t doesn't matter if you're on a college campus in a women's studies class, at a business-related event or just hanging around the office water cooler. Here are a couple of questions that will most likely ignite a thought-provoking debate, no matter the situation: If there are more women in the world than men, why are the products and services available on the market mainly made and marketed to male consumers? Do men and women think and act differently, even when it comes to buying?

If you don't think these are relevant issues for sales professionals in the payments industry, think again. ISOs/MLSs provide the systems that make commerce happen, so it makes sense they should understand the theory behind shopping and consumerism.

There is a lot of information out there-from scholarly treatises to mainstream articles-on the topic of gender-specific buying habits, sexism in marketing and advertising and discrepancies in product availability and pricing. But Joanne Thomas Yaccato's book, "The 80% Minority," is a truly engaging look at these sticky topics.

It's not so much a matter of steering commerce away from men toward women, she asserts, it's a matter of being inclusive-not eliminating the majority by focusing on the minority and establishing meaningful business relationships.

Yaccato is a business consultant, commentator, columnist and author from Ontario, Canada. She communicates her points clearly and backs up claims with examples taken from across the Great North landscape: media, corporations, non-profits and individuals as consumers and businesspeople. The book contains a lot of solid data (all cited in the Endnotes section for easy reference) and interviews with executives, business owners and consumers (both women and men).

Yaccato discusses the origins of gender-based differences in consumer behavior-is it due to biology or social conditioning that women want to be wrinkle-free, making the cosmetics industry what it is? She says that men and women do differ, for example, in the ways they process information, and illustrates her points by putting them in the context of reaching the "80% minority."

By closely examining what's going on from the business standpoint, and then from the female consumers' standpoint, Yaccato illustrates the complexity of the issues involved in conducting commerce based on gender intelligence. While women compose 51% of the population and they make 80% of all buying decisions, there is a serious lack of attention paid to this fact (hence, the book title).

Bad customer service, prices charged that are higher than those that men pay, limited product choices or choices that offer silly benefits instead of real solutions are just a few of the complaints women expressed to Yaccato.

Businesses have to tread carefully if they want to avoid completely alienating one group or another through advertising messages or even in product development. But Yaccato says that by using more gender intelligence, businesses can be inclusive of the needs of many groups. By paying attention to their target markets' lifestyles, physical attributes and emotional concerns, they are often very successful.

Four principles stated early in the book define what Canadian women want in a consumer experience, or fulfilling business relationship; businesses that implement them, Yaccato says, will experience increased customer satisfaction, increased market share and a huge referral base. They also foster positive benefits for employees.

These are: Be intelligent about gender differences; get through with intelligent communication; recognize that women live multi-dimensional lives; live your corporate soul (be a good corporate citizen).

Yaccato gives many examples throughout the book to show what's working and failing for women as consumers. The research covered how well 22 industry sectors in Canada are meeting women's needs; only one, the grocery and supermarket industry, seems to be getting it right, with 76% of respondents reporting satisfactory shopping experiences.

Cars are designed for the larger frames of men; many women can't reach the pedals or see out the back windows. Despite the numbers of women business travelers, airline seats don't fit and can be downright uncomfortable. The message in a marketing piece that a life vest was redesigned to conform to the "unique" female body shape reflects the attitude the many companies have.

When it comes to banks and financial institutions, Yaccato's research, which included surveys and focus groups, showed that women overwhelmingly have "disastrous" experiences as consumers.

On the positive side, though, there are several companies that have created products or services and are able to connect with female consumers multi-dimensionally, reflecting all areas of their busy lives. A woman responded to a crying baby in a movie theater by starting a "Movies 4 Mommy" matinee program, which has grown to several theaters in Canada. Online grocery shopping sites provide an all-important service, "time shifting," in an effort to adapt to their customers' changing lifestyles.

The information in "The 80% Minority" is presented in a lively style. You might have read this all before and some points might be tiresome to read again (such as the same media-industry critique we've seen in America for years, although the Canadian perspective offered here is new), but reminders never hurt.

The variety of stories and business solutions outlined in the material, might spark an idea with creative-minded entrepreneurs. It might also serve as a catalyst for payment sales professionals who call on merchant customers; maybe you've spoken with someone about an idea for an unusual business or a way for them to expand their existing business to boost their sales-and yours.

Another added bonus is the insight into Canadian life the books offers American payments companies considering entering that market; the information might serve as a springboard to ideas and approaches.

The 80% Minority
Reaching the Real World of Women Consumers
By Joanne Thomas Yaccato
with Judy Jaeger
Penguin Group,
Toronto, Ontario, 2003
ISBN 0-670-04357-5
(Hardback) 241 pages