17 November 2014
Based on 2CV’s primary research with over 1,000 men and women, this paper explores the evolving aspirations and pressures facing the contemporary woman.
In the last 40 years, women have seen an unprecedented increase in the opportunities that society affords them. From a position of constraint, modern women now have a greatly increased freedom to select their lifestyle choices, but this also means that more pressures, tensions, and compromises need to be made.
What then should marketers consider before speaking and engaging with the modern woman? In this expert report, 2CV’s research reveals some of the things that inspire women, whilst they strive for balance and seek happiness in the modern world.