866-997-4948(US-Canada Toll Free)

Marketing to Women - UK - February 2017

Published By :

Mintel

Published Date : Feb 2017

Category :

Advertising and Marketing

No. of Pages : N/A

There is a temptation for many marketers to view women as ‘mothers’ or ‘mums-to-be’, but more diverse lifestyles mean that starting a family is not as strong an aspiration for today’s young women as it once was. Brands could therefore benefit from meeting demands for strong, independent female role models that inspire confidence and empower women, but move away from less relatable celebrity and model brand ambassadors that can feed insecurities.

Table of Content

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

List of Table

NA

Make an enquiry before buying this Report

Please fill the enquiry form below.

  • Full Name *
  • Your Email *
  • Job Title *
  • Company *
  • Phone No. * (Pls. Affix Country Code)
  • Message
  • Security Code *