Douglas Atkin, from Meetup.com, answers Etsy's questions about networks, branding, and gender in our continuing series, A Dude's Perspective.

Please introduce yourself and talk a bit about what you do at Meetup.
My title at Meetup is 'Chief Community Officer.' We’re a company that’s all about creating local community offline, around common passions, causes and needs. A large part of my job is to create a sense of community amongst the organizers of Meetup Groups. What they do can be hard work (leading a community group, ensuring each Meeutup is successful, managing the membership), so I’m trying to help them learn from, and be inspired by, each other.

Before this job, I used to work in marketing and advertising for about 25 years. I worked in everything from small creative advertising ‘hot shops’ in the UK to large multinationals in both London and New York.

A few years ago I published a book called, The Culting of Brands: How to Turn Customers into True Believers. It looked at how and why people became committed to cult-like organizations, and examined everything from real cults and religions to fan clubs, corporate cults and cult-like brands. The idea was to get to the heart of why people believe and belong.

I'll often hear people say that women are more "social."  Do you see that translating to Meetup?
Yes. There is a tendency for more women to form and join Meetup Groups than men. This is a reflection of a tendency in society at large for women to have more and larger social networks than men. Interestingly, there are many studies currently being published that show longevity, health and happiness are related to how social a person is: how many relationships and how close they are. It’s potentially a reason for women’s longer life-span.

Etsy is 95% women. Any thoughts on why that came to pass?
Not specifically. I guess that there has always been a tradition of women making things within the household, both in our culture and others. It’s probably something that has become an unconscious expectation and inclination for women to do more than men, but that’s conjecture, not based on any study.

Are there things that subcultures and brand cultures do differently that appeal to men vs. women vs. mixed-gender groups?
The strongest communities (virtual or actual) have some key ingredients that are universal; they apply irrespective of gender, race, geography or language.

Every strong subculture or community has a clear ideology or worldview. The ‘Handmade Movement’ is a great example of this. Within the larger Etsy community, it appears that there’s a world view that values the connection of producers directly with consumers, with all the attendant implications for globalization, big box stores, oil-based society and so on.

A strong and differentiating value system is something that can be ‘bought-into’ by either men or women. You just have to ask yourself whether the one you have chosen specifically alienates men.

Inevitably, a strong and differentiated worldview will bring the community into conflict with others. In Etsy’s case, it is the prevailing cultural belief that low priced consumption and globalization are good at whatever cost. Conflict with an opposing ideology can be a benefit within a community. It can help create solidarity in the face of a perceived threat.

The other key ingredient of community is interaction between its members. In fact, a community is about as strong as the degree to which its members interact with each other. Whether virtual or face-to-face (face-to-face is always better, as a species we’ve been wired to communicate in many non-verbal and non-written ways), a community should strive to do everything it can to be social.

So perhaps it’s here that a community should strive to reach out to and involve its potential and existing male members, given this gender’s tendency not to be social. But there are examples of many male dominated subcultures that are thriving (fans of sports teams for example).

Are there ways in which subcultures or virtual communities can be more inviting?
Many. And it’s critical to be welcoming. The way cults and many successful religions work, for example, is for members in the organization to form direct relationships with those outside of it. This happens before any major effort is made to convince the potential recruit of the ideology (which may repel them early in the relationship). We’re social animals, belonging is a fundamental part of the human condition, and forming a relationship eases the person into the organization. The monologue that’s going on in the recruit’s mind is: “Well, I like this person and we share many of the same values. Their religion/organization/brand can't be that bad. I’ll give it a try.”

This applies to buying brands, too. A personal recommendation from a person with whom you already have a relationship (family member, friend, colleague or other trusted source) is the strongest incentive to buy something, bar none.

What could individual sellers do to attract male shoppers or to brand their stores or a line of products?  Any specific ideas?
The very first thing to do is understand your potential male purchaser. Get insight about what his needs are, his lifestyle, what he's like. Basic consumer research goes a long way in both being able to design a product that meets his specific needs, and in how you pitch it to him. The tendency of many producers, whether it be a producer of handmade goods, or even a major corporation, is to have an idea, make it, and expect customers to beat a path to their door. A critical step is to find out whether people want it, or their motivation might be to buy something like it.

It’s hard to give specific examples because each product and the need it’s satisfying will be different (or should be). But get out there and learn. Then craft your product and pitch accordingly.

Do you have any anecdotes to share about communities that were once gendered in some way transforming into a more mixed group?
Somewhat related might be what Saturn Cars did when they launched. They realized that, contrary to popular belief, and contrary to how every other American car maker sold, more cars are bought by women than men.

Through many radical changes to how cars had been sold for decades, Saturn did things that appealed to both men and women. They did away with haggling over the price, and made a set price for each car. They made the dealerships appear more like your living room than some messy office where the dealer was about to screw you. They ran classes for people to learn basic repairs. They had ‘community events’ that centered on the local dealership, such as owner car rallies, barbecues, trips out to the local theme park.

The buying and owning experience felt like more of a community experience, and less traditionally male dominated than any other car brand could offer. And they grew to become the best selling small car within two years.

Do you think that the crafting scene is not jibing with males who make stuff (not necessarily crafty stuff)?
It’s hard to generalize, but ‘crafting’ might need a makeover to get away from the ‘hobbyist’/cutesy/amateur image that it may have. Personally, ‘crafting’ connotes all those things I just mentioned. ‘Handmade’ means something different. And ‘Handmade,’ when associated with the kind of movement Etsy is trying to start, means something else again. To me, it’s the latest iteration of the anti-industrial, depersonalized means of production that William Morris and Gustav Stickley pioneered in nineteenth century England and America as a reaction to the dehumanizing effects of industrialization. Buying something handmade now starts to feel like it’s both a purchase of quality and a statement.

Many, many successful brands have championed causes and had clear values. And people have bought them as much because they personally identify with those values, as the quality of the features. Apple is a great example: it stands for creativity and non-conformity. Committed Apple users would define themselves, and the brand, as standing for those things.

Creating that emotional, values-based bond leads to incredible commitment. I see a huge opportunity in Etsy sellers aligning themselves with the values of Handmade that Etsy is championing. Badge it in someway. Buyers are likely to proudly show off their items not just for the inherent worth of the product, but because it stands for a value they actively support, whether they are male or female.

Looking for more info on branding and marketing? Check out our recent interview with branding guru Seth Godin.