I Just Love My Gamma! All 55MM of them.


By Jason Kelley
April 19, 2009

Market Research

The number of Gamma women in America – those who influence a wide network of consumers and generate and disseminate new ideas and trends – is estimated at 55 million and growing, according to a recent study by the Meredith Corporation.
As the social and technological environment becomes more suited to their communication styles, their influence in the marketplace will give rise to a new marketing model, the report suggests.
Gamma women stand in direct contrast to “Alpha” women, who value status and express their high standing on the social ladder through clothes, homes, cars, careers and families, the report states.
Gammas may be equally well-off financially, but their choices express their creativity and personal style, making their homes comfortable and welcoming, and doing their part to preserve the environment, according to Meredith.
Characteristics of the Gamma woman:
•Collaborative and inclusive
•Feels empowered by information
•Values relationships of all kinds
•Defines success for herself
•Individualistic and self-actualizing
•Believes work should fit personal and family needs; not the other way around
•Strives to be healthy and is comfortable in her own skin
•Enjoys creative pursuits and opportunities for self-expression
•Environmentally conscious
•Faith and spirituality are important
•Willing to share her time and talents
Perhaps unlike Alphas-where “traditional” marketing efforts prove effective- Gammas are more receptive in having a conversation with a brand. This is great news for social networking publishers where banner/”traditional” forms of marketing have not proved effective.
The Gamma Mindset-yes we said it- can be broken into five unique personality types. Each type should be understood when crafting communication strategies.
Gamma personality profiles:
1.Connector: This type of woman believes people can accomplish more together than they can alone. She enjoys sharing her experiences, passions and recommendations with her network of friends and family. Fluent in social interactivity aspects of Web 2.0, her interest stems from motivation to keep in touch rather than a love of technology.
2.Catalyst: This type wants to impact her community, and ultimately the world at large, in meaningful ways. She finds great pleasure in volunteering her time and inspiring others to do the same.
3.Family-focused: This woman puts her family first; work exists to serve family needs. She looks to family and close friends to stay grounded and considers her loved ones her personal board of advisors. She uses technology to seek out information but relies more heavily on personal connections for support.
4.Do-it-yourself (DIY) creator: This profile lives life by her own compass and expresses herself by creating. She enjoys sharing ideas and techniques with fellow enthusiasts, and finding ways to bring creativity into daily life.
5.Challenge-seeker: This type of woman is always ready for a great adventure and focuses on possibilities rather than limits. She seeks out the exotic and challenging in all aspects of her life.
So, as we can see by these five personality types, one marketing message may not fit all. To this end it is critical for creative/media/strategy to work in concert to ensure you are communicating in a manner your Gamma will responsd.