Women And The Female Paradox
11 September 2014
Masculinity has slowly evolved from a position of male privilege. Femininity however has had to evolve from a position of constraint. But in the last 40 years socio-economic developments have lead to an unprecedented increase in opportunity for women.
But what does this mean for modern women and those looking to market to them? More opportunities mean more choices, more pressures, more tensions and more compromises created by society, culture, and not least, women themselves.
Modern women are striving for balance... But what does this look like? What inspires them and what do they aspire to?
In this webcast, market research agency 2CV draw on their experience and some innovative primary research with over 1000 men and women to explore:
- The differences in what brings men and women happiness.
- How and why this has evolved.
- What traditional female archetypes look like and how these are changing.
- What these mean for any marketer looking to speak and connect with modern women.
2CV have set out to ask some difficult questions to spark a fresh discussion and thinking on marketing to women today.
Job Title: Joint Head of Life & Style Practice
A Qualitative Researcher for over 18 years, Chris jointly heads up 2CV’s Life & Style Practice and runs 2CV’s Men’s Research Specialism, that sets out to refresh thinking about contemporary masculinity.
His national and international work covers a diverse range of brands, products and services including drinks, gaming, media, gambling, sports and technology.
Job Title: Joint Head of Life & Style Practice
Jennifer joined 2CV in 2009 having started her career in 2002 back in New Zealand, specialising in quantitative research. Since moving to the UK in 2007, Jennifer has worked with a huge variety of clients, but specialising mainly in Life & Style brands encompassing beauty, fashion, luxury, and wellness. Her work has spanned globally and she has researched consumers from all walks of life. From this, Jennifer can bring together insights and trends from across the categories and consumers to offer fresh perspectives for her clients.
At 2CV, Jennifer is also responsible for managing and developing key accounts within the business and has covered numerous projects from concept and product development, audience understanding, brand positioning, segmentations, and tracking, all to get the heart of her clients’ needs. Jennifer’s focus is to develop her clients’ consumer understanding in a way that resonates and is truly actionable within the business.
Job Title: Senior Consumer & Market Insight Manager
Company: L’Oreal UK&I
Becky leads L’Oreal’s Corporate Insights, encompassing everything from tracking market and business performance to fuelling business growth strategy through market and consumer insights and analysis.
She started her career as a scientist in hair research at Unilever. Her passion for consumers prompted a move into insights 8 years ago where she developed a specialism in packaging research. After a short stint in a design research agency, she returned to the client side to join L’Oreal in 2011.
Job Title: Global Consumer Marketing Director, Baileys
Diageo’s youngest Global Marketing Director, named in The Sunday Times’ and Management Today’s ‘Top 35 Women Under 35’
Ros masterminded Diageo's first ever pan-European launch – of SMIRNOFF Premix spirit & mixer cans - which transformed a niche product into a double digit growth category for the drinks industry worth in excess of £20m NSV to Diageo Europe.
At just 28 Ros was asked to lead the emerging Innovation agenda in Russia. She worked from Moscow to create a new super premium vodka under the iconic SMIRNOV Trademark - SMIRNOV Titul - a brand that is now rolling out nationally across Russia.
In 2010, Ros took her passion and leadership to the developing Africa region, this time on the iconic GUINNESS brand, where she was promoted to Interim Regional Brand Director. She has since relocated to Ireland to take on her 'dream job' as Global Consumer Marketing Director on BAILEYS, leading a major global re-launch of the world’s most popular liqueur.
Cracking this breakthrough strategy and positioning was a deeply personal mission for Ros. In a world where 91% of women think advertisers don't understand them and 74% think it stereotypes them , Ros wants to make marketing that resonates with women by celebrating their powerful spirit.
Job Title: Head of Content
Company: Brand Republic Insight
Georgia joined Haymarket Business Media in 2011. She is responsible for creating innovative content and events across various B2B markets within Haymarket, ranging from renewable energy through to marcomms, including heading up the production for Brand Republic Insight. In terms of products, Georgia's remit covers video, online streaming, webcasts, interactive virtual summits, DVDs and websites. Georgia will draw on her experience within the digital space to ensure your most pressing questions are fielded in the webcast.