We set out to answer a series of crucial cultural and economic questions regarding the position women hold in society, their impact on the world, and the nuances that make up the global female consumer demographic. To address these questions, we conducted a cross-border inter-cultural research surveying thousands of women. We compiled key data and insight into one global study called Female Tribes.
After a series of market-specific launches, we have launched the Women’s Index study in Israel, translating our deep understanding of the economic, cultural, and societal wealth of the female consumer into insights that can drive business growth.
Below, JWT Israel’s Yoram Dembinsky, CEO, and Liat Ailenberg PA, Worldmade and Shopper Marketing Coordinator, provided a deeper dive into the key findings from the Women’s Index study.
Female Capital
The female revolution is currently at its peak with long-standing conventions being disrupted in business, the household and in society at large. In terms of the world economy, women hold two thirds of the world’s consumption budget, which is estimated to reach $18 trillion in 2018. Women are strong consumers who drive consumption and are wealth creators.
In Israel, 50% of women are the main breadwinners and 76% are the major decision makers at home. In the fields of science and technology, more women are enrolling in academic institutions and making great achievements. Despite these findings, only 9% of women report that advertising affects them in a positive manner.
The End of the Barbie Era
79% of women prefer to be described as “strong” rather than “sweet” and as “independent rather than as “princesses.” One of the best places to see this cultural change is in the Israeli Defense Forces where more women choose to serve in influential and combat roles. Women are holding roles such as pilots, navigators, and field soldiers.
Pixar and Disney movies also have a major role in shaping perceptions. In the past, Disney movies featured female figures, such as Sleeping Beauty, who were helplessly awaiting a prince to save them. Today, we are seeing female hero figures who show strength, power, and independence.
The Bottom Line
Marketers and advertisers today should no longer continue presenting a conventional, outdated portrayal of women.
We have to learn a new language, refine our insights, expand the dialogue and communication, and connect to the intricacies of the new world that contradicts old models. This new world demands us to adopt fresh thinking patterns and to be more flexible.