SOURCE: Ginger

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January 10, 2011 22:29 ET

New National Survey Finds Lack of Bipartisanship, Loss of Civility Top Concerns for 'Alpha Women'

Ginger Consulting Releases Findings From Third Annual Alpha Panel™ 'What Women Want' Survey

MINNEAPOLIS, MN--(Marketwire - January 10, 2011) - America's 'Alpha females' -- influential, ahead-of-the-curve women -- say they've had enough of the lack of bipartisanship and decline of civility, according to survey results released today by Ginger Consulting, a branding and custom research firm based in Minneapolis. When asked to rank the issues that "most drive them crazy" -- from politics to the economy and social media to manners -- Alphas' top three issues are pointed directly at Washington, D.C.:

1. Lack of bipartisanship (62 percent)
2. Decline of civility overall (61 percent)
3. Political attack ads (54 percent)

Ginger's third annual Alpha Panel™ 'What Women Want' Survey gathers insight from Alpha females in 10 top metro markets. Because Alphas are six months to two years in front of market trends, their views accurately reflect where America's women are trending across the board, according to Ginger principals Mary Van Note and Beth Perro-Jarvis. "Alphas value action, and they are clearly frustrated and disappointed by what they perceive as unproductive nastiness -- especially in politics," Perro-Jarvis said.

"The Alpha panelists believe that too much anger and too little working together has stalled society at all levels," adds Van Note. "They're ready for everyone -- from elected officials in Washington to their local governments and school boards -- to work together to solve problems at every level."

Ginger's Alpha Panel Survey was conducted Dec. 28, 2010, through Jan. 4, 2011, among nearly 400 members of Ginger's proprietary Alpha Panel from 10 U.S. markets, including New York, Chicago, Atlanta and San Francisco. More than 150 Alpha Panel members, or 45 percent, responded to the 2011 survey.

Survey Verbatim Responses

  • "It amazes me how much time and energy is spent trying to be rude, mean and difficult to each other at all levels, starting with our elected officials and on down to those who you meet on the street day in and out."

  • "...all the bickering in Congress might be resolved if people would try working together and see what a difference government can make. Congress is too polarized. And there's too much attacking on both sides."

  • "Disappointed with elected officials who care more about their careers than about our country."

  • "Bipartisanship these days seems to be characterized as weakness, and that is such a disappointment."

  • "I'd like to see people care more and scream less."

Ginger is a boutique branding and custom research consultancy with a national reputation for its fast and creative solutions to the most vexing marketing problems. Ginger has worked in more than 20 industry categories and collaborated with brands like Nordstrom, Best Buy, Kimberly Clark, Capital One, Starbucks, OfficeMax and The Ritz-Carlton. Ginger Principals Mary Van Note and Beth Perro-Jarvis were tapped in 2009 to participate as marketing mentors in the U.S. State Department's Pathways to Prosperity women entrepreneur initiative, a mentoring program between successful U.S. women business owners and aspiring women entrepreneurs in Latin America, Canada and the United States. On the Web at

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