loyalty

They both grew up in Wasilla and they’ve known each other for some 40 years since they attended the same elementary school. Each is an ambitious, outspoken, competitive, conservative, God-fearing, married, working mom with five kids. They live seven miles apart in a state whose area is so vast that it exceeds that of Texas, California and Wyoming combined.

Both are former beauty pageant contestants. Sarah won the Miss Wasilla contest and finished second in Miss Alaska; Kristan (whom Sarah calls "Krissy") was Miss Alaska and then Mrs. Alaska a few years later. In the more-than-you-want-to-know category, according to one hairstylist I know, they both wear as-seen-on-TV “Bumpits” hair lifts. When two women have so much in common and such a long shared history, it lays the foundation for a strong friendship.

But most female friendships, even the best of them, don’t last forever---so as their lives and career paths diverged, the two best friends could have easily drifted apart. Sarah, 45, pursued a career in politics, first as a mayor and then as a governor and a vice-presidential candidate while Kristan, 47, built a small but successful real estate business, heading up a team of 15 people. On her Facebook profile, Kristan “only shares certain information with everyone,” including the names of her friends; Sarah has more than 620,000 “supporters.” Kristan has remained intimately involved in Palin’s affairs as a supporter, campaign donor, and spokesperson. Kristan is a trustee of The Alaska Fund Trust, Sarah and Todd Palin’s legal defense fund.

As Governor, Sarah named Kristan to the Alaska Board of Agriculture and Conservation, an appointed regulatory position that serves at the pleasure of the Governor. In September 2008, when the McCain-Palin campaign launched a “Truth Squad” to combat the liberal media and dirty Democrats, Kristan was named to the Squad. Recently, Kristan assumed the awkward role of interpreting her pal’s bewildering resignation speech to the national press.

It’s hard to understand what makes some friendships stick while others fall apart. For better or worse, Sarah and Kristin remain BFFs. Shared history? Shared values? Loyalty? Trust? Maybe all of the above.

If you need one more shred of evidence of the gender differences in interpersonal relationships, you’ll find it in a short piece by Alex Mindlin buried in the Business Section of this morning’s New York Times. When it comes to customer loyalty, women aren’t necessarily more loyal than men; it’s just that their loyalties take a different form.

In a series of studies reported in the July 2009 Journal of Marketing, researchers from the Netherlands found that female consumer loyalties are more intimate and personal. For example, women are fiercely loyal to a particular hair stylist rather than to a salon, or to a particular doctor rather than to a clinic or hospital. If you are one of the women, like many, who feel like your hairdresser understands you (and your hair), this shouldn’t come as a surprise.

“Women tend to view themselves as being connected with and dependent on a few specific individual others. In contrast, men tend to view themselves as being connected with and dependent on larger groups of people and organizations,” write the marketing professors.

Their targeted advice for the ad world: “Because individual relationships are more important to women, they are more likely to develop loyal customer relationships with individual service providers. Conversely, men find group relationships important and are more likely to develop loyal customer relationships with firms and organizations.” Thus, advertising strategies focused on personal relationships are more likely to be effective with women.

If we extrapolate these results to our friendships, it reinforces what we already know. In general, female relationships tend to be characterized by greater intimacy (and a different kind of loyalty) than those of men.

Guilty as charged: The term BFF has morphed into a meaningless platitude due to extreme overuse. Now, the term is even being used to hurl an insult.

The evidence: The headline of a recent op-ed in the New York Times read, Rudy and Bernie: B.F.F.’s? The popular acronym “best friends forever” (typically used with gushing insincerity) was being used to criticize the blind loyalty that presidential candidate Rudy Giuliani displays towards his friend, Bernie Kerik. A former NYC police commissioner under the Mayor, Kerik was indicted last week on counts of tax fraud, corruption and conspiracy. Many critics believe that in their relationship, loyalty and friendship have trumped integrity.

What caught my eye---as a friendship blogger---is that the acronym wasn’t being used, as it typically is, as a term of endearment. The headline writer was using it pejoratively to describe a relationship that logically should have long since ended.

And the big news: Its appearance in the venerable Gray Lady suggests that the term BFF has moved from an IM shortcut to the accepted lexicon of language and print.

“Whenever you read that a candidate ‘values loyalty above all else’ — run for the hills,” wrote Times columnist Gail Collins. “Loyalty is a terribly important consideration if you’re choosing a pet, but not a cabinet member.”

Which again raises the question, should we maintain friendships and keep friends whatever the cost?