© 2013 The Futures Company | 1

Quick Facts

What’s Changing

Generations Mommy Matters

Challenges

Now What?

Brands & Marketing

Quotes of Note

Other Resources

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WOMEN

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© 2013 The Futures Company | 2

QuickFacts

An assortment of facts and figures providing a quick viewof women

WOMEN

Women in the U.S. control 73% of household spending, the equivalent of more than $4 trillion in annual discretionary spending (U.S. Joint Economic Committee)

69% of women say they have most or all of the household responsibility for grocery shopping, and 65% say they have most or all of the responsibility for choosing what grocery products to buy

80% of healthcare spending decisions are made by women (TIME) The median age at first marriage for women was 26.5 in 2011, versus 20.3 in 1960

(Pew Research Center) Two-thirds of families rely all or in part on a mother’s income, and in more than one-third of families the mother

is the primary earner (U.S. Congress Joint Economic Committee) In the 2010-2011 academic year, 57% of bachelor’s degrees and 60% of master’s degrees, and 51% of

doctorate’s degrees were awarded to women (National Center for Educational Statistics) 17.8 million American households consist of women who live alone (U.S. Census Bureau) Women’s labor force participation has risen from 43.9% in 1972 to 57.7% in 2012 (peaked at 60% in 1999) (

U.S. Bureau of Labor Statistics) From 1965 to 2011, the average amount of time moms spent per week on housework decreased by 44%, and

the amount of time spent doing paid work increased by 163% (Pew Research Center) 37.6% of married, working women earned more than their husbands in 2011, up from 30.7% in 2001 (

U.S. Bureau of Labor Statistics) Women earn 77 cents to every dollar a man earns in the U.S. (White House) In the U.S., the average social gamer is a 43-year-old woman (PopCap Games)

© 3 2014

What’s Changing

Shifting dynamics that businesses and brands must understand to reach women

CHOICE AT THE CENTER

WOMEN

MINDSET RESETFEMININITY REDEFINED

© 4 2014

What’s Changing

Shifting dynamics that businesses and brands must understand to reach women

WOMEN

Agree: I feel that I can make a difference to the world around me through the choices I make and the actions I take (Global MONITOR 2013)

BACK

75%

CHOICE AT THE CENTER: Women are faced with more choices than ever, and choice is a central dynamic in women’s lives. Ever-increasing workplace participation and social independence mean their repertoire of roles has become increasingly broad.

© 5 2014

FROM ASPIRATIONAL TO ATTAINABLE: Health has long been a major goal and challenge for women; now, buoyed by rising control, empowerment, and information in all realms of life, women are shifting their views on health, from aspirational to attainable.

What’s Changing

Shifting dynamics that businesses and brands must understand to reach women

WOMENBACK

61%

IN CONTROL:

61% of women feel they have control over their health (Top 3 box on a 10-point scale)

MOTIVATED:

75% of women agree that “I’m trying to take better care of my health today than just a few years ago”

91%

THE LONG VIEW:

91% of women are motivated to maintain or improve their health “to improve my chances of good future health”

75%

© 6 2014

FEMININITY REDEFINED:

CELEBRATING SUCCESS: Female passivity is a thing of the past, and success in the public realm is no longer incompatible with femininity.

75% of women who’ve held a job believe they can advance in the workplace regardless of gender (Allstate-National Journal Heartland Monitor Poll)

60% of women agree: "I work hard at coming out on top in every situation—from the least important to the most important," up from 53% in 2008

POISED TO PLAY: Women are casting aside antiquated notions of female modesty to engage playfully with vice. Rather than tiptoeing around obsolete social norms, they are boldly and unabashedly breaking the rules.

51% of women say “Freeing yourself from the expectations of others” is important in their personal life today

HERITAGE PRESERVED: Multicultural women are highly engaged in the redefinition of femininity. However, as they transcend their traditional societal and familial roles, cultural heritage remains central to their values and identities.

47% of multicultural women “feel your cultural heritage strongly influences your role as a woman,” compared to 27% of Non-Hispanic White women

What’s Changing

Shifting dynamics that businesses and brands must understand to reach women

WOMENBACK

© 7 2014

CENTENNIALS MILLENNIALS

XERS BOOMERS

WOMEN

GenerationsThe key generational hallmarks of womanhood

© 8 2014

GIRL UN-INTERRUPTED: Teenage girls are maturing faster than their male counterparts and are showing that they possess the confidence, competence, and capability to be social leaders.

BACK

Inspiring change:

14-year-old Julie Blumh started the protest to get teen magazines to stop

Photoshopping their models.

52%Agree: I really love school (vs. 43% of boys)

75%

Agree: having a job you love is an accomplishment they will achieve in their lifetimes (vs. 65% of boys)

15-year-old Sarah Kavanaugh led the online charge to get

Gatorade to drop harmful chemicals from its formula.

CENTENNIALS

WOMEN

GenerationsThe key generational hallmarks of womanhood

Among 12-17 year-olds (2013 TRU Youth MONITOR)

© 9 2014

GIRL POWER, GROWN UP: Raised on the values of feminism and 90s Girl Power, Millennial women experience female empowerment as the norm. However, this empowerment is still incomplete, and the reality young women must navigate is increasingly complex.

BACK

Empowered and ambitious:

And confronting enduring challenges:

53% 75%

Agree: people who aren’t successful in life have no one to blame but themselves (vs. 43% of men)

Consider “following your dreams” to be extremely/very important in their lives (vs. 67% men)

25% 54%

Agree: men and women have equal job opportunities (vs. 54% of men)

Agree: women have it harder in life (vs. 27% of men)

(Among Millennials ages 17-35)

(Among Millennials ages 18-29; 2013 TRU Youth MONITOR)

MILLENNIALS

WOMEN

GenerationsThe key generational hallmarks of womanhood

© 10 2014

SEEKING BALANCE: As they approach midlife (with the oldest turning 50 in 2015), Xer women are relinquishing their onetime drive for perfection in work and life, and are instead getting real about their own needs.

BACK

59%

EASING UP:

Agree: I work hard at coming out on top in every situation—from the least important to the most important (vs. 74% of Xer men)

74%

FACING REALITY:

Consider “being honest with yourself about your strengths and weaknesses” to be extremely/very important in their personal lives today

68%

SETTING PRIORITIES:

Consider “having a balance between work and personal life” a sign of success (vs. 58% of Xer men)

GEN Xers

WOMEN

GenerationsThe key generational hallmarks of womanhood

© 11 2014

THE INNER JOURNEY CONTINUES: As they redefine aging, Boomer women continue to seek self-knowledge and meaning in their lives. Giving voice and expression to what the Boomer woman discovers about herself is paramount.

BACK

73%

PROUDLY UNIQUE:

Agree: I am true to myself (vs. 62% of Boomer men)

70%

CONFIDENT:

Agree: I have the confidence to do my own thing (vs. 60% of Millennial and Xer women)

67%

MOTIVATED:

Consider “striving to reach your full potential as a person” extremely/very important in their personal lives today (vs. 58% of Boomer men)

BOOMERS

WOMEN

GenerationsThe key generational hallmarks of womanhood

© 12 2014

Mommy Matters

This remarkably heterogeneous group remains the gatekeeper of American life

WOMEN

MAMACULTURALS FOR THE MOMSFOR THE KIDS

© 13 2014

Mommy Matters

This remarkably heterogeneous group remains the gatekeeper of American life

MAMACULTURALS

While many women may be opting out of motherhood completely, moms remain a key group in the U.S. marketplace. With the redefinition of parenting and the adjustment of family roles for both men and women, it’s crucial to recognize that not all moms have the same needs, and that there are several key subgroups emerging.

Majority-Minority: For the first time in history, the majority of babies born in the U.S. in 2011 were not Non-Hispanic Whites, making young mothers a “majority minority” segment. Attitudes toward cultural connectedness distinguish ethnic mothers from their Non-Hispanic White counterparts.

Cultural Heritage: Parenthood can motivate ethnic mothers to preserve their cultural legacy and share it with their children, thus opening up a retro-cultural chapter in many ethnic mothers’ lives.

Generational Ties: Grandparents’ greater presence in ethnic households builds stronger ties between the youngest and oldest generations of the family and enhances their sense of history.

WOMENBACK

© 14 2014

Mommy Matters

This remarkably heterogeneous group remains the gatekeeper of American life

FOR THE KIDS

Got Grit? Grit—a mix of perseverance, resilience, and heart—is on the rise as a value that parents want to instill in their young children.

“Around the nation, schools are beginning to see grit as key to students' success—and just as important to teach as reading and math. ... Parents love the notion of grit; they all want their kids to have it.” (NPR)

88% of moms agree: If I just work hard enough, eventually I will be able to achieve what I want out of life, vs. 83% of dads (among those working full- or part-time with kids younger than 18)

Family Time: Spurred by the events of the late 90s and the early 00s, both parents and kids are seeking an enhanced kind of togetherness.

69% of EN.Gens ages 12–15 agree: I really like to do things with my family (up from 62% in 2000) (TRU Youth MONITOR)

71% of parents with children under 18 consider “spending lots of time with your family” a sign of success

WOMENBACK

© 15 2014

Mommy Matters

This remarkably heterogeneous group remains the gatekeeper of American life

FOR THE MOMS

When mom’s not happy…: Today’s young moms are showing comfort acting on the need to sometimes put themselves first, an acknowledgement that if they aren’t in a good place, they can’t be emotionally present for those they care about.

WOMENBACK

61%

Of mothers with children younger than 18 say leisure time “provides a chance to rest or relax and do nothing in particular,” vs. 39% who say it “gives me time for activities that I really enjoy and look forward to doing”

24%Of mothers with children younger than 18 feel that “freedom to do your own thing” is missing from their lives (versus 13% of non-mothers of children under 18)

© 2013 The Futures Company | 16

HEADSPACE CAREGIVING

Women control their own destinies, but while they lead social and economic change, obstacles endure.

FINANCES

Challenges

Despite tremendous progress, women continue to experience challenges every day

WOMEN

© 2013 The Futures Company | 17

HEADSPACE

STRESSED: Women, facing options and expectations that are more varied than ever, have a significant and immediate need for headspace: the clarity and focus necessary to manage daily life in all its complexity.

BACK

TIME-PRESSED:

Agree: No matter how hard I try, I never seem to have enough time to do all the things I need to do, vs. 52% of men

53%

FATIGUED:

Agree: I often feel too tired to do the things I want to do, vs. 43% of men

60%

SOCIAL SUPPORT:

Find “venting to a friend or family member” to be one of the best ways to relieve stress, vs. 27% of men

50%

Challenges

Despite tremendous progress, women continue to experience challenges every day

WOMEN

© 2013 The Futures Company | 18

FINANCES

SEEKING SAVVY: Women have long held control over day-to-day household spending. Now, they are encountering the challenge of managing long-term household finances and planning for their financial futures earlier in life.

Overwhelmed, inexperienced, and cautious:

• 56% of women agree: I feel overwhelmed by the number of different ways I can invest my money vs. 47% of men

• 23% of women consider themselves experienced investors, vs. 35% of men

• 64% of women agree: I’ll never spend my money as freely as I did before the recession

2009 2010 2011 2012 2013

53% 51%46% 46%

39%

BACK

Yet making progress:

WOMEN

I do not have as much discipline as I would like when it

comes to how I spend money

Challenges

Despite tremendous progress, women continue to experience challenges every day

© 2013 The Futures Company | 19

CAREGIVING

WHAT ABOUT HER? Women fill critical caregiving roles, with many facing internal and external pressure to prioritize their families over themselves.

BACK

59%

FAMILY FIRST:

Agree: I make many personal sacrifices for the good of my family (top 3 box), vs. 49% of men

83%

CONSIDERATE:

Agree: Before I make decisions I think about the impact my actions might have on others, vs. 78% of men

51%

SEEKING FREEDOM:

Consider “freeing yourself from the expectations of others” extremely/very important in their personal lives today, vs. 45% of men

WOMEN

Challenges

Despite tremendous progress, women continue to experience challenges every day

© 2013 The Futures Company | 20

Now What?

A roadmap for developing successful marketing strategies for women

WHAT’S YOUR ISSUE?

HOW CAN I CONNECT WITH TODAY’S MOM?

IS MY TARGET A LIFESTAGE OR A GENERATION?

ARE WOMEN’S ATTITUDES ON STRESS CHANGING?

WOMEN

© 2013 The Futures Company | 21

Help! I want my brand to be aligned with today’s mom.

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You have to decide which of the key dynamics driving trends in modern motherhood—those for the kids or those for the moms—you want to tap into. Does your brand help mom take care of her family or does it help her take better care of herself.

Depending on which message you want to send, dig into what matters most for mom. Knowing, for example, the value placed on the virtues of grittiness, will help you strike the right tone.

Don’t stop with a message. Take a leadership position and show moms that your brand not only can help her with the hardest job in the world, but that it is speaking out on her behalf. Moms want more than a product; they want a partnership.

CHOOSE ALIGN LEAD

BACK

Now What?

A roadmap for developing successful marketing strategies for women

WOMEN

© 2013 The Futures Company | 22

Help! I’m not sure what the intersection of lifestage and generation means for my brand.

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If your brand speaks to women at a certain lifestage (homeownership, motherhood, peak earning, etc.), do you know which generation of women are at the core of your business? And how the next generation is going to shape it?

Plant the seeds of change now, so that when the next generation of women are ready to inherit your brand’s particular lifestage, your brand has future-proofed itself for the changes they will bring.

Planning ahead can make it easier for the next generation of women to quickly see and connect with your brand’s value. But they will continue to evolve throughout the lifestage, perhaps changing the very rules of it along the way. Be prepared to grow along with your core consumer.

KNOW SOW GROW

BACK

Now What?

A roadmap for developing successful marketing strategies for women

WOMEN

© 2013 The Futures Company | 23

Help! I need to know what’s changing about stress in women’s lives.

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Stress has long been a bigger problem for women than men, but attitudes are changing as women face stress with an ever-growing set of tools to help manage it. Their need for headspace—for simplicity and reduced drag—has never been greater.

Tried-and-true approaches to stress like transporting or minimizing it continue to be effective. But the growing opportunity area is in the “reset,” or a sustainable co-existence with stress that women seek.

Rather than overpromising on the ability of your brand to completely eliminate stress, look to realign your message with women’s increasing recognition that stress in moderation is something to take in stride and with grace.

RECOGNIZE REFRAME REALIGN

BACK

Now What?

A roadmap for developing successful marketing strategies for women

WOMEN

© 2013 The Futures Company | 24

Brands &Marketing

Brands and campaigns that resonate with the values and lifestyles of women

GE: In “Childlike Imagination,” mothers working in STEM careers are portrayed as role models and innovators to their admiring children. The commercial effectively taps into the need for more women in math- and science-related fields while also recognizing the power of working mothers to inspire their kids with their careers. VIEW AD

PANTENE: The “ShineStrong” ad portrays both men and women in the workplace, playing the same roles and displaying the same mannerisms but labeling men rewardingly with positive characteristics such as “boss,” “neat,” and “persuasive,” and women with negative stereotypes such as “bossy,” “vain,” or “pushy.” In bringing the discussion of contradictory gender labels to the table, Pantene stood firmly as an advocate for empowering women and for gender equality, rocking the internet in the process. VIEW AD

DOVE: Dove consistently encourages women to consider and focus on their true beauty. Addressing concerns about aging, professional appearance, and other aesthetic issues, Dove shows that women should no longer let self-image be a barrier. VIEW BEAUTY PATCH AD

GoldieBlox: The company has made waves since it hit the market in 2012, branding themselves as a company that supplies “Toys for Future Innovators” and promotes “Disrupting the Pink Aisle.” In a parody of the 1987 “This is Your Brain on Drugs” PSA, GoldieBlox uses an egg to show what happens to young girls’ brains on “Princess” and on “Engineering,” a statement about the ever-expanding array of roles and evolving notions of femininity today’s young woman has to choose from. VIEW AD

WOMEN

© 2013 The Futures Company | 25

Quotes of Note

Useful snippets of relevant content about men to add color to these insights

"If women spent the latter half of the twentieth century getting to the table, the twenty-first century will be all about securing our place at it." (Deborah Hayes, Director of Public Affairs, Pew Charitable Trusts, A Woman’s Guide to Successful Negotiating)

“Smart organizations—and those that succeed over the next decade and beyond—will understand that the 21st century is the ‘Women’s Century.’ Women’s economic empowerment and entrepreneurial growth will drive the world’s economy. It’s not a matter of ‘if’—but rather a matter of ‘to what heights’.” (Muhtar Kent, Chairman of the Board & CEO, The Coca-Cola Company)

“Women in their 40s today are part of the first wave of women to grow up with more choices. We have seen the consequences of delaying marriage, fore-going childbirth or following an unexpected career path in large numbers. And while we all have made different decisions, what we all have in common by the time we hit our 40s is the comfort of finally making decisions that are right for us.” (Christina Vuleta, author of the 40:20 Vision blog)

“You can be good at technology and like fashion and art. You can be good at technology and be a jock. You can be good at technology and be a mom. You can do it your way, on your terms. … If you can find something that you're really passionate about, whether you're a man or a woman comes a lot less into play. Passion is a gender-neutralizing force.” (Marissa Mayer, CEO of Yahoo)

“Now we’ve seen a generation of fully empowered and emancipated women … They enjoy fantasies of all kinds as boldly as men have always enjoyed them. And that is a marvelous development.” (Anne Rice, author)

"We've arrived at the future our feminist leaders campaigned for decades ago, but many of us are not fully equipped to deal with the inevitable, often painful, adjustments that come with the shift.” (Farnoosh Torabi, author of When She Makes More: 10 Rules for Breadwinning Women)

“Young mothers no longer necessarily feel compelled or pressured to reduce their career aspirations. Attitudes about working mothers are more favorable today than ever before. In addition, husbands are more likely to be involved in family work, providing much needed support for working mothers.” (“Times Are Changing: Gender and Generation at Work and at Home,” Families and Work Institute)

WOMEN

© 2013 The Futures Company | 26

Future Perspectives Women 2020: How Women's Actions and Expectations Ar

e Changing the Future MONITOR LIVE Spotlights February 2014: The F Words: Millennial Women of Femini

sm, Finances, Family March 2013: March Trend Madness May 2012: More than Moms: Rediscovering Gen X Wome

n January 2011: Boomer Women MONITOR Minute Meet the Mamaculturals: Connecting with an emerging

segment Understanding Moms’ Mental Wallets This Mothers’ Day, Consider Unmarried Moms Vixens and Vice Futures5 “Pinterest effect” bad for moms Case Study: Dove strikes a nerve with its latest viral video Manifestation: Barbie and gender-bending Report: Changing state of motherhood Rising Fortunes: Women and economic opportunity Tension: Yahoo clamps down on working at home

OtherResources

Links to additional content on women

Multicultural MONITOR January 2013 Multicultural Mosaic: More on Mamaculturals October 2012 Trending Multicultural: Mamaculturals (Multicultural

MONITOR subscribers only; log in here)

Other Sources Working Women, The Futures Company Blog, March 2012 “Times are Changing: Gender and Generation at Work and

at Home,” Families and Work Institute “Kamala Harris, Sheryl Sandberg, and a Double Bind for

Working Women,” Slate “How Women Lead: It’s All About Creating a Culture of

Collaboration,” TLNT “Invest in Women, Invest in America: A Comprehensive Review

of Women in the U.S. Economy,” U.S. Joint Economic Committee “Modern Parenthood: Roles of Moms and Dads Converge as

They Balance Work and Family,” Pew Research Center “The Growing Buying Power of Women,” TIME “Women, Money and Power,” TIME “The New Class of Female CEOs,” Forbes “Why Women Still Can't Have It All,” The Atlantic 40:20 Vision

WOMEN

© 2013 The Futures Company | 27

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All data are from the 2013 U.S. Yankelovich MONITOR,

unless otherwise noted

WOMEN