Why Gamma?

We are never told "why" the use of the word "Gamma" which is the third letter in the Greek alphabet, but we are presented with a detailed description of what makes a woman a "Gamma" by the Meredith Corporation, the leading media company that is best know for publishing "Better Homes and Garden." The company may have offices in New York City, but its heart is in middle America, where it is headquartered.

The "Gamma Woman" may be the just another buzzphrase, but Meredith's report: The Gamma Factor: Women and the New Social Currency redefines the consumer precisely for the current economy. The report identifies five key personality profiles within today's Gamma mindset.

· Connector – She believes people can accomplish more together than they can alone. She enjoys sharing her experiences, passions and recommendations with her network of friends and family. Fluent in social interactivity aspects of Web 2.0, her interest stems from a desire to keep in touch rather than simply the love of technology.

· Catalyst – She wants to impact her community, and ultimately the world at large, in meaningful ways. She finds great pleasure in volunteering her time and inspiring others to do the same.

· Family-Focused – These Gammas put their family first; work exists to serve family needs, not the reverse. She looks to family and close friends to stay grounded and considers her loved ones her personal board of advisors. She uses technology to seek out information, but relies more heavily on personal connections for support.

· DIY Creator – She lives life by her own compass and expresses herself by creating. She enjoys sharing ideas and techniques with fellow enthusiasts.