譯/田思怡
「叛客族」控：廣告業不理我們
Even as advertisers are embracing new configurations of families — two dads, say, or grandparents raising grandchildren — there's one group that feels left out.
Women who are childless. Or as they also call themselves, the child-free. Or even the NotMoms.
雖然廣告業主正在擁抱新的家庭結構－比方說，兩個爹，或祖父母養育孫子－卻有一個群體感覺被遺漏了。
沒有子女的女性。或者如她們自稱的，不想生小孩的女性。或甚至是「沒當媽」的女性。
According to census figures, more women in the United States are childless than at any other time since the government began keeping track in 1976. Nearly half of women — 47.6 percent — between the ages of 15 and 44 did not have children in 2014, up from 46.5 percent in 2012. And 15.3 percent of women ages 40 to 44 are childless. The numbers are growing internationally as well.
Despite these statistics, "the majority of marketing talks to adult women like they are all moms or want to be mothers," said Adrianna Bevilaqua, chief creative officer at M Booth, a public relations company.
根據人口統計數字，自1976年政府開始紀錄以來，現今美國沒有小孩的女性比任何時期都多。2014年，15到44歲的女性有近半數－47.6%－沒有小孩，比2012年的46.5%要高。而且40到44歲的女性有15.3%沒有小孩。這些數字全球都在增長。
公關公司M Booth的創意長阿德里安娜．貝維拉夸說，儘管有這些統計數字，「大多數行銷作業卻都把成年女性當成母親或想當母親的人來看待」。
Melanie Notkin has made a career of catering to women who don't have children but love them — she is the founder of the website SavvyAuntie; coined the term "professional aunt, no kids," or PANKs; and is the author of "Otherhood: Modern Women Finding a New Kind of Happiness." She wonders why companies, always eager to target a potentially lucrative demographic, seem to be ignoring this one.
The childless woman is "left off the table," Notkin said. "Advertisers don't know how to pitch to her."
梅蘭妮．諾特金靠迎合沒有小孩但喜歡小孩的女性成就她的事業。她是「精明阿姨（或姑媽）」網站創辦人，創造了「叛客族」（PANK）這個名詞，也就是「沒有小孩的職場阿姨（或姑媽）」；她也是《除了做母親以外：現代女性找到一種新幸福》一書的作者。她納悶總是急於鎖定可能有利可圖群體的企業界，怎麼好像忽略了這一塊。
諾特金說：「沒有子女的女性沒有被納入考量，廣告業者不知如何針對她們去做訴求。」
Maria Bailey, chief executive of the marketing firm BSM Media and an author of books about marketing to mothers, estimates that about 60 percent of all women shown in commercials are moms; with certain products, like toys, the percentage is much higher.
One issue is simple inertia — for years advertisers have followed research that says the mother is the main household purchaser. Bailey said mothers spent $3.4 trillion in 2015, "the largest spending consumer group in the U.S."
瑪麗亞．貝雷是行銷公司BSM Media的執行長，也寫了些如何向母親行銷的書籍，她估計，出現在電視廣告中的女性，約有六成是母親；某些特定產品，例如玩具，比率更高。
問題之一是惰性─多年來廣告客戶遵循的研究結果指出，母親是家庭主要購買者。貝雷說，2015年媽媽們消費3.4兆美元，「是美國最大的消費群體」。
Another issue is how to portray the concept of being childless. If two women are sitting on the couch chatting about, say, yogurt or a smartphone, who knows, or even cares, if they have children?
"It's an extremely complex subject," said Bridget Brennan, chief executive of the Female Factor, a consulting firm, and author of "Why She Buys." "Women may be childless by choice or by chance. It's very difficult to define assumptions about this market."
另一問題是如何描述沒有子女這個概念。如果兩個女人坐在沙發上聊到，比方說，優格或一種智慧型手機，誰知道或關心她們有沒有小孩？
諮詢公司「女性因素」執行長、著有《她為什麼買？》一書的布莉姬．布萊南說：「這是極為複雜的主題。女性沒有小孩可能是出於選擇，也可能恰巧如此，要界定這個市場的各種假設十分困難。」
