We’ve all heard numerous stereotypes about men and women. I, myself, have written on the topic. It isn’t news that men and women are viewed differently in our society, and so are their capabilities and virtues. For example, a successful male leader is mostly called strong because he’s the real boss; a successful female leader on the other hand is often labeled as ‘bitchy’. Exactly such stereotypes and gender labeling are brilliantly exposed in an emotional new ad by Pantene Philippines that I want to show you today.

In less than 60 seconds the commercial covers five double standards women often face and so brilliantly tells the story of how men and women with identical work behaviour are seen differently. For example, a male speaker is “persuasive”, while a female speaker is “pushy”; a well-dressed male is “smooth”, a well-dressed lady is seen as “show-off”.

The ad is sincere, with a strong, but simple message that has nothing to do with what Pantene actually sells (hair products).

Over the last few years two relatively new business philosophies have become the trendy buzzwords in the corporate space – social media and sustainability. The rise of social media has provoked a complex cultural and communications shift in the way people share information and participate in conversations, resulting in the empowerment of the individual to demand change as well as to expect responsibility and social consciousness from brands to strike the triple bottom line balance.

This new social economy is based on engagement, relationships and mutual trust where relevance to the individual is the main currency for meaningful communications. Thus, innovation has become crucial for companies to reach, educate and inspire this new consumer about sustainability.

However, educating and inspiring this connected generation to embrace sustainability has proven to be a major challenge for brands. To a large extent this challenge is due to the fact that companies have difficulty making use of the right avenues to communicate their efforts and why they are of such importance for each stakeholder.

To truly reach people in the social economy brands are now required to heavily rely on those new tools and channels that the community has embraced so quickly – social media.

Even though social media has been around for a decade, for many companies it still feels like the “Wild Wild West”. Although maturing, the path to becoming a true social business by fully embracing disruptive technology seems just as challenging now as it did a few years back. According to the latest 'The State of Social Business 2013' report by Altimeter Group businesses are still unsure about the role social media plays for their enterprises, beyond just using it for marketing and communications.

How I see it though is that even when it comes to marketing and comms purposes social media is still a nascent area for companies, especially for small businesses.

For those struggling to embrace social media, here’s where the CIPR (Chartered Institute of Public Relations – the UK professional body for PR practitioners) comes to help.

Just last Friday the CIPR’s social media advisory panel (#CIPRSM) revealed an updated version of its Social Media Best Practice Guide. It’s a 30-page free document that covers core principles of social media and offers advice on dos and don’ts, planning, legal and security considerations and measurement.

My previous blog post about the psychology of social commerce was inspired and pretty much directed by one of the chapters from Brian Solis’ latest book: “What’s the Future of Business?: Changing the Way Businesses Create Experiences” (#WTF). I mentioned there that I was going to share with you my impressions from the entire book and this is what this post is about. (To see how his other work and books have inspired me, check out this blog post here too.)

Brian Solis has a way with words. His thoughts are so brilliant and well put that I find it extremely difficult to rephrase them (bear in mind, I am not native in English), so I’m never happy with the outcome. Which is why I chose to share with you my favourite quotes from his book. I hope you enjoy them! And please do tell me which ones are your favourite. Feel free to suggest more in addition to the list I’ve compiled! :)

Here we go:

Over the weekend I went to visit my friend in Stuttgart, so while on the train I finally got to read Brian Solis’ latest book “What's the Future of Business?: Changing the Way Businesses Create Experiences” (abbreviated as WTF – cool, right?). Of course, I read it in one go and I felt inspired by it as I have with each and every his work. Before I share with you my impressions about the book though, I would like to show you today just one particular thing I found absolutely fascinating – an infographic explaining what drives shopping decisions.

In chapter 12 of WTF, Brian Solis argues that to design experiences and trigger emotions brands have to have an understanding of social sciences and the psychology of engagement in order to make sense of the attitude and behaviour of their target audiences.

To help us develop that understanding of “the A.R.T. of Engagement (actions, reactions, and transactions)” Brian Solis presents a rather interesting infographic by TabJuice that was inspired by Robert Cialdini’s work about the Six Principles of Influence and visualises six common brain triggers that influence consumer’s shopping decisions.