They want to know who's making it, what the economic and sociological policies of that company are. And they are quite different consumer. I think that how they really work is just really not common understanding. Now, you've made it very, very clear in the book that women are different, that women have money. The fact is that Fortune 500 companies are put together in a military, or what we call a hierarchical model, top down.
Women work in a familial model like a family, or a relational model, meaning across.
And they don't really respond to hierarchy. They like to make decisions together, you know, instead of looking up to the number one person and looking for guidance. So you'll see women in a conference talking to each and asking each other how the weekend was and really coalescing and getting them together. And they just function very differently. Ask your consumer how they want the brand.