We have completed a global project, conducted across 14 countries in partnership with Mindshare.
The project looks at attitudes to womanhood and femininity amongst all ages and social grades of women. We look at beliefs about gender fluidity; attitudes to traditional life scripts and alternative ones; aspirations around how women would like to be described by others; hopes for their futures. We also look at feelings about marketing that targets women. What has become clear through this project, is that a new normal is emerging where the worst excesses of stereotyping are no longer acceptable. More interestingly it has become evident that 'femvertising' as an alternative to the traditional models won't be sufficient to satisfy women's appetite for change.
If you would like to hear more about our findings, we are currently taking the research out to clients to share it. Just get in touch and we are more than happy to give you our top line findings.
