小时候，以为你是超人，长大后才懂你的强撑。

如今，我愿成为你的超人！

祝愿天下所有伟大的父亲，

节日快乐！

借（cèng）此（gè）机（rè）会，我们来思考一个问题，父亲节为什么没过成购物节？

无注释原文：

How Women’s Economic Power Is Reshaping The Consumer Market

Forbes

There are two parallel forces reshaping the consumer market: technology and women’s rising economic power. No doubt you’re paying close attention to technology (and rightly so), but how much time are you spending on the latter? My guess is not enough. Two of the biggest revolutions of the 20th century—women’s increased educational attainment and their participation in the paid labor force—have laid the foundation for big changes in marketing, sales and customer engagement in the 21st. Here’s what you need to know to stay relevant to the world’s most powerful consumers:

1. Women are driving changes in the consumer marketplace that younger generations of all genders not only appreciate but also expect. Women are a compass for a changing world.

For example, the desire to buy from companies that make the world a better place was once viewed as a quality that mattered mostly to women. Not anymore: values-based marketing is mainstream and transcends both gender and generation. Now consider all the app-based businesses that are so successful they’ve become household names: many of them mimic the responsibilities once viewed as women’s domain, from grocery shopping and delivery to meal preparation, errand-running and “taxi-driver Mom.” Busy women are looking for convenience and willing to pay for it. Turns out everyone else likes convenience, too. A good rule of thumb is this: if you want to know where the market is going, follow the women.

2. Women are the original social network and their influence has grown in parallel with their spending power.

Since 1970, most of the increase in U.S. household income has come from women’s labor force participation. Women not only have the buying power, they have the influence. As the majority of primary caregivers for children and the elderly, women spend significant time and money buying on behalf of others. They are the gateway to the people in their households as well as their social and business networks. Women are also great drivers of word-of-mouth publicity and social sharing online. Their endorsements can be like rocket fuel for sales. If you’re looking for white space in the market, customer experience is a big one. My new book, Winning Her Business, outlines strategies that will help you stay relevant with this crucial demographic.

3. While women drive the majority of consumer spending and are 50% of the human beings walking this earth, the culture of the business world remains as masculine as a three-piece suit.

The perspectives and voices of the world’s dominant consumers (and half the planet) are often missing in action at the senior levels of everything from R&D to product design, strategy, sales, marketing and STEM jobs, not to mention executive teams, corporate boards, venture capital companies, private equity firms, business books and business textbooks. Who can calculate the number of missed opportunities and innovations rooted in this blind spot? Look at your own numbers internally and strive for more gender-balanced teams. Research from McKinsey and others shows that gender-balanced teams achieve greater results.

Our world is changing fast, but one thing remains constant: women’s domination of consumer spending. That fact alone provides a valuable compass for navigating and winning the future.

- ◆ -

注：中文文本为机器翻译仅供参考，并非一一对应

含注释全文：

How Women's Economic Power Is Reshaping The Consumer Market

Forbes

There are two parallel forces reshaping the consumer market: technology and women's rising economic power. No doubt you're paying close attention to technology (and rightly so), but how much time are you spending on the latter? My guess is not enough. Two of the biggest revolutions of the 20th century—women's increased educational attainment and their participation in the paid labor force—have laid the foundation for big changes in marketing, sales and customer engagement in the 21st. Here's what you need to know to stay relevant to the world's most powerful consumers:

有两股平行的力量在重塑消费市场：技术和女性不断增长的经济实力。毫无疑问，你密切关注着技术（理当如此），但你在后者上花了多少时间？我猜是不够的。20世纪最大的两场革命--女性受教育程度的提高和她们对有酬劳动力的参与--为21世纪的营销、销售和顾客参与的巨大变化奠定了基础。以下是你需要知道的，以保持对世界上最强大的消费者的了解。

1）表示“平行的”（If two or more lines, streets, etc. are parallel, the distance between them is the same all along their length）如：a pair of parallel lines 两条平行线；

2）表示“同时发生的；相同的，类似的”，英文解释为“used to describe an event or situation that happens at the same time as and/or is similar to another one”如：a parallel example 类似的例子，举个🌰：

Parallel experiments are being conducted in Shanghai, Hangzhou and Beijing.

类似的试验正在上海、杭州和北京同时进行。

1. Women are driving changes in the consumer marketplace that younger generations of all genders not only appreciate but also expect. Women are a compass for a changing world.

1.  女性正在推动消费市场的变化，所有性别的年轻一代不仅欣赏，而且期待。女性是不断变化的世界的指南针。

通常“指南针，罗盘”，还有“圆规；两脚规”的意思，英文解释为“an instrument with two long thin parts joined together at the top, used for drawing circles and measuring distances on a map”，表示圆规通常用复数形式compasses.

For example, the desire to buy from companies that make the world a better place was once viewed as a quality that mattered mostly to women. Not anymore: values-based marketing is mainstream and transcends both gender and generation. Now consider all the app-based businesses that are so successful they've become household names: many of them mimic the responsibilities once viewed as women's domain, from grocery shopping and delivery to meal preparation, errand-running and “taxi-driver Mom.” Busy women are looking for convenience and willing to pay for it. Turns out everyone else likes convenience, too. A good rule of thumb is this: if you want to know where the market is going, follow the women.

例如，从那些使世界变得更美好的公司购买产品的愿望曾经被视为主要对女性重要的品质。现在不一样了：基于价值观的营销是主流，并且超越了性别和年代。现在想想那些成功到家喻户晓的基于应用程序的企业：它们中的许多模仿了曾经被视为女性领域的责任，从杂货店购物和送货到备餐、跑腿和“出租车司机妈妈”。忙碌的女性正在寻求便利，并愿意为此付费。事实证明，其他人也喜欢方便。一个好的经验法则是：如果你想知道市场的走向，就跟着女性走。

表示“超越，超过，超出”，英文解释为“to go beyond the usual limits of something”，举个🌰：

The desire for peace transcended political differences.

对和平的渴望超越了政治分歧。

🎬电影《云图》（Cloud Atlas）中的台词提到：One may transcend any convention, if only one can first conceive of doing so. 一个人可以打破任何陈规，只要这个人能首先想到这样做。

表示“家喻户晓的”，英文解释为“Someone or something that is a household name or word is very well known.”举个🌰：

Today, fashion designers are household names. 

如今，服装设计师们家喻户晓。

1）表示“模仿（人的言行举止）；（尤指）做滑稽模仿”，英文解释为“to copy the way sb speaks, moves, behaves, etc., especially in order to make other people laugh”举个🌰：

She's always mimicking the teachers.

她总喜欢模仿老师的言谈举止。

2）表示“（外表或行为举止）像，似”，英文解释为“to look or behave like sth else”举个🌰：

The robot was programmed to mimic a series of human movements.

机器人可按程序设计模仿人的各种动作。

errand /ˈɛrənd/ 表示“ （短程）差事；跑腿”，英文解释为“a short journey either to take a message or to take or collect something”举个🌰：

'll meet you at six, I've got some errands to do/run first.

我会在6点和你见面，我得先去办些事情。

Run an errand for me, will you?

替我跑跑腿好吗？

表示“实用的估测方法；经验之谈；经验法则”，英文解释为“a practical and approximate way of doing or measuring something”举个🌰：

A good rule of thumb is that a portion of rice is two handfuls.

有个方便实用的估算方法，即两把生米便是够一人吃的量。

2. Women are the original social network and their influence has grown in parallel with their spending power.

2. 女性是最初的社交网络，她们的影响力与她们的消费能力同步增长。

Since 1970, most of the increase in U.S. household income has come from women's labor force participation. Women not only have the buying power, they have the influence. As the majority of primary caregivers for children and the elderly, women spend significant time and money buying on behalf of others. They are the gateway to the people in their households as well as their social and business networks.

自1970年以来，美国家庭收入的增长大部分来自于女性劳动力参与。女性不仅有购买力，而且有影响力。作为儿童和老人的主要照顾者，女性花费了大量的时间和金钱代他人购物。她们是家庭成员以及社交和商业网络的门户。

1）表示“（通往…的）通道；门户”，英文解释为“a place through which you have to go to get to a particular area”举个🌰：

Manchester is known as the gateway to the north.

曼彻斯特被称作通往英格兰北部的门户。

2）表示“通往（成功的）道路”，英文解释为“a way of achieving something”举个🌰：

Hard work is the gateway to success.

努力是通往成功的道路。

Women are also great drivers of word-of-mouth publicity and social sharing online. Their endorsements can be like rocket fuel for sales. If you're looking for white space in the market, customer experience is a big one. My new book, Winning Her Business, outlines strategies that will help you stay relevant with this crucial demographic.

女性也是口碑宣传和在线社交分享的重要推动者。她们的认可可以像火箭燃料一样促进销售。如果你正在寻找市场上的空白点，客户体验是一个很大的空白点。我的新书《赢得她生意》（Winning Her Business）概述了一些策略，这些策略将帮助你切合这一关键人群。

作形容词，表示“口头的，口传的”，英文解释为“given or done by people talking about something or telling people about something”如：word-of-mouth publicity 通过口头推荐方式的宣传，举个🌰：

We get most of our work through word-of-mouth recommendations.

我们大部分工作都是通过人们口头推荐得到的。

endorsement 名词，endorse 动词，1）表示“（公开）赞同，支持，认可”，英文解释为“to say publicly that you support a person, statement or course of action”举个🌰：

I wholeheartedly endorse his remarks.

我真诚地赞同他的话。

2）表示“（在广告中）宣传，代言（某一产品）”，英文解释为“to say in an advertisement that you use and like a particular product so that other people will want to buy it”；

3）表示“（在支票背面）签名，背书”，英文解释为“to write your name on the back of a cheque so that it can be paid into a bank account”；

🎬电影《侏罗纪公园》（Jurassic Park）中的台词提到：After careful consideration, I've decided not to endorse your park. 仔细考虑以后 我决定不为你的公园背书。

⚠️这里补充一下，看到上面的「背书」你可能疑惑了，除了在金融上的含义，现在往往被用于政治领域。

例如，新华网2020年4月份一则新闻标题就为「奥巴马“背书”拜登」讲的就是奥巴马发声力挺拜登。

表示“（促动某人做某事的）巨大动力，力量源泉”，英文解释为“something that gives you energy or encourages you to do something, or that encourages something to happen”举个🌰：

The dawning realization that his childhood world was founded upon a lie provided the rocket fuel that propelled him into writing.

他逐渐意识到自己的童年世界原来建立在谎言之上，这种意识转化为巨大的动力，推动他投身写作。

1）表示“概述”，英文解释为“If you outline an idea or a plan, you explain it in a general way.”举个🌰：

He outlined his plan to clean up the town's image. 

他概述了他清理整顿该市形象的计划。

2）表示“映衬出…的轮廓”，英文解释为“You say that an object is outlined when you can see its general shape because there is light behind it.”举个🌰：

The Ritz was outlined against the lights up there. 

里兹酒店的轮廓被上方的灯光映衬了出来。

1）作形容词，表示“人口的；人口统计的；人口学的”，英文解释为“relating to demography (= the study of populations and the different groups that make them up)”举个🌰：

There have been monumental social and demographic changes in the country.

该国的社会和人口状况已经发生了巨大的变化。

2）作名词，表示“（顾客）族群”，英文解释为“a group of people, for example customers, who are similar in age, social class, etc.”举个🌰：

This demographic (young teenagers) is the fastest-growing age group using the site.

该族群（十几岁的年轻人）是使用这个网站人数增长最快的年龄群体。

3. While women drive the majority of consumer spending and are 50% of the human beings walking this earth, the culture of the business world remains as masculine as a three-piece suit.

3. 虽然女性推动了大部分的消费支出，并且在地球上行走的人类中占50%，但商业世界的文化仍然像三件套一样男性化。

masculinity /ˌmæskjuˈlɪnəti/ 表示“男子气概；男性；阳性”，英文解释为“the quality of being masculine”举个🌰：

The old ideas of masculinity do not work for most men.

过去对阳刚味的看法已不适用于大多数男人了。

与之相对的词是：

📍femininity /ˌfɛmɪˈnɪnɪtɪ/表示“ 女性；女子气质（尤指温柔、娇小和美丽）”，英文解释为“qualities that are considered to be typical of women, especially qualities that are gentle, delicate, and pretty.”

表示“（尤指男子穿的）三件套衣服（包括上衣、裤子和马甲）”，英文解释为“a matching jacket, trousers, and waistcoat (= a top without sleeves that is worn over a shirt) especially for men”。

The perspectives and voices of the world's dominant consumers (and half the planet) are often missing in action at the senior levels of everything from R&D to product design, strategy, sales, marketing and STEM jobs, not to mention executive teams, corporate boards, venture capital companies, private equity firms, business books and business textbooks. Who can calculate the number of missed opportunities and innovations rooted in this blind spot? Look at your own numbers internally and strive for more gender-balanced teams. Research from McKinsey and others shows that gender-balanced teams achieve greater results.

从研发到产品设计、战略、销售、营销和STEM工作，更不用说执行团队、公司董事会、风险投资公司、私募股权公司、商业书籍和商业教科书，这些世界上占主导地位的消费者（和半个地球）的观点和声音往往在高级层面上缺失。谁能计算出因这一盲点而错失的机会和创新有多少？看看你自己内部的数字，并努力实现更多的性别平衡的团队。麦肯锡等公司的研究表明，性别平衡的团队会取得更大的成果。

1）表示“首要的；占支配地位的；占优势的；显著的”，英文解释为“more important, powerful or noticeable than other things”举个🌰：

The firm has achieved a dominant position in the world market.

这家公司在国际市场上占有举足轻重的地位。

2）表示“（基因）显性的，优势的”，英文解释为“a dominant gene causes a person to have a particular physical characteristic, for example brown eyes, even if only one of their parents has passed on this  gene”。

🎬电影《王牌特工：特工学院》（Kingsman: The Secret Service）中的台词提到：but a Kingsman wears it on which ever hand happens to be dominant. 但王牌特工都戴在惯用手上。

Science, Technology, Engineering and Mathematics (STEM), previously Science, Math, Engineering and Technology (SMET), is a term used to group together these academic disciplines.

STEM是科学（Science）、技术（Technology）、工程（Engineering）及数学（Math）四个学科的首字母缩略字，STEM教育起源于二十世纪九十年代的美国。（维基百科）

表示“（公司的）股本，股票值；股票”，英文解释为“the value of a company, divided into many equal parts owned by the shareholders, or one of the equal parts into which the value of a company is divided”举个🌰：

He sold his equity in the company last year.

他去年卖掉了这家公司的股票。

📍private equity (PE) 私募股权；私人股本。据百度百科介绍，PE也就是私募股权投资，从投资方式角度看，是指通过私募形式对私有企业，即非上市企业进行的权益性投资，在交易实施过程中附带考虑了将来的退出机制，即通过上市、并购或管理层回购等方式，出售持股获利。

表示“盲点；视线盲区；（尤指）驾车时的盲区”，英文解释为“an area that you are not able to see, especially the part of a road you cannot see when you are driving, behind and slightly to one side of the car”；

2）表示“无法理解；看不到某物的重要性；无视；没有认识”，英文解释为“If you say that someone has a blind spot about something, you mean that they seem to be unable to understand it or to see how important it is.”举个🌰：

The president has a blind spot on ethical issues.

这位总统似乎看不到伦理问题的重要性。

Our world is changing fast, but one thing remains constant: women's domination of consumer spending. That fact alone provides a valuable compass for navigating and winning the future.

我们的世界正在快速变化，但有一点是不变的：女性在消费支出中占主导地位。仅仅这一事实就为导航和赢得未来提供了宝贵的指南针。

谢谢你看到这里呀

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