The third and biggest trend is the one you already know about intuitively- that use is being decoupled from consumption, meaning that while people are still using an ever expanding list of tools ( say, calendars, cameras, and calculators), they’re not purchasing and using those physical devices anymore. Instead, they’re buying a single object that replaces all of them, and dozens more. Put simply, we can now fit in our pocket the huge piles of stuff that used to fill our living rooms and offices.
…is how you, as a company, see women, and it is also what you are trying to sell us about ourselves. Billabong makes products for men, who go out there like badasses and catch awesome waves, and also for women, who basically just lie around uncomfortably, waiting to be looked at and desired.