Business

‘Women will lead the ever-evolving marketing landscape’

Published

4 years ago

2022/04/12

Thanzyl Thajudeen MCIM CMktr MSLIM MCPM

We are living and breathing an information or creative era today and the ability to capture and manage peoples’ feelings have never been more crucial to the success and sustenance of brands and relationships both internally as well as externally, demanding marketers to possess emotional intelligence at their best possible self. This is well reflected on the growth and importance of intangible assets which today makes up a significant proportion of all corporate value.

Empathy is the keyword here – the ability for marketers to dive deep into neutrally understanding the constantly changing paradigms of not just their consumers but also every stakeholder involved in the value creation chain, and actively seek to learn the many influences and underpinning reasons and undisclosed feelings in a world where the context keeps highly evolving. In many cases, marketers tend to just focus on the relationships with consumers and that too on a more quantitative surface level – labeling them as segments or groups – than an individual focus. A majority undoubtedly still follow those strategies and actions that belong to the industrial revolution, knowing very little that everything around them has already changed. And this could be why men still largely dominate the leadership positions in marketing. But not for long.

We have witnessed that women are naturally able to empathize more than the male counterparts, even though neurologically we are all born with a very similar ability. Many studies show that women score higher on EQ tests than men but there are no genetic biases for these differences. This could also be due to the biological differences, for example Oxytocin is found in higher levels among women, making them more empathetic than the higher concentration of testosterone among men where the brain is tuned into systems than emotional relationships. However, research on these areas is still at its infant stage.

Women are also very likely to be taught about empathy by their female role models when growing up from their childhood, and these socially nurturing roles have been on and around them for generations making it a learned awareness and shared skillset. They can quickly capture and understand various non-verbal communication to include facial expressions, tone of voice and body language. People feel recognized – seen and heard – when they are actively listened to, with the right posture and in turn they share some of the most deep, insightful insights that couldn’t have been known otherwise.

It is not that men are naturally pruned to other way around; it is just that they do not take the initiative to learn empathy from all walks of life. The industrial age probably made them, and in many instances continuing to do so, even more analytical, and systematic. Though this is just as important, it should never surpass or compromise the importance of empathizing with all stakeholders. Rather this numbers-driven skillset should be applied to quantifying and justifying future marketing strategies and its risks associated, the time value of money and capital costs, to create shareholder value, an insightful point I found on a blog post of Prof Malcolm McDonald, and not just narrowing down to traditional marketing analytics.

Men undoubtedly have a lot to learn from the women in marketing. They should develop abilities to see the world through the eyes of others, breaking away from the long association of their own paradigm. They should listen actively to their colleagues, superiors, consumers, suppliers, and partners, gauging both verbal and body language, and ask more about what and why does he or she feels so. The more one does this, the more this would increasingly be a natural response. This is very important to break the ego-centric mindset among marketers, as thinking that they know it all is a very vicious cycle to be in. Today, as marketers, we are dealing with the ‘heart’ than the ‘mind’ of consumers, which is very challenging as many of the problems brands and organizations face today arise from this aspect, yet we approach it like we know what the problem is.

In many academic studies, it shows that women score higher than men in coaching and mentoring others. They can meticulously choose words and language that positively impacts workplace engagements, for example they repeat and rephrase back to people what they have said, and this gives one the reassurance they are being heard, encouraging deeper levels of trust and connection.

(Thanzyl Thajudeen is a senior marketing and design consultant. He can be reached via thanzyl.thajudeen@gmail.com)

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Business

Diplomatic thaw in Middle East sparks hope for Sri Lankan tea exports

Published

2 hours ago

2026/01/17

Thilina Walpola

Iran and the Middle East are important markets for Sri Lankan tea

Amid softening diplomatic rhetoric between the United States and Iran, a senior economist told The Island Financial Review yesterday that the stability of Sri Lanka’s tea exports to the Middle East, particularly Iran, would be maintained.

The economist, who closely follows regional developments, pointed to recent statements by Iranian Foreign Minister Abbas Araghchi and U.S. President Donald Trump as signs of de-escalation. Araghchi denied plans to execute anti-government protesters, while Trump indicated he had received assurances that killings had stopped and that the U.S. was “watching the process.”

“When geopolitical tensions ease, trade channels stabilise,” the economist said. “Iran and the Middle East are important markets for Sri Lankan tea. Any reduction in political risk is likely to support demand and reduce vulnerability in our export earnings,” he added.

The comments come against the backdrop of this week’s Colombo tea auction, where offerings totalled 6.0 million kilograms. The auction report noted “less activity from Iran and the Middle Eastern markets following recent restrictions in trading conditions,” reflecting the sensitivity of tea exports to regional instability.

Western Slopes and Nuwara Eliya teas showed mixed trends, with some grades firm and others declining. High and Medium Grown CTC teas sold around previous levels, while Low Grown varieties were easier by up to Rs. 20 per kg. Ex-Estate offerings remained steady at 0.74 million kilograms, with no significant change in quality, according to Forbes and Walker Research.

Low Growns, which accounted for approximately 2.4 million kilograms, saw varied demand: the Leafy category was quieter, while Semi-Leafy met with fair interest. Tippy teas faced pressure, especially in the Premium catalogue, where a lack of suitable bids left many unsold.

Selective demand was noted from shippers to the UK, Europe, and South Africa, while markets in Japan, China, the Middle East, and the CIS were reasonably active mostly at lower levels, Forbes and Walker said.

The economist added that while global tea markets remain volatile, any sustained calm in the Middle East could help restore buyer confidence from Iran – a key destination for Sri Lankan Orthodox teas.

“We are not out of the woods yet, but the signs are encouraging,” he said. “If the diplomatic tone continues to improve, we could see firmer demand from the region in the coming weeks,” he said.

By Sanath Nanayakkare

Business

Call for stepped-up economic engagement between SL and Maldives

Published

2 hours ago

2026/01/17

Thilina Walpola

Sudesh Mendis; ‘Potential in steppedup SL-Maldives business links

Sri Lanka is looking to significantly expand its commercial engagement with the Maldives, with business leaders calling for a more focused strategy to capitalise on growing opportunities in trade, services and tourism-linked investments.

Immediate Past President of the Sri Lanka-Maldives Business Council Sudesh Mendis said that the Maldives remains a high-potential market for Sri Lankan exporters and service providers, particularly in construction materials, food and beverage supplies, logistics and professional services aligned with the island nation’s expanding tourism and infrastructure sectors.

“The Maldives offers a demand-driven market where Sri Lankan products and services already enjoy strong acceptance, Mendis said, noting that geographical proximity and long-standing business ties give Sri Lanka a natural competitive advantage.

He said continued resort development, urban housing projects and public infrastructure investments in the Maldives have sustained demand for Sri Lankan goods, while services such as engineering, consultancy and skilled manpower also present room for growth.

However, Mendis stressed that logistical inefficiencies and administrative bottlenecks continue to limit expansion. “Improving shipping connectivity, reducing customs delays and ensuring smoother payment mechanisms are essential if Sri Lankan businesses are to scale up operations, he said.

Tourism collaboration was identified as another underdeveloped area, with Sri Lanka and the Maldives increasingly viewed as complementary destinations rather than rivals. Joint marketing initiatives and multi-destination travel packages could help increase visitor arrivals to both countries, Mendis added.

He also called for stronger private-sector leadership through regular trade missions, sector-focused business forums and targeted policy support to sustain momentum.

“With a coordinated and commercially driven approach, Sri Lanka can substantially deepen its economic presence in the Maldivian market, Mendis said.

Sri Lanka and the Maldives have maintained close economic relations, with bilateral trade expected to gain further traction as regional connectivity improves.

By Ifham Nizam

Business

News of IMF delegation’s visit to SL brings cheer to bourse

Published

2 hours ago

2026/01/17

Thilina Walpola

The CSE commenced trading yesterday on a negative note due to profit-takings but later turned positive, when sections of the media reported that an IMF delegation is to visit Sri Lanka next week to facilitate the fifth review of the extended fund facility to Sri Lanka.

Amid those developments both indices moved upwards. The All Share Price Index went up by 41.42 points, while the S and P SL20 rose by 25.28 points.

Turnover stood at Rs 4.73 billion with ten crossings. Top seven crossings were reported in DFCC, which crossed 4.4 million shares to the tune of Rs 701 million and its shares traded at Rs 159, HNB 250,000 shares crossed for Rs 105 million; its shares traded at Rs 420, Sierra Cables 2 million shares crossed for Rs 75 million; its shares traded at Rs 37.57, Seylan Bank 666,000 shares crossed for Rs 73.4 million; its shares traded at Rs 110.50.

Commercial Bank 300,000 shares crossed for Rs 57.2 million; its shares traded at Rs 225, Sampath Bank 300,000 shares crossed to the tune of Rs 46.6 million; its shares traded at Rs 155 and Ambeon Capital 1 million shares crossed for Rs 42 million; its shares traded at Rs 43.

In the retail market top seven companies that have mainly contributed to the turnover were; ACL Cables Rs 171 million (1.7 million shares traded), Commercial Bank Rs 153 million (686,000 shares traded), Sierra Cables Rs 130 million (3.5 million shares traded), Sampath Bank Rs 109 million (703,000 shares traded) , HNB Rs 109 million (250,000 shares traded), Lanka Credit and Business Finance Rs 76 million (8.2 million shares traded) and HNB (Non-Voting) Rs 76 million (213,000 shares traded). During the day 132 million share volumes changed hands in 37857 transactions.

It is said that the banking and finance sector led the market, especially HNB and Commercial Bank, while construction related companies, especially Sierra Cables, also performed well at the floor.

The manufacturing and travel and tourism sectors also performed well.

Yesterday the rupee was quoted at Rs 309.50/60 to the US dollar in the spot market weaker from Rs 309.35/50 Wednesday, having depreciated in recent weeks, dealers said, while bond yields were broadly steady.

The telegraphic transfer rates for the American dollar were 305.9000 buying, 312.9000 selling; the British pound was 408.2980 buying, and 419.6162 selling, and the euro was 352.7488 buying, 364.1370 selling.

By Hiran H Senewiratne