The chromosomes, not the generations. Here’s an example. When it comes to clothing, women generally have a particular size they consider “their size.” Say a woman finds a dress she loves, but when she tries it on in her size, it’s too small. What does she do? Try on the next size up? Nope. More than half the time, she just won’t buy it. If you’re in a field like banking or healthcare, where most of the decisions are directed by women, your marketing should reflect the differences, large and small, that separate the sexes. Does yours?