What does today’s woman think about aging? Where do her priorities lie? What will she discuss on social media? And what is preferred, a night of great sleep or amazing sex?
The sixth wave of FleishmanHillard’s Women, Power & Money study looks at these – and many other – topics, revealing women’s thoughts on their personal and professional lives. The study, conducted with Hearst Magazines and Ipsos, surveyed more than 4,300 women and men (between the ages of 21 and 70) from Brazil, China, the UK and U.S. Men were asked the same questions to probe for differences.
While some results hold true across ages and countries, many responses show significant culture- and age-based differences, demonstrating the challenges marketers have in today’s global economy.
While “financial security” is the top phrase that comes to mind when thinking of success, women prioritize their children. Among parents, women in every country polled said “Your child’s future” was their No. 1 concern. This was reinforced with a majority of women in each country choosing children as their top priority.
Fairness in the workplace and marketplace are important, with large majorities of women in all four countries saying women still face discrimination and are judged unfairly when they are assertive at work.
Discrimination is a topic that carries over to purchase decisions. In fact, a publicized event of discrimination against women is the No. 1 reason women in the UK and U.S. would stop buying a company’s product – and never consider buying it again.
Women continue to embrace social media and the Internet, but at least 33 percent of women in all four countries are more concerned about online privacy today than a year ago. In addition, about 20 percent of women in all countries – except China – say they have seen online ads so specific to them that it made them uncomfortable. Fewer than one in 20 Chinese women said the same thing.
About 70 percent of women have asserted themselves through online reviews of products and services and are generally twice as likely to be motivated by a good experience vs. a bad one. They typically are following at least four brands on social media and are most willing to offer an opinion on purchases. Fewer are willing to comment about politics and religion, and almost none will share feelings about sex and money online.
When it comes to aging, quality living is more important than longevity to women. About 90 percent would rather live 10 more years in good health than 20 more with limited mobility. In fact, 80 percent have a greater fear of needing to be taken care of than of tending to someone else in their old age.
Regarding sex, women generally are more satisfied than men in their sex lives. Also, perhaps not surprisingly, sex takes a higher priority with men. In the UK and U.S., more women would rather give up three months of sex than go three months without technology. And except for Brazil, a majority of women would rather have a great night’s sleep than a night of amazing sex.