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Marketing to Women - UK - February 2017

OVERVIEW
What you need to know
EXECUTIVE SUMMARY
The market
Self-employment booms
Age of motherhood continues to rise
It’s good to share
The consumer
Young women prepare for the future
Figure 1: Aspirations over the next three years, by youngest and oldest demographics, October 2016
Hobbies and interests offer an ‘escape’ from modern lives
Figure 2: Main hobbies and interests, October 2016
A polarised view of female role models
Figure 3: Attitudes towards female role models, October 2016
Women gravitate towards traditional roles
Figure 4: Confidence in life skills, October 2016
Young women under pressure
Figure 5: Top seven causes of stress over last 12 months, by youngest and oldest demographics, October 2016
Walk it out
Figure 6: Ways in which stress has been tackled, October 2016
The rise of feminism
Figure 7: Women’s attitudes, October 2016
Relatable advertising most resonant
Figure 8: Perceptions of common advertising themes, October 2016
What we think
ISSUES AND INSIGHTS
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
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
An ageing population
Figure 9: Trends in the age structure of the UK female population, 2011-21
Employment
The boom in female self-employment
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
Figure 11: The financial confidence index, females only, April 2013-November 2016
Figure 12: Past and future spending, females only, November 2016
Age of motherhood continues to climb
Figure 13: Total fertility rate (TFR) and number of live births, England and Wales, 2009-15
Effort put into staying healthy
Figure 14: Amount of effort people put into staying healthy, females only, by age, August 2016
Digital activities indicate interest in sharing
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
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
Travel is a leading aspiration
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
Reading is a top interest
Figure 17: Main hobbies and interests, October 2016
Sport and exercise as an aspiration
Financial challenges dampen travel plans
ATTITUDES TOWARDS FEMALE ROLE MODELS
Young women seek independent role models
Figure 18: Attitudes towards female role models, by youngest and oldest demographics, October 2016
The rise of feminism
Figure 19: Under Armour ‘I Will What I Want’ campaign starring Misty Copeland, 2015
The celebrity-(non)effect
CONFIDENCE IN LIFE SKILLS
Traditional roles rule
Figure 20: Confidence in life skills, October 2016
Necessity breeds confidence
DEALING WITH STRESS
Money, money, money
Figure 21: Causes of stress over last 12 months, October 2016
Young women and mental health
Figure 22: Repertoire of causes of stress over last 12 months, October 2016
Figure 23: Meik Wiking’s The Little Book of Hygge, 2016
Walk it out
Figure 24: Ways in which stress has been tackled, October 2016
A problem shared is a problem halved
WOMEN’S ATTITUDES
The rise of feminism…
Figure 25: Women’s attitudes, October 2016
…could be damaged by celebrity involvement
A gender-less society?
PERCEPTIONS OF COMMON ADVERTISING THEMES
Relatable advertising viewed as most positive
Figure 26: Perceptions of common advertising themes, October 2016
Figure 27: Attitudes towards advertising themes, October 2016
Figure 28: Rose & Willard ‘Confidence’ clothing campaign, 2016
Emotion out-performs the ‘hard-sell’
APPENDIX – DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Abbreviations
Consumer research methodology
Correspondence analysis methodology

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