Women 2020: our selves, our worlds, our futures

Elisa Birtwistle

This article explores how the changing expectations and actions of women are having repercussions for wider society and culture.

Women 2020: our selves, our worlds, our futures

Elisa Birtwistle

A strategic insight and innovation consultancy explores how women's expectations and actions are changing their own futures—and the world's.

Women represent just under half the global population and are the fastest-growing group of consumers worldwide. Yet, analyses of their role in society are often one-dimensional and linear. Usually, the examination focuses on how social and economic conditions exert changes on women's roles and identities.

This article shows that understanding women is important, both because they are potential new sources of growth and because the changes in how women think and...

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