Mujeres Del Futuro

Women of
Tomorrow:
A Study of Women
Around the World
June 2011

90% of women believe
their role is changing
for the better.

Women control the majority of purchasing decisions in a household and their influence is growing. Women across the
world are expanding beyond traditional roles to influence decisions in the home, in business and in politics. Marketers have
a massive opportunityto better connect women with the products they buy and the media technologies they use to make
a positive impact both in their lives and in the bottom line.

Better access to education, improved
career opportunities and higher pay
scales in both developed and emerging
economies are paving the way for a rise
in women’s economic power. And that
sentiment is clearly evident in Nielsen’sresearch, as nearly 80 percent of women
surveyed in developed countries believe
the role of women is changing, and of
those, 90 percent believe it is changing
for the better. In emerging countries, the
future is even brighter.

So what traditional and new media influencers are most successful in driving women’s purchase decisions? Do women in
developed countries think and act differently thanwomen in emerging countries? What concerns do women have now
and what do they expect for future generations? Do traditional roles still exist or do men and women share responsibilities
equally? Importantly, how can marketers not only reach women more effectively, but how can they create messaging that
better speaks to the sentiments and emotions that drive and empower women?
To answer thesequestions, Nielsen surveyed women across generations and from all corners of both developed and
emerging economies. Reaching out to 21 countries representing 60 percent of the world’s population and 78 percent
of GDP, this study provides insight into how current and future generations of female consumers shop and use media
differently. The findings are both enlightening and surprising. Oneuniversal truth prevails: women everywhere believe their
roles are changing and they are changing for the better.

Key Findings:
• 90% of women believe their role is
changing for the better. Eighty percent
of women in developed economies
believe the role of women is changing
and of those, 90 percent believe it will
change for the better in all matters
from gender equality to politics toopportunities in the workplace.
• A vast horizon of opportunities,
but a plateau of hope in developed
economies. The aspirations for future
generations of women in emerging
countries are bright, but women in
developed countries believe that the
same opportunities —not more —will be
available to their daughters.
• Increasingly empowered, increasingly
stressed. Women everywhere are
pressuredfor time, have little time to
relax and feel stressed/overworked,
but women in emerging countries feel
the strain even more than women in
developed economies.
• When it comes to life’s decisions,
women want to share responsibility.
A desire for male/female shared
responsibilities in all matters from
childcare to car purchases is echoed
everywhere, but breaking down some
barriers inemerging countries continues.

• Across generations women are alike
in many ways, but they are also
unique. From daughters to mothers
to grandmothers, there are some
commonalities across watch and
buy behaviors, but it’s the unique
differences that savvy marketers need to
understand.
• Social media has become an
indispensable tool. Women are
expanding beyond their careers and
homes toinfluence decisions in both
business and politics to benefit others.
And they are leveraging social media
platforms to solve problems, ask
questions and build communities.
• Only 10% of women are highly
influenced by web ads with social
context. Technologies that appeal
to women’s innate nature to engage,
connect and multi-task are lifechangers,but social media advertising
has significant...