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Female lifestyles & attitudes

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Article

Looks at how women's roles in society have changed and continue to evolve, meaning brands have had to adopt how they engage this audience, by promoting female empowerment, removing gender bias and ensuring women are part of the client and agency teams.

News

BEIJING: Mao Zedong once said that “women hold up half the sky” and while that nostrum has yet to have much impact on the upper levels of China’s political landscape, it is much more evident in business and the economy where ...

Research Paper

International Flavours & Fragrances (IFF), a global designer of fragrances and flavours, developed a pioneering international research programme that would allow them to connect with consumers regularly and uncover early insights that could result in consumer-driven innovations.

News

NEW DELHI: Financial products in India have traditionally been marketed to men but that is starting to change as an increasing number of women choose to make their own investment decisions.

News

SYDNEY: Brands should reconsider how they are representing single Australian women within their marketing strategies, as new research suggests they do not fully understand what motivates this group.

News

SHANGHAI: China’s most affluent young women are snapping up luxury sports cars as a symbol of their newfound wealth and status within Chinese society, according to new data.

News

BEIJING: China’s parents are starting to embrace the notion of having more than one child, a development which may require brands to reconsider some aspects of their current marketing approach, new research suggests.

Article

This event report outlines how “Fearless Girl”, a marketing initiative from State Street Global Advisors, made an impact inside the company and across the financial services industry.

Article

This article offers six best practice ideas to help marketers better target the huge and diverse demographic of women, who today make between 70% and 80% of all purchases worldwide.

Article

This infographic is based on research from GlobalWebIndex, created with data from a survey of more than 8,000 mothers - defined as women with one or more children under the age of 16 - to examine their attitudes towards brands and their online behaviours.

Article

This article explores the common mistakes made by marketers when targeting Australian mums, based on a survey of 1800 mothers in the country.

Article

This event report outlines how AT&T, the telecoms group, is seeking to advance gender equality in advertising.

Article

This article questions if financial services companies aren't capitalising on the increasing number of women who are the largest earners in their families.

Article

In this article the author cautions brands to be mindful of the varying forms feminism takes in the modern age when appealing to female consumers.

Article

This annual report by J Walter Thompson Intelligence investigates the trends and emerging consumer behaviours set to shape marketing globally in 2017.

News

SAN FRANCISCO: Toy owner Mattel has shaken off the "blonde bimbo" image its Barbie doll had acquired by going back to the product's origins and purpose to appeal to millennial mothers, a top executive told Warc in an exclusive interview .

Article

This paper explores how Barbie, the Mattel-manufactured children's doll, adopted a new positioning that rejected the identikit image of American beauty that had defined her past, and embraced diversity and aspiration.

Research Paper

This paper describes a research project for HERE, a global location data company, which wanted to understand why the majority of users of its smartphone location app were male and how it could better appeal to women.

Research Paper

This paper describes a global research project for Unilever, the FMCG manufacturer, which sought a holistic understanding of women beyond consumer and category behaviours, focusing on them as people with complex, evolving identities.

Article

This event report addresses how Lane Bryant, the fashion retailer specialising in plus-sized apparel, found its purpose and shifted popular perceptions.

Research Paper

This paper examines the methodological possibilities of social media listening and traditional qualitative interviewing techniques, demonstrating how the confluence of the approaches work in the German women’s fashion industry.

Article

The article uses consumer research to investigate the nuances of local beauty culture in Indonesia, Japan, Malaysia and South Korea, and outlines why local brands are beating their international counterparts in Asia.

Research Paper

This study paper explores the current state of gender inequality in Cambodia through three lenses: demographics, including employment, education levels, marriage, and English proficiency; psychographics, including lifestyle and media; and attitudes toward traditional gender roles.

Article

This event report outlines how Barbie, the iconic doll brand owned by Mattel, has transformed its product range and marketing strategy to reflect its diverse audience around the world.

Article

This paper considers the changes in brand communications with women, how pro-female and empowerment rhetoric is gaining prevalence.