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Olson Zaltman visits the White House

A ZMET study on the hopes and dreams
of young women of color

by James Forr
My Olson Zaltman colleague Jessica Ames and I were honored to visit the White House in November to participate in a conference on “Advancing Equity for Women & Girls of Color: A Research Agenda for the Next Decade.”

The White House Council on Women and Girls and the Anna Julia Cooper Center at Wake Forest University invited us because of our recent ZMET research focusing on how high school senior girls of color imagine their futures. An executive summary of our report is available here: Fearless in the Face of Fear: The Journey of the High School Senior Girl of Color. We will make the full final report available in early 2016.

We interviewed high school senior girls across the country for this study; the sample was comprised of African Americans, Latinas, Asian Americans, Native Americans, and girls who identified as biracial. Despite their demographic and geographic differences, we found that these girls share many life experiences and view their world through a similar unconscious mental frame: The Hero’s Journey.

Recently Published

Working Backwards

A blueprint for better segmentation
by Jerry Olson

Effective Altruism… or Wishful Thinking?

A challenge to a new theory of charitable giving
by James Forr

Color Stories | Yellow

Illuminating Optimism and Enthusiasm
by Carrie Patterson Reed

Toward a New Marketing Science for Hospitality Managers

A new article published in Cornell Hospitality Quarterly
by Gerald Zaltman, Jerry Olson and James Forr

In The News

Dr. Gerald Zaltman receives the 2015 Sheth Medal

The 2015 Sheth Medal has been awarded to Dr. Zaltman for his for enduring and transformational contributions to marketing scholarship and marketing practice. Congratulations, Jerry! Read more.

Randy Adis hired as Director; Board of Advisors formed with four industry veterans

Olson Zaltman welcomes Randy Adis, formerly of PepsiCo and Unilever, to the company. Read more about Randy and the Board of Advisors.

Why Olson Zaltman? Because we listen. When you listen—and think deeply about what you hear—the possibilities are endless.

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