A consumer insights study by Anthem Worldwide, the brand development division of Schawk, seeks to help brand mangers understand the persistent expectations and internal and external motivations of women.
The study looked at broad cultural and attitudinal trends across three generations of women—Millennials, Generation X, and Baby Boomers—and found that while women are seeking to embrace their newfound power, there are persistent expectations for women to do it all, look good, and be nice, regardless of their generation or their age. The study also includes data from Anthem’s survey of a national sample of 1,033 females from Ipsos’ U.S. online panel. In addition to delivering the test audience, Ipsos conducted the survey.
Key findings from the study include:
• 70% of women are motivated to be financially independent.
• 77% of women feel expected to make sure the household runs smoothly,
• Almost 50% of Generation X women wanted products and services that “would help me fit everything into my day,” and nearly half of these women also said they’d pay more for products that make their life easier.
• There are more women motivated to have balance in life (75%) and be fulfilled (73%) compared to those motivated to do it all (44%).
• 63% of women feel expected and a close 59% are also motivated to be attractive.
• Almost 60% of Baby Boomer women feel expected to be attractive and feminine, despite feeling forgotten by the beauty industry.