TrendSight
Marti Barletta
Something Sweet From Sara Lee
Nope, not coffeecake!

Under the leadership of CEO Brenda Barnes, Sara Lee has cooked up something new.  Returnships -- paid internships for people who have been out of the workforce for three to five years.  The returnship program isn't targeting women specifically, but Barnes says she expects most applicants to be female.

Barnes is no stranger to the topic.  She left PepsiCo in 1997 to take care of her own family, merged back into corporate life and is currently one of only a dozen female CEOs in the U.S.  

I say, "Brilliant move, Brenda."  I hope more companies follow your lead.  Since women are earning the majority of college and graduate degrees their skills are vital to the economy and to your company.

And, I'd be remiss if I didn't mention that in the world of Marketing to Women this is a stroke of genius.  I hope you (and your PR department) will let your corporate halo shine and share this news with consumers, not just the business world.  Returnships will resonate with anyone who temporarily left the work force, or wished that they could have.  Your brands will benefit -- I predict you will see them tossed into lots of shopping carts.

Click here to see what UBS and Goldman Sachs are doing to welcome women back to workforce.

Recent Entries


  • Be Loyal to Your Women Customers, and They Will Stay Loyal to You
  • Make Her Want to Win: Contest Promotions Work with Women
  • Customer Services Win Out with Marketing to Women
  • Get Her to Give Up Perfection and ‘Buy Now!’
  • Boomer Women Word of Mouth: The Marketing Mega Multiplier
  • Beware the ‘One False Note’ when Marketing to Boomer Women
  • Boomer Women Laugh Out Loud
  • Tell Me a Story: Marketing to Boomer Women Through Storytelling
  • Marketing to Which Women? Customizing Your Marketing for Boomer Women
  • Women Want it All. Can Your Brand Give it to Them?
  • Milestone Marketing to Boomer Women
  • 9 Key Differences Between Men and Women That Affect Your Marketing Approach
  • The New Workforce: 81% of Boomers Will Keep Working
  • Marketing to Women Retail Tip: Don’t Waste Her Time (or Yours)
  • The Evolution of Your Marketing to Women Endeavors
  • How to Prove Marketing to Women Works
  • If You Can’t Count it, Does it Exist?
  • 3 Tips for Better Focus Groups with Women
  • Girl Talk: Getting the Most Out of Your Focus Group Market Research
  • For Boomer Women, Life is Grand as a Grandma
  • This Earth Day, Boomer Women Save the Planet
  • Boomer Women Caregivers and Healthcare Marketing Opportunities
  • Boomer Women – How Much Do They Really Care?
  • Marketing to Next Questers
  • Empty Nest? More Like ‘Next Quest’ as Boomers’ Kids Leave Home
  • Boomer Women Smash the Stereotypes
  • The Rejuvenation of the Cosmetics Industry in Marketing to Boomer Women
  • Count ‘em Up: Using Quantitative Research in Marketing to Women
  • What Do Women Want? Only One Way to Find Out…
  • Top 3 Marketing to Women Approaches in Banking
  • Banking Made Better: Marketing to Women Case Study
  • Marketing to Boomer Women Case Study: Golf 20/20
  • News Flash! Women Love Clothes: Marketing Fashion to Boomer Women
  • A Booming Market: Health and Exercise Brands Should Target Boomer Women
  • Beating Your Competition in Marketing to Women – Marketing Communications
  • Beating Your Competition in Marketing to Women – Offerings and Operations
  • In 2013, Find Marketing to Women Weaknesses in Your Competition
  • Boomer Women: I Like Me for Me
  • How to Design for Boomer Women
  • "Sense"-ible Marketing to Boomer Women Tips
  • Toy Designer and Entrepreneur Engineers Marketing to Women Genius
  • Marti Speaks: Make More Money by Marketing to Women
  • TODAY Quotes Marti Barletta - Pastel Pens, Pink Cars: Why Products 'For Her' Annoy Instead of Entice
  • This Thanksgiving, "Remember the Ladies..."
  • Segment Smartly When Marketing to Women
  • Marketing to Women in Under-served Markets Has Big Payoff Potential
  • Marketing to Women During Milestone Moments
  • Ford’s Product Designers are Marketing to Boomers
  • Marketing to Boomer Women Broadens Brand’s Appeal
  • Marketing to Boomer Women Should Highlight Healthy, Active Lifestyles