Table of Contents
Overview
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- What you need to know
Executive Summary
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- The market
- Self-employment booms
- Age of motherhood continues to rise
- It’s good to share
- The consumer
- Young women prepare for the future
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- Figure 1: Aspirations over the next three years, by youngest and oldest demographics, October 2016
- Hobbies and interests offer an ‘escape’ from modern lives
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- Figure 2: Main hobbies and interests, October 2016
- A polarised view of female role models
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- Figure 3: Attitudes towards female role models, October 2016
- Women gravitate towards traditional roles
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- Figure 4: Confidence in life skills, October 2016
- Young women under pressure
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- Figure 5: Top seven causes of stress over last 12 months, by youngest and oldest demographics, October 2016
- Walk it out
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- Figure 6: Ways in which stress has been tackled, October 2016
- The rise of feminism
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- Figure 7: Women’s attitudes, October 2016
- Relatable advertising most resonant
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- Figure 8: Perceptions of common advertising themes, October 2016
- What we think
Issues and Insights
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- Women as more than mothers
- The facts
- The implications
- The anti-celebrity movement
- The facts
- The implications
- Breaking gender divides down further
- The facts
- The implications
The Market – What You Need to Know
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- Older female workers indicate opportunities for brands
- Self-employment booms
- Financial confidence strong
- Age of motherhood continues to rise
- It’s good to share
Market Drivers
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- An ageing population
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- Figure 9: Trends in the age structure of the UK female population, 2011-21
- Employment
- The boom in female self-employment
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- Figure 10: Employment and unemployment, by gender, 2011-21
- Gender inequality
- Promoting diversity to boost UK economy
- Getting mothers back into the workplace
- ‘Period’ leave
- Financial confidence improving
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- Figure 11: The financial confidence index, females only, April 2013-November 2016
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- Figure 12: Past and future spending, females only, November 2016
- Age of motherhood continues to climb
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- Figure 13: Total fertility rate (TFR) and number of live births, England and Wales, 2009-15
- Effort put into staying healthy
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- Figure 14: Amount of effort people put into staying healthy, females only, by age, August 2016
- Digital activities indicate interest in sharing
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- Figure 15: Selected online activities performed in the last three months, females only, December 2015 and July 2016
The Consumer – What You Need to Know
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- Young women prepare for the future
- Hobbies and interests present an ‘escape’ from modern lives
- A polarised view of female role models
- Women gravitate towards traditional roles
- Young women under pressure
- The rise of feminism
- Blurring gender roles
- Relatable advertising most resonant
Future Aspirations
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- Travel is a leading aspiration
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- Figure 16: Aspirations over the next three years, by youngest and oldest demographics, October 2016
- Preparation is in for today’s young women
- Seniors need a hobby
Hobbies and Interests
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- Reading is a top interest
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- Figure 17: Main hobbies and interests, October 2016
- Sport and exercise as an aspiration
- Financial challenges dampen travel plans
Attitudes towards Female Role Models
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- Young women seek independent role models
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- Figure 18: Attitudes towards female role models, by youngest and oldest demographics, October 2016
- The rise of feminism
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- Figure 19: Under Armour ‘I Will What I Want’ campaign starring Misty Copeland, 2015
- The celebrity-(non)effect
Confidence in Life Skills
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- Traditional roles rule
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- Figure 20: Confidence in life skills, October 2016
- Necessity breeds confidence
Dealing with Stress
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- Money, money, money
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- Figure 21: Causes of stress over last 12 months, October 2016
- Young women and mental health
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- Figure 22: Repertoire of causes of stress over last 12 months, October 2016
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- Figure 23: Meik Wiking’s The Little Book of Hygge, 2016
- Walk it out
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- Figure 24: Ways in which stress has been tackled, October 2016
- A problem shared is a problem halved
Women’s Attitudes
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- The rise of feminism…
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- Figure 25: Women’s attitudes, October 2016
- …could be damaged by celebrity involvement
- A gender-less society?
Perceptions of Common Advertising Themes
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- Relatable advertising viewed as most positive
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- Figure 26: Perceptions of common advertising themes, October 2016
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- Figure 27: Attitudes towards advertising themes, October 2016
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- Figure 28: Rose & Willard ‘Confidence’ clothing campaign, 2016
- Emotion out-performs the ‘hard-sell’
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
- Correspondence analysis methodology
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