts of our lives with total strangers. From walking in malls, to online communities, we solicit and provide advice like experts. A mother of a newborn with colic can suddenly become a support system for moms just beginning the process of, “why won’t she stop crying?” Social media, more than mommy groups, enables moms to hyper target communication with other moms at the exact ages and stages.

From breast feeding to the introduction of solids, to meals and playtimes, advice and laments hurtle through the web. I recently tweeted about my teenage daughters and babysitting, and received numerous, thoughtful comments on how to advice kids on what to charge, as well as a quick snapshot of acceptable rates across the country. We moms connect online, not only to seek advice and bridge the loneliness and often insanity that comes with motherhood, we connect because we trust one another. We value advice from strangers because motherhood takes away the unfamiliar and makes us a wonderful collective of aunts, sisters, mothers and friends. So when I tweet or blog about my latest travails of curfews and teen driving, I am not alone. I have the support and comfort of the collective Borg that is motherhood and I may be going crazy, but I am hardly alone.

As all moms know, it is a fine line to balance concern with overparenting. Is it nutty to lurk outside your kid’s classroom to catch a peek of your child, to ache when they miss when they are up at bat, or to want to send them into the world – whether to kindergarten, camp or college – with a protective bubble? I am feeling a bit optimistic that alpha motherhood may be morphing into realistic parenting. I have raised two incredibly strong young women, who understand that while motherhood enriches me, it does not solely define me. The new movement of realistic parenting makes sense in this new economy and return to basics. Maybe French lessons, Suzuki and Kumon are great – but are they necessary for raising confident, empathic young adults. Marketers need to understand that the recession and return to basics is changing the way moms parent and shop. We are still purchasing, but not out of guilt to cater to every family whim and we want brands that understand this cultural shift and to speak to us not at us.

It can happen to the best of us. One day you are the most sought after consumer by companies and the next you are all but forgotten. The coveted younger female consumer is not only perceived to have the money and desire to shop, they are often viewed as the most active in social media. Oh contraire. Women over 55 are the fastest growing segment on Facebook and 65% of online apparel sales are made by women over 35. No surprise — we mature women have years of shopping experience under our belts and are good at it. Shopping online is efficient, fun and collaborative and when insomnia hits, a great way to spend those early morning hours. Yet many web sites just don’t get that we may have the money and desire, but also need products that appeal to us and not just our daughters.

Years ago a wise and experienced mom handed me a parenting book that helped shape and define my approach to child-rearing. The book, Blessings of a Skinned Knee, articulates the importance of allowing our children to fail in order for them to learn how to succeed. Just as life is often not fair or easy, we all know that overcoming obstacles is critical for success. That is why I choose to find life lessons from this challenging economy for ourselves, our clients and for our children. It is important for kids to see that we too can handle adversity and can creativity find solutions to our problems. I find that our family is eating home more, finding ways to spend time together that involve doing rather than spending and being more thoughtful about purchases. As moms and marketers to moms, we know the importance of sharing information, from best buys to best practices. Mom bloggers are so powerful because we get the importance of finding solutions and sharing experiences. Teaching and modeling resourcefulness and optimism is a great life lesson. We can calculate the costs of daily savings or our net worth, but the price of teaching our children to learn how to falter and not give up: priceless.