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Brief Published: 21 Jun 2016

JWT Offers Insights into Female Consumer Tribes

Some 86% of women feel femininity is a strength, not a weakness

Global marketing communications agency JWT has created an ongoing international study on the world’s largest consumer group: women.

Spanning nine countries – including the US, the UK, Saudi Arabia, Brazil and China – the living research, known as the Female Tribes campaign, includes interviews with 4,300 women between the ages of 18-70. Setting out to “change the conversations brands have with women”, key findings from the report include: 

  • 76% believe there has never been a better time to be a woman
  • 58% said role models in TV or film have inspired them to be more assertive or ambitious
  • 74% said their work is linked to their sense of self
  • 86% said that femininity is a strength, not a weakness

The campaign features a documentary, Her Story, offering a global perspective on where women are today. It also showcases profiles of female changemakers including Haifaa Al-Mansour, the first female Saudi Arabian film director; Valentina Tereshkova, a former Russian cosmonaut; and Michelle Obama, the First Lady of the United States.

To explore how women are redefining their roles, attitudes and consumer behaviours across the world, see our Future Female macro trend reporting. For a deep dive into brand strategies for successful engagement with young, female demographics, see Marketing to Millennial Women.