The Women’s Lot Narrative and the Helpmate Role.
There is a long cultural history in the US of women taking on the role of “helpmate.” George Lakoff calls the situation women face the “Women’s Lot” narrative. For a long time women could only be nurses, not doctors. However, they could help doctors. They can help in HR but not become CEO. They can help their families or their spouse. So what characteristics does a helpmate have, whether they are male or female? They work hard to serve others, often getting little credit for them selves. Any marketing narrative and message to this prospect constituency must contain these key elements.
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