In this month’s Pin•Points That Matter, we’re exploring women’s wealth. What we found was, well, quite the dichotomy to say the least. We were shocked by the story this data revealed, but also not surprised:

This data tells us that it’s crucial to listen to and prioritize women in consumer purchasing decisions. Companies that fail to do so will risk significant harm to their brand, no matter what industry they fall into. From real estate to sports & entertainment to pet supplies and RTD beverages – no matter what industry you fall into, the data is shows a need to listen to your female audience. Now’s the time to uncover what they need from a brand, a fan experience, a pet store, or an RTD package design. Who’s ready!?

Deeply Unpacking the Lives of our Caregivers

April Showers Bring May Health

May is Women’s Health Month, but April sure did bring a lot of health care chatter to our PinPoint world (hence the Pin•Points That Matter post below). What’s fascinated us in these conversations is how often the caregiver keeps making her way to the focus.

That being said, it shouldn’t be all that surprising. Just within the past year, 43.5 million caregivers have provided unpaid care to an adult or child. And of those 43.5 million, 75% are women and may spend as much as 50% more time providing care than men. If we dive even deeper, studies have indicated that 36% of female caregivers handle the most difficult caregiving tasks (i.e., bathing, toileting, and dressing).That’s compared with 24% for their male counterparts, who are more likely to help with finances, arrangement of care, and other less burdensome tasks.

Maybe There’s a Better Way

We know, we know… we talk a lot about gender disparities.But when it comes down to understanding the whole human – whether we’re helping a client design a new banking function or the future of their community library – unpacking these behaviors makes a big difference..

Here’s an example. We’re designing that library for a community whose primary patron is a mother. We learn in research that she takes care of her own small children and her aging parent. That means we might not design the library as a place to linger. This mother has a lot on her plate.Quite honestly, she may not even be able to think about getting out of her car because of the time and effort that one task alone might take. This library needs to function more like a drive thru or a pick-up locker at Target. Perhaps it’s even an intimate, calming escape where she can read in solitude away from her caregiving duties at home.

Experience Empathy

One of the most profound activities we’ve done within the healthcare space is what we call an Empathy Experience Workshop (Bonus, this practice can be applied to any industry.) We bring together internal leaders to experience firsthand what it’s like to live a day-in-the-life of their patient and caregiver – a way to build empathy at its deepest level. It looks and feels a bit like role playing, but with unexpected twists and turns:

  • The group divides into pairs
  • One team member takes on the role of the patient
  • The other their caregiver
  • We go out into the real world (ie. a grocery store)
  • Each is instructed to perform tasks and carry out specific behaviors in this public venue
  • The patient may unexpectedly drop a gallon of milk in the middle of the store. (Yes, this actually happened!)
  • The caregiver has to respond with onlookers at the fringe. 
  • Or mid-aisle, the caregiver may suddenly abandon the patient (with eyes closed to resemble blindness) to take an unanticipated, but urgent,call. 

These small, dynamic moments, when experienced firsthand, build a level of empathy that goes far beyond listening to a caregiver speak, watching a patient testimonial, or describing a ‘Betty’ persona out of a static deck.

Empathy in Action

We live for this type of work. With data like the above pointing to the need for caregiver-centric design in healthcare, there is no better time than now to build new levels of empathy – and show up for women where they need it most. Whether you are a caregiver, a patient, a healthcare leader, or know someone (in any industry!) looking to build empathy in a memorable way, please reach out. These experiences matter. They forever change the way we see the world through someone else’s eyes. We want nothing more than to share those perspectives over our go-to cup of coffee.

Women’s health has been a hot topic around our office this month, so we spent some time digging in to unpack the gender disparities between men and women in this space. Of course we knew there would be some shocking statistics out there, but what we learned was even more surprising than we anticipated.

Women spend 25% more of their lives in debilitating health than men, and are under diagnosed for certain conditions – Harvard Health Publishing, 2019
Women spend 11% of their income after tax on healthcare, compared to men who spend only 7% – Capital One, 2023
Women of all ages pay a total of $15.4 billion more than men on annual out-of-pocket medical expenses. In 2021, that meant women paid about 20% more than men and only 2% of which could be accounted for by maternity care – Deloitte, 2023
Yet, women weren’t included in clinic trials until 1993National Institutes of Health
And a survey of medical residents found that 58% had received one lecture on menopause in their training and 20% had received no menopause training whatsoever – Mayo Clinic, 2019

This is the kind of information that makes us want nothing more than to dig in and understand not only the WHY, but what how this is affecting the 169 million women in our country. If you, too, are interested in the state of women’s health and looking for someone to share all the feels with, let’s grab a cup of coffee.

It’s a special month for us at PinPoint – International Women’s Month celebrating both International Women’s Day on March 8th and Women’s History Month. So, for this month in ‘Data That Matters’, we decided to look at some facts associated with women-owned businesses!

We always knew there were gender gaps in business ownership and subsequent finances, but the numbers were even more astounding than we anticipated.

14 Million women-owned businesses make up 39.1% of all US businesses, a 13.6% increase from 2019 to 2023 – Wells Fargo Impact of Women-Owned Businesses, 2024
12.2 Million people are employed by women-owned businesses, 9.2% of all employees in America – Wells Fargo Impact of Women-Owned Businesses, 2024
$2.7 Trillion of annual revenue was generated by women-owned businesses in 2023 – Wells Fargo Impact of Women-Owned Businesses, 2024
Yet, $7.9 Trillion in revenue is possible for all women-owned businesses if their average revenue matched men’s – Wells Fargo Impact of Women-Owned Businesses, 2024
AND Only, 2% venture capital for new startups went to women founders in 2021, 98% went to male founders – Bloomberg, 2022

Long story short, there are still a lot of challenges women have to face as business owners in the United States. Yet, us women owners have the potential to transform the economy and our society. The more these facts are shared, and known, the more our society can progress as a whole.

Looking for more data that matters? Check out our Instagram.

It’s HERE – we’re officially kicking off International Women’s Month on Friday, March 1st with our 5th annual Women’s Month Calendar!

What the heck is ‘International Women’s Month’ you might ask? Well, March 8th, 2024 is #internationalwomensday in which International Women’s Day celebrates women’s achievements, raises awareness about discrimination, and takes action to drive gender parity.

Our inaugural International Women’s Month came to be in 2020 and every year since, we’ve released a calendar highlighting a different task to give, support, and receive acts of kindness throughout the month of March.

Our goal is not to add any more to our already full plates, but rather take this month to be intentional and carve out small, sometimes cheesy, moments each day to reflect and celebrate meaningful women and allies in our lives.

Download our 2024 calendar here. Please follow along and share your progress with us – it means the world!

This month in ‘Data That Matters’, we’re taking some time to unpack the perspectives of GenZ women as this generation grows to over 20% of the US Population.

What we found was some stark differences in the gender perspectives across GenZ.

44% of GenZ Women say availability of abortion is a very big problem in America, compared to only 29% of GenZ Men – Survey Center on American Life, 2022
64% of GenZ Women say affordability of healthcare is a very big problem in America, compared to only 54% of GenZ Men – Survey Center on American Life, 2022
65% of GenZ women say gun violence is a very big problem in America, compared to only 46% of GenZ Men – Survey Center on American Life, 2022
Yet, 66% of GenZ Women believe that what happens to women in the US will have a bearing on their own lives, compared to only 36% of Boomer Women – Survey Center on American Life, 2022
AND, 72% of GenZ Women believe there are too few women serving in “high political offices,” whereas less than half of GenZ Men said the same – Pew, 2023 

There are stark differences in these perspectives and beliefs. If women continue feeling a lack of representation from the decision makers who determine their livelihood, we’ve lost hope in our future. It’s time to listen. It’s time to show up. It’s time to give these women a seat at the table.

Looking for more data that matters? Check out our Instagram.

We’re talking financial literacy – because so few are! And these facts matter!

Only 51% of women worldwide achieved the minimum or higher target score for financial literacy – Global Financial Literacy Excellence Centre, 2021
Yet, 66% of heterosexual households report having a woman breadwinner in the US – Swiss Re Institute, 2021
AND, to add onto that, just 20% of female breadwinners say they were ‘very well prepared’ to make wise financial decisions compared to 45% of their male peers – New York Times, 2013

At PinPoint, we believe not only in the power of data, but that we need to do something with it. We’re here for the conversation, the transparent salary talks, and initiatives that put women at the center of financial discussions. Join us by signing up for our Research Voices Database.

Looking for more data that matters? Check out our Instagram.

Revealing Your Sixth Sense

One of our favorite kinds of interview activities is a ‘This or That’ series of questions. Packaging Options: This or That (i.e. Bottled or Boxed Water), Product Value Descriptors: This or That (Convenience or Customization). Our ‘This or That’ replies often include ‘Reveals’, or hidden content that we pull back the digital whiteboard curtain on. Reveals spark responses. Charlei Hebron, PinPoint’s Research Voices Manager, applies a five-second rule to ‘This or That’ reveals: no overthinking allowed. (We’re looking at you, the 73% of 25 to 35 year-olds and 52% of 45 to 55 year-olds who are prone to overthink.) Ashley Mendelsohn, PinPoint’s Strategist says, “More than a surprise & delight moment, ‘reveals’ often solve the common issue of research participants overthinking responses. Time and time again, dramatic reveals prompt gut reactions that are more genuine (and enjoyable!).”

How people pick what’s top-of-mind supports how we approach strategic insights. Their responses pinpoint the essence of what drives their decision-making. That essence may not be something they can easily name. But, somewhere in the nuance of ‘This or That’, people’s five senses come to life. Their choices uncover their WHOLE lifestyles, where psychographics triumph over demographics.  

In our work, we admire companies and founders who position (and sometimes reposition) the essence of their brands’ identities. When brands differentiate their essence, they give people a reason to believe. People know what’s in it for them. We need more brands to do THIS. THAT’s what people actually want.   

How might we identify essence, what some call the soul of a brand? What might have been called the ‘‘It Factors” and “Secret Sauces” now show up as “vibes” and “aesthetic cores”. So whether it is about cozy vibes and cluttercore, or back to the It Factor and Secret Sauces, essence can become elusive, like access to a public secret. We believe IYKYK can feel more inviting, open, and human. Less cottage core and more core values. Like something you can truly sense. 

As PinPoint enters 2024 – our sixth year in business! – we’re leaning into essence as a sense, a sixth sense. There’s the hard-wired five senses. (You know the ones, the drivers behind sensory marketing in the nostalgia economy.) And then there’s that deep-wired sixth sense of what makes you stand out in a uniquely positive way.   

A sense of authenticity
A sense of time
A sense of direction 
A sense of perspective-taking (or PinPoint value) curiosity 
A sense of savvy 
A sense of justice 
A sense of culture 
A sense of magic   

What’s your sixth sense? How will it show up in 2024? In essence, will this support your branding strategy? Or, in a sense, will that widen your lens across the year ahead? Let’s reveal the possibilities over an e-coffee.

This year, PinPoint decided to change things up. Instead of sending PinPoint swag out into the world, where it might likely end up in a drawer or landfill, we knew we could do better. We started PinPoint to make a positive impact in the world and it’s because of our friends, our family and the change makers who choose to work with us that we are able to do that day in and day out.

So this year, we chose to donate $2,500 towards women-owned small businesses that matter to the communities who make PinPoint… well PinPoint! On Wednesday, December 20th, we asked our community to tag a women-owned small business that mattered to them on our Instagram. This year, we are so proud to divide our pool amongst thirteen incredible women founders to kick off their 2024.

Some of the organizations are also near and dear to PinPoint, but there were many others we are learning about for the first time and beyond grateful for! Below is the list of all the women-owned businesses PinPoint contributed to for our 2023 holiday gift. We hope you take a minute to parse through each organization – we hope you, too, are amazed by the contributions these women are making in the world.

abar.x – master brow artist and educator
Beatrix & Co – funky, feel-good candles for vibrant people
Be A Heart – bringing the beauty of your faith into your everyday life
Black House Farm – values using sustainable and inclusive practices to provide high quality products and promote personal and community health
Creations of Rae –  luxury hair care services for the everyday woman
Commonspace Collective – bringing commonspaces to life with the coolest local pop up and workshop experiences
Head Hi – a space for exploration and interaction that hosts talks, book launches, art shows, and music performances in Brooklyn, NY
Lena Rose Beauty – Chicago’s first green beauty spa & shop
Packed With Purpose – corporate and personal gifts with a social impact
Shift Dance – an international dance platform connecting the world through movement
smptr – going beyond “Press” to position your brand for more
The PR Alliance – building legacies and inspiring positive change one story at a time
The Silva Whisk – bringing your sweetest dreams to life through the medium of cake or other baked goods
The Write Malloy – helping great women write great nonfiction

Thank you to all the people in our network for joining in on this year’s gift. We appreciate you & cannot wait to see what this year brings, together. Cheers to a successful 2023 and an even more impactful 2024!

You Just Wait and See

When do you start the holiday season? Do you mingle Jack-O-Lanterns with Christmas trees and menorahs? Or, maybe your household sunsets the holiday lights into storage at the dawn of Valentine’s Day. The National Retail Federation (NRF) identifies November 1 through December 31 as the official holiday season. But when every day in November felt like Black Friday, alllllll the holidays too easily blend into one. Brands even coined the month Black November. Maybe there’s comfort in knowing businesses acknowledge our blurred reality. 

That comfort could be seen as an act of kindness. Amid retailers getting in the ‘black’, we noticed how one November day added ‘light’ to the month. November 13th marked World Kindness Day. What started as a day to spotlight communities that bridge differences with kindness has quietly impacted schools, workplaces, and homes since 1998.  

World Kindness Day stands for more than one-off kindness. It extends beyond Krispy Kreme’s donut giveaway. (Although, we wish we were amongst the thousands of customers that each received a dozen glazed donuts. We do love us some donuts!) Krispy Kreme was on to something though. The brand’s motivation “to inspire and enable kindness to others” shows how easy it is to make kindness the norm. While F1 raced its Vegas course, several commemorative days ran their course: Veterans Day, Remembrance Day, Diwali. Whether it’s Election Day or Giving Tuesday, kindness should light up every day. Kindness is not niceness. It definitely is not weakness. Kindness counters the dark and adds light to the world we share. Without it, PinPoint couldn’t celebrate and honor ‘curiously empathic’ as a core value.

Kindness in Your World  

Celebrating kindness also means we get to challenge the thinking behind countless “be kind to yourself” headlines. How might we be authentically kind to ourselves?  

We love learning about how people choose to spend their time. We’ve observed how our Shared Voices community shows authentic kindness to themselves through an unexpected –  sometimes polarizing! – way to spend time. Hobbies. Gaining consensus on an inclusive definition for “hobby” is itself a practice in kindness. According to Statista, cooking/baking, reading, and pets are the top three most popular hobbies in the US. But for some of us, putting a name to our hobbies is no small task. It takes authentic kindness to accept our hobby-jumping habits, that there is enjoyment to be found in trial, error, and trial again. 

Hobby jumpers and hobby enthusiasts share one core goal. Everyone needs high-quality leisure time. Think about high-quality leisure as a research-backed evolution of what we otherwise know as recreation. High-quality leisure more closely represents our lifestyles. It permits our pursuits. The cringe of being asked “What are your hobbies?” kindly exits the high-quality leisure conversation.  

You know high-quality leisure when you experience it. Look for the kind of moments that:

  1. Challenge your skills 
  2. Get you moving 
  3. Connect you to community 
  4. Encourage you to reflect 

When we can be kind to ourselves about the high-quality leisure time we need, we become more motivated to just go for it. Take the dance class at the studio you pass on your way to grab coffee. Sign-up for the woodworking session you keep hinting at. Experiment with new recipes that live in Pinterest but never make it to your grocery list. There is kindness in vuja de, that sensation of seeing something familiar with new light.

Ahead of National Hobby Month (in January!), we wonder: How do you hobby? Do you hobby? With early sunsets, incoming party invites, and tempting online shopping, can you hobby at this time of year? High quality leisure time is even kinder with an e-coffee, so let’s grab one together!