W O M E N , N E X T EXECUTIVE SUMMARY 2 I NTRO DUCTI O N Comprising roughly half the global population, with rapidly burgeoning consumer spending power, women are becoming even more dominant as a consumer force. What’s next? They’re also exhibiting unprecedented changes in WOMEN, NEXT Alongside all these opportunities, traditional workplace for the first time; and where we see a constructs and narratives are becoming less rising group of female consumers in their fifties, relevant. In other words, in this new era, women sixties and seventies who live engaged, vibrant will not be pigeonholed. They're embracing multi- lives and refuse to be told aging is a negative. faceted identities, careers, life paths and tastes. They also won’t be patronized—in the new media Across the board, on a global scale, new-wave landscape, brands that don’t empower them feminism is creating a spirit of celebration and are quickly called out in the digital sphere, or defiance—aspects of femininity such as body discarded in favor of the rapidly scaling brands image and female sexual pleasure, which have that do. previously remained on the fringes of discourse, behaviors, attitudes, aspirations and desires, which are rapidly being embraced in mainstream media. means that traditional approaches to marketing, And so to the future, where we see a new design, language and even product must change if generation of teenage generation Z women who brands are to keep pace. Social media, the digital are redefining traditional notions of gender and sphere and wider access to education are driving a sexuality, and are proud feminists; where we see global sense of empowerment among women. the “next billion” women who are entering the It’s an exciting time to be a woman. Lucie Greene Worldwide Director, The Innovation Group 3 OV ERV I E W OVERVIEW Around the world, a new consumer group is poised to dominate the economy of the future: women. How can half the human race be considered “new”? Simply put, brands and marketers have failed to adjust to the unprecedented pace of change affecting nearly every area of women’s lives, from education to work to the home. Change is happening so quickly that strategies designed to reach today’s women may feel dated by the time they hit the market. A future-facing approach is urgently needed. “In my lifetime we’ve gone from a job market that basically confined women to a handful of often poorly paid positions to a moment when women not only make up roughly half the workforce but are leading in every sector, from sports to space, from Hollywood to the Supreme Court,” wrote US president Barack Obama in Glamour’s August 2016 issue. “Gone are the days when you needed a husband to get a credit card. In fact, more women than ever, married or single, are financially independent.” School of Doodle. Founded by Molly Logan and Elise Van Middelem, USA WOMEN, NEXT 4 OV ERV I E W In the past decade alone, a quarter of a billion women entered the workforce, according to the World Economic Forum. Today, women are more likely than ever before to contribute to household income—in 40% of US households with children, women are the sole breadwinners, says the Pew Research Center. Across a range of categories, women are making the purchasing decisions nearly two thirds of the time, according to a study from the Boston Consulting Group (BCG). In several categories, that number is likely to be even higher. By the year 2028, women will control close to 75% of all discretionary spending worldwide and own a third of all businesses, according to BCG. Forget the BRICs—women are, in short, the largest emerging market in the world. Of course, inequalities persist. The World Economic Forum Global Gender Gap Report 2015 found that women’s average earnings only equal men’s average earnings from 2006. Women make up the majority of skilled workers in just 68 countries, and the majority of leaders in four. But the changes have already been staggering—and the impacts will only grow stronger as a billion women from emerging economies join the workforce over the coming decade. The next generation of women will be more educated than ever before. The global ratio of male to female graduates is 93 men to 100 women, according to a YaleGlobal report; in nearly all OECD countries, the majority of university graduates are female. Women young and old are breaking with tradition and shattering taboos: living longer and refusing to shrink quietly into old age, choosing to delay having children, marrying older—or not marrying at all. And from politics to STEM fields, women are shattering the glass ceiling, helping each other to advance into leadership positions. You Do You. A new web portal for agender fashion WOMEN, NEXT 5 OV ERV I E W WOMEN, NEXT How can brands speak to these multifaceted, educated and empowered consumers? It’s no longer sufficient to rely on old stereotypes and siloed interests and media. “The idea that there’s just one woman to market to—the ‘busy working woman,’ the ‘busy working mother’—isn’t true any more,” says Emilie McMeekan, cofounder of women’s media platform The Midult, which aims to reach 35- to 50-year-old readers tired of being condescended to by mainstream media and advertising. Advertisers are waking up to a new reality: today’s educated, driven women are increasingly critical consumers. With more information and choices available than ever before, women no longer have to accept the products and messaging that brands offer them, and this is equally true in both developed and emerging markets. In July 2016, Chinese smartphone manufacturer Keecoo launched the K1, a pink cellphone aimed exclusively at women. The company’s descriptions of its design made for “the small hands of women” and its selfie camera that “automatically makes your skin look delicate and smooth” were blasted in the tech press: “Mediocrity with a side of sexism,” wrote Engadget. “Move along.” Women are deciding they need none of High Heel Brewing’s fruity-flavored, pink-packaged Slingback beers for women. And women are wising up to the “pink tax”—the extra pennies (or dollars) levied on products marketed as “female friendly.” A December 2015 study by the New York City Department of Consumer Affairs, for example, found that products marketed to girls and women cost 7% more than similar goods marketed toward men. And let’s not even get started on the “tampon tax”—the policy of many governments to classify feminine hygiene items as luxuries and thus tax them at luxury rates. The Midult 6 OV ERV I E W Representation matters, too. In the UK, Gap was slammed on social media in August as an ad circulated that labeled a boy model as “The Little Scholar” and a girl model as “The Social Butterfly.” “Absolutely incredible,” tweeted member of parliament Chi Onwurah. “It’s 2016, we have a skills and productivity crisis and @UKGap is perpetuating gender stereotypes.” At the Cannes Lions 2016 international advertising festival, organizers seemed aware of the challenges facing the industry, and were making an effort to explore how an advertising world shaped by female-focused values might look. The Glass Lion was awarded for the second time in 2016; this category recognizes campaigns that address gender inequality or prejudice. The stunning shortlist included depictions of women breaking taboos, like Ogilvy & Mather Mumbai’s “Make Love Not Scars” video, featuring acid-attack survivor Reshma Qureshi giving makeover advice to raise awareness about such attacks in India. Speaking in Cannes, Unilever’s chief marketing officer Keith Weed pledged to change the way women are portrayed in advertisements. A recent study conducted by Unilever of 1,000 ads from different countries revealed that 50% relied on female stereotypes, while only 2% portrayed women as intelligent, 1% as funny and 3% as leaders. “Our industry spends billions of dollars annually shaping perceptions, and we have a responsibility to use this power in a positive manner,” says Sarah Wood, cofounder and joint CEO of video ad tech company Unruly. “I think it’s horrible Between Us by Y&R for Vodaphone. Istanbul WOMEN, NEXT 7 OV ERV I E W that just 1% of ads surveyed showed a woman being funny. Three percent showed women being authoritative. How can we expect to have female role models or more female leaders if only 3% of ads feature women in leadership roles? Women are disproportionately represented in domestic roles. That is super-powerful.” The Glass Lion shortlist also included Vodafone’s “Between Us” campaign from Y&R Istanbul, which features an app that allows women experiencing domestic abuse to discreetly alert their friends. Lebanese NGO Kafa’s “Legally Bride” campaign by Leo Burnett Worldwide drew attention to the 13% of Lebanese girls married before age 18; the campaign was so resonant that it influenced a United Nations campaign against child marriage. Both demonstrate the power of grappling with the unique problems women face and finding an innovative solution—an approach that will be welcomed for anyone trying to appeal to women in the future. The winner of the 2016 Glass Lion was Mindshare Mumbai’s “6 Pack Band,” featuring India’s first transgender pop group. In addition to raising awareness of India’s transgender population, the ad also points to a future for women where traditional barriers, from gender and sexuality to age or ethnicity, are all in flux. What does a future world designed for the next women look like? Women, Next tackles that issue through a series of lenses. From work lives to sex lives, from the latest apps to the route to the altar (or not), key decisions are being made by women to ensure that tomorrow will look radically different from today. And the changes have already begun. Top: Lebanaese NGO Kafa’s “Legally Bride” campaign Bottom: 6 Pack Band by Mindshare Mubai WOMEN, NEXT 8 WOMEN, NEXT CONTENTS This report explores the future of women across the following areas: WOMEN & WORK WOMEN, THE BODY & BEAUT Y Women’s financial status is growing, as they increasingly lead businesses Diversity and inclusivity have moved from the activist agenda to become base and increase their spending power—a global phenomenon across advanced expectations among mass-market consumers when it comes to branding economies and emerging markets. Women’s views of work and domestic life and advertising. We look at the future, more diverse market for beauty and are changing in the wake of shifting social norms, the growing power of single personal care products, including the untapped Muslim market, and also women, rising rates of childlessness by choice, and other factors. profile the growing integration between beauty and technology. WOMEN & SEX WOMEN & AGE Female sexuality is no longer taboo, as artists and activists move the Women are experiencing a longevity revolution, as they not only live longer discussion around women and sex away from objectification and toward but also refuse to “act their age” in ever-greater numbers. As the number of women’s sexual fulfillment. Women are exploring new approaches to sexual older female consumers balloons in the coming decades, brands need to be pleasure, contraception, dating, and later-years intimacy. prepared to reach this growing cohort. From Silicon Valley to solo travel, we WOMEN & BELIEFS Newly empowered women are seeking communal spaces that double as zones of empowerment, and turning to modern mystics, urban sound baths and spiritual life coaches for guidance. We profile the beauty, fashion and personal care brands already getting wise to the shift. look at examples of innovators catering to the evolving needs of the 50-plus set. 9 WOMEN, NEXT CONTENTS FEMALE YOUTH WOMEN & CONSUMER TECH It is impossible to imagine the future of women without considering What does the future of women’s tech look like? While some games and generation Z. Today’s teenage girls live in a unique world of celebrity activism, wearables are moving into advancing women’s safety, others are beginning to high-school entrepreneurs and everyday models. But connecting with these explore gender-neutral appeal. But the latest wave of women’s technology digitally literate, globally connected and hyper-aware young women may proves that smart, intentional products designed around women’s physical prove to be marketers’ toughest challenge yet. needs are still in high demand. WOMEN & LIFEST YLE THE NEXT BILLION Today, women aren’t just in control of their working lives, they’re taking charge While women are the next emerging consumer market, many of them are of their downtime and reshaping the lifestyle industries according to their still waiting in the wings. Across Asia, Latin America, Africa and more, one needs. Female consumers are calling for changes and reshaping industries billion women are projected to enter the workplace for the first time over from media to travel. As in many other sectors, once-taboo activities are on the coming decade. This massive shift will present one of the largest market the table for women to enjoy candidly, creating new opportunities as quickly opportunities that brands have seen in this century—if they’re prepared as old ones disappear. ahead of time to take up the challenge. SAMPLE SECTION W O M E N A N D S E X 11 SA M PLE S ECTI O N: WO M EN A N D SE X SAMPLE SECTION: THE FUTURE OF WOMEN & SEX In the words of preeminent feminist scholar Betty Friedan, “No woman gets an orgasm from shining the kitchen floor.” Which sparks the question: what does she get an orgasm from? In 2016, entrepreneurs, artists and activists are bent on settling the debate once and for all. With the support of new research and technology, and the focus on un-tabooing female sexuality, innovators are rallying to demystify the female orgasm and unleash it from the shackles of patriarchy. WOMEN, NEXT Unsurprisingly, Hollywood’s romcomification of the female orgasm is much to blame for the mystery and uncertainty surrounding female sexuality. While the majority of on-screen sex is penetrative, studies show as few as 8% of women orgasm from penetration alone, as Elisabeth Lloyd, author of The Case of the Female Orgasm, points out. In the Cosmopolitan study, 67% of women reported faking it—mostly unbeknownst to men; other estimates go as high as 80%. Today’s artists and activists are moving the topic of women’s sexual fulfillment back to center stage where it belongs. As conversations about the female orgasm move from science to the mainstream, new innovations are helping women take control over their own sexual health and pleasure. And women are overturning taboos and sparking a new interest in everything from vibrators to condoms. It is over half a century since Friedan’s best-selling manifesto The Feminine As same-sex marriage has now been legalized in more than 20 countries, Mystique was published in 1963, and progress towards finding the key to women are redefining the conversation around sexual orientation as well. female sexual pleasure has come to a standstill. Adult romance novelist A 2016 report from the US Centers for Disease Control and Prevention Kirstie Collins Brote describes the female orgasm as “that elusive, reclusive (CDC), drawing on data from 2011-13, found that 5.5% of women aged 18 to Loch Ness of the labia.” Research reveals not just a gender pay gap but also a 44 identified as bisexual, compared to 3.5% of women for the same survey pandemic of orgasm inequality; a 2015 Cosmopolitan survey found that, while published in 2011, drawing on data from 2006-2008. Over 17% of women 57% of women have orgasms most or every time they have sex, this figure reported having had a same-sex sexual encounter, compared to 12% in the rises to 95% for their partners. previous report. 12 SA M PLE S ECTI O N: WO M EN A N D SE X NYC Porn Film Festival, June 2016. Photography by Leah Schrager WOMEN, NEXT 13 SA M PLE S ECTI O N: WO M EN A N D SE X WOMEN, NEXT MAKE LOVE, NOT PORN Ad executive turned sex-tech founder and feminist Cindy Gallop is all too familiar with the struggle to normalize real-world representations of sex. With her social media sex startup MakeLoveNotPorn (MLNP), Gallop wants to is topped by “a closed loop of white guys talking to white guys about other white guys,” as the always-blunt Gallop puts it. “We need to change the ratio in everything, including the orgasm ratio. A principle of MLNP is orgasm equality: one for one, every time. That has as big a role to play in female empowerment and equality as everything else.” redirect the lens from porn as the default method of sex education to steamy #RealWorldSex, aka real sex featuring real people in everyday life. MLNP aims to debunk the silly and often dangerous myth that conventional pornography, which features paid actors engaging in scripted and sometimes violent behaviors, reflects how sex plays out in the real world. “The world makes it so difficult for people to innovate and disrupt social and business narratives around sex that many people have tried and simply given up,” Gallop says. “The reason I don’t give up is simple: if I don’t do this, who will? I am the only person I know of actively speaking out about the need to acknowledge and leverage sex in the marketing and advertising world, and actively doing something about it.” The concept that sex is a peripheral bonus activity with no direct bearing on gender dynamics and daily interactions couldn’t be further from the truth. In fact, orgasm inequality is a microcosm of a world in which every industry Cindy Gallop, founder of MakeLoveNotPorn 14 SA M PLE S ECTI O N: WO M EN A N D SE X CLITERACY In 2012, conceptual artist Sophia Wallace made headlines for her Cliteracy project. The exhibition featured a giant gold clitoris and graphic wallpapers plastered with phrases such as “The world isn’t flat and women don’t orgasm from their vaginas.” The exhibition was described as an advertising campaign for the clitoris; if that doesn’t sound necessary, think again. According to a 2015 project from Wallace and the Huffington Post, the clitoris was systematically erased from anatomical diagrams for decades and was only acknowledged again in 1998. In 2016, Wallace returned with Over and Over and Over, a solo show at New York City’s Catinca Tabacaru Gallery exploring representation, “repetition, a gesture of necessity,” and the power of the small. “Like the clitoris, the neon works are small yet powerful,” Wallace wrote in a press statement. “Until the subject exists in representation, it must be repeated in form and speech, again and again, until it is naturalized.” Sophia Wallace, Over and Over and Over WOMEN, NEXT 15 SA M PLE S ECTI O N: WO M EN A N D SE X This time around, Wallace fabricated illuminated scrawls that proclaimed “illest clitoris” and walls daubed with the word “clit.” “The clitoris, which is the sexual organ of cis women and trans men, is not eroticized,” Wallace said in a May interview with Broadly. “Breasts, buttocks, and entering a vagina are all eroticized, but this ignores the organ with 8,000 nerves in the glans alone and more internally.” Wallace compares this absurd omission of the clitoris to attempting to accurately quantify male sexuality without mentioning the penis. While the playing field remains far from level, Wallace has observed some progress since she first launched “Cliteracy” in 2012. “I think more women of all ages, and particularly young women, are beginning to increase their sense of sexual entitlement,” she explains. “My project has offered women core truths about their bodies with language that is bold and powerful, unlike most language we have for female genitals in any context. Human dignity. This is one of the reasons that, though it is a conceptual art project, it has been resonated at such scale.” Sophia Wallace, Over and Over and Over WOMEN, NEXT 16 SA M PLE S ECTI O N: WO M EN A N D SE X FROM SEX SELLS TO SEX ED SELLS After years of invisibility and erasure, the clitoris has become the cornerstone of the zeitgeist shift from “sex sells” to “sex education sells.” Women (and an increasing number of men) don’t want to be fed superficial, oversimplified explanations of female sexuality. Tired of fumbling for answers in the dark, they are demanding knowledge and control. Enter OMGYes, a revolutionary website that provides paid subscribers with hands-on instructional content to give and receive better orgasms. Recently endorsed by noted feminist actor Emma Watson, OMGYes features vivid, touchable tutorials that display real and responsive vulvas. Users can practice proven pleasure-enhancing techniques such as “edging,” “staging” and “withholding” while receiving real-time digital feedback on their performance. The technology is based on thousands of composite images of a woman’s vulva, as well as extensive research and testimony from more than 2,000 women aged 18 to 95. It’s the first comprehensive exploration into what really gets women off, as told (and demonstrated) by those who know best. “Women’s sexual pleasure for the sake of pleasure has been ignored by science,” says OMGYes cofounder Rob Perkins. “The different specific ways OMGYes participants WOMEN, NEXT 17 SA M PLE S ECTI O N: WO M EN A N D SE X of touching that are pleasurable are still seen as ‘too sexy’ to get scientific funding. When it comes to women’s pleasure, even experts and scientists still say, ‘Everyone’s different!’ as though that’s an end to the conversation. But since when has variability stopped scientific curiosity?” Undeterred by stigma and other barriers, OMGYes conducted its own research in partnership with Indiana University and the Kinsey Institute. The 2015 OMGYes Study of Women’s Sexual Pleasure revealed that the benefits of education about female pleasure have many real-world implications far beyond just better sex. “Couples who constantly explore new ways to increase pleasure are five times more likely to be happier in their relationships,” explains Perkins. “We really want this kind of exploration to be normalized as healthy curiosity and not cast as ‘for women with problems’ or ‘for men who are bad in bed’—just as buying a travel magazine isn’t ‘for people with travel problems’ or ‘for bad travelers.’” While OMGYes is employing technology to show what a real orgasm feels like, Spanish advertising agency Proximity Madrid has partnered with erotic toy purveyor Bijoux Indiscrets to show what a real orgasm sounds like. According to the agency’s own material, 66% of Spaniards have a “fictional” view of intercourse and find it difficult to distinguish between the sound of a real and fake orgasm. To combat the distorting effects of porn, the Orgasm Library of Sounds calls upon women to anonymously upload audio of their non-fictional orgasms. The first 100 orgasms were listened to more than 110,000 times in the first week and shared on social media with the hashtag #OrgasmosReales. Marketers are tapping into the desire to show the truth about women’s desire. Top: OMGYes app Bottom: Lioness Vibrator. Photography by Adriel Olmos from Foundry@CITRIS WOMEN, NEXT 18 SA M PLE S ECTI O N: WO M EN A N D SE X On crowdfunding site Indiegogo, the Lioness vibrator reached 100% of its fundraising goal in just four days. The vibrator’s sensors record vaginal contractions, temperature and positioning, to help users understand, for example, optimal foreplay time and the connection between sex drive and menstrual cycle. “The positive reception is a testament to the need for a product like ours that can enhance our understanding of our own sexuality,” says founder Liz Klinger. “We’ve gotten many emails from women of all ages all over the world who tell us their stories, what they want to use Lioness for, and why they’re excited about learning more about their own sexuality … The need for understanding and exploring our bodies spans across all phases of life and has been largely neglected, which I think adds to why so many people are excited about Lioness.” According to Klinger, the benefits of possessing objective knowledge about female sexuality extend far beyond the bedroom. Beyond promoting healthier sex lives for individuals and their partners, Lioness fosters “curiosity, comfort and confidence” in its users. “Even those who start out describing themselves as ‘very open’ suddenly find that they have an avenue to talk with partners with objective data that takes away the performance anxiety or ego that so often dominates those conversations,” Klinger says. “Now they have a vocabulary and something tangible to describe, rather than vague feelings that we’ve heard described as ‘trying to describe what color looks like to each other without using color.’” Orgasm Sound Library WOMEN, NEXT 19 SA M PLE S ECTI O N: WO M EN A N D SE X Bijoux Indiscrets founded by Elsa Viegas and Marta Aguiar, Barcelona. “We are a company designing beautiful but affordable erotic products that we hope also inspire women all over the world to live their pleasure to the utmost,” says Viegas. WOMEN, NEXT 20 SA M PLE S ECTI O N: WO M EN A N D SE X BACK IN THE SADDLE While millennials are figuring out how to play it safe, women in the over-50 age bracket are navigating the rapidly changing, increasingly digital dating game. Shifting attitudes about sex, social networking and a plethora of new apps are coaxing a growing number of older women onto online dating sites. Dating app Stitch is one such app hoping to capitalize on the fact that around three in 10 baby boomers are single and the upswing in this demographic using dating sites: according to the Pew Research Center, the share of 55- to 64-yearolds signing up for dating sites has doubled from 6% in 2013 to 12% in 2015. Stitch helps over-50s find romantic and platonic relationships, and has gathered momentum since its launch in 2014, growing to over 25,000 members in 2015. This cohort is not just after companionship. According to a 2015 survey of more than 33,000 adults in the United States, published in the Archives of Sexual Behavior, baby boomers had the most sexual partners of all generations studied, at 11, versus 10 for generation X and eight for millennials. The report suggested the fall in average number of partners could be related to a growing awareness of HIV and other STDs, with millennials more safety conscious than their predecessors. Stitch. Founded by Andrew Dowling. Australia WOMEN, NEXT 21 SA M PLE S ECTI O N: WO M EN A N D SE X WOMEN, NEXT “Older people have seen unbelievable change in technology and gender norms The topsy-turvy ride of online dating among older women is a storyline in their lifetime, and—having already got used to the phone, radio, TV, cars, tackled head on by Netflix’s Grace and Frankie hit series, which follows the transatlantic jets, computers—the internet, and therefore internet dating, ups and downs of two women in their 70s and the challenges that come with is simply the latest in a long line of new technologies they have embraced in being newly single. “There are more older women in the world. It’s the fastest order to live better,” says Zoe Strimpel, a researcher in modern British history growing demographic in the globe, and so it’s good to tell a more realistic and at Sussex University who is writing a PhD thesis on the pre-internet history of upbeat story about older women,” said Jane Fonda, who plays Grace, in the dating in Britain. Hollywood Reporter. “One of the biggest things you have to recognize is that intimacy can become Executive producer Marcy Ross told the publication that she hoped the different over 50,” says expert over-50s dating coach and best-selling author series was the beginning of more shows aimed at this growing, underserved Lisa Copeland. “You’re not procreating. You’re not having babies. You need to demographic. “There’s a lot of people out there with nothing to watch,” she get more creative.” Copeland says she thinks the media and consumer culture notes, adding that any characters that look like them are the butt of the joke. “totally miss the boat on this demographic. They don’t recognize that we are Grace and Frankie, she says, will not be the butt of the joke: “They will be totally sensual people who still want that physical and emotional connection.” creating the joke onto someone else.” Grace and Frankie. Image courtesy of Netflix 22 SA M PLE DATA: WO M EN A N D SE X SAMPLE SONAR™ DATA: WOMEN & SEX In July 2016, we conducted a survey of US female consumers, age 12+, using SONAR™, J. Walter Thompson’s proprietary research unit, examining women’s attitudes and behaviors across several categories. The survey is representative of the general population of women in the United States, with a sample size of 1,313 US consumers. Younger generations were much more comfortable discussing “taboo” topics such as sex and menstruation with a range of people in their lives. Women are generally comfortable having discussions about orgasm with their partners, although this is slightly less true of boomers. Most women say they have watched adult-themed content or pornography at some point. Those who watch it at least occasionally say they can find content that interests them and reflects their sexual preferences, but they express concern over how women are depicted in pornography, and a desire for more female-friendly content. Note: These questions were only asked to women age 18+. Other sections of the report also include a gen Z (12-19) sample. WOMEN, NEXT 23 SA M PLE DATA: WO M EN A N D SE X WOMEN, NEXT Among all women… “I am comfortable discussing sex and m Un-tabooing womanhood… Among all women… “I am comfortable discussing sex and menstruation with…” Menstruation Sex Among all women… Total Menstruation “I am comfortable discussing menstruation/sex with…” Sex Total Healthcare practitioners 55% Millennials (20-34) 35% 64% Healthcare Boomers (50+) practitioners Gen X (35-49) 41% 55% 37% 48% 55% 31% My partner My partner 43% 61% 61% 76% 48% 64% 29% 43% 52% Family Family 43% 19% 57% 20% 45% 19% 32% 43% 19% Friends Friends 47% 41% 63% 57% 50% 47% 32% 47% 26% Co-workers Co-workers 9% 7% 12% 10% 10% 6% 7% 9% 5% Nobody Nobody 17% 17% 5% 8% 16% 15% 26% 17% 24% 24 SA M PLE DATA: WO M EN A N D SE X WOMEN, NEXT Orgasm Millennials (20-34) “I agree that…” I am knowledgeable about how to bring myself to orgasm I amknowledgeable knowledgeable about about how I am how to bring myself to orgasm to bring myself to orgasm Millennials (20-34) Millennials (20-34) Total Boomers (50+) Total Boomers (50+) 76% 80% 81% 76% 80% 81% 72% 87% 89% Gen X (35-49) 72% 87% 89% 88% Gen X (35-49) Total Boomers (50+) 88% 85% Total Boomers (50+) Gen X (35-49) 85% Millennials (20-34) I feel comfortable describing to a partner how to bring me to orgasm I feel comfortable describing I feel describing toorgasm a to a comfortable partner how to bring me to partner how to bring me to orgasm Gen X (35-49) “Have you ever faked an orgasm with a partner?” “Have you ever faked an orgasm with a partner?” 0% 25% 50% Among all women… Yes, at some point, (total) “Have you ever faked Yes, maybe a few times in the past but I don’t currently 26% Yes, at some point, (total) 13% Yes, but rarely ever Yes, maybe a few times in the past but I don’t currently 26% 21% Yes, sometimes/occasionally 13% Yes, but rarely ever 5% Yes, I do frequently 21% Yes, sometimes/occasionally 35% No, never 5% Yes, I do frequently an orgasm with a partner?” No, never 0% 25% 50% 35% 75% 65% 65% 75% 100% 100% 25 SA M PLE DATA: WO M EN A N D SE X WOMEN, NEXT Pornography Among all women… “When it comes to adultthemed content/pornography…” I have watched I've watched it at itsome at some point point 72% I have never I've never watched watched itit 28% Among Among all women… all women… “When“When it comes it comes to adult to adult themed themed content/pornography…” content/pornography…” I haveI watched have watched it at some it at some point point I haveI never have never watched watched it it 72% 72% 28% 28% Among women who watch pornography at least occasionally… “Have“Have you ever you faked ever faked an orgasm an orgasm with awith partner?” a partner?” ner?” “I agree that…” 0% I am able I amto able findtoadult find adult themed themed content/pornography content/pornography that interests that interests me me0% 0% 25% 25% 25% 50% 50% 75% 50% 87% 87% 52% 52% rnography featuring women who look like me 53% I would I would watchwatch more more adult adult themed themed content/pornography content/pornography if it was if itmore was more female-friendly female-friendly /pornography if it was more female-friendly 88% 53% 53% I worry I worry aboutabout how women how women are depicted are depicted in theinadult the adult themed themed content/pornography content/pornography I watch I watch rnography that reflects my sexual preferences the adult themed content/pornography I watch 100% 100% 88%75% 88% I am able I amto able findtoadult find adult themed themed content/pornography content/pornography that reflects that reflects my sexual my sexual preferences preferences rnography that interests me I am able I am to able find toadult find adult themed themed content/pornography content/pornography featuring featuring women women who look wholike lookme like me 75% 63% 63% 52% 63% 87% 26 SA M PLE TA K E AWAYS WOMEN, NEXT WOMEN & SEX: SAMPLE TAKEAWAYS Sexual fulfillment is center stage Don’t tiptoe around feminine care Women are speaking out about inequality in the bedroom in frank Brands that directly address health issues related to pregnancy, terms. Help women take control of their sexual health and pleasure. menstruation, urinary problems and other issues previously referred to only discreetly, if at all, are winning big with consumers who want Speak to women directly brands to get to the point. Women appreciate when brands avoid euphemisms, and instead use bold and powerful language that speaks to core truths about their bodies. Sex education sells Women don’t want to be fed superficial or oversimplified representations of female sexuality. Emphasize knowledge and control over titillation and innuendo. Take a holistic view of sex Sustainable, fair-trade, vegan, natural—terms that we’re used to hearing in relation to food—are also becoming aspirational when it comes to sex and related products. Sex doesn’t stop at 50 … or 70 As the number of older singles grows, older women are dating online and forming new emotional and physical connections. Speak to this underserved demographic. 27 WOMEN, NEXT THE FULL, 200-PAGE VERSION OF WOMEN, NEXT INCLUDES… 09 WOMEN IN CONSUMER TECH TEN SECTIONS: Covering the future of women and work, sex, beliefs, the body and beauty, age, lifestyle, and consumer tech, as well as female youth and the next billion female consumers. CONSUMER DATA: 28 pages of infographics presenting original SONAR™ insights across all areas of women's lives. SECTOR EXAMPLES: Examples in each section related to multiple sectors such as retail, advertising, media, consumer goods, beauty, experiences and more. TAKEAWAYS: Succinct takeaways in each section—your cheat sheet for the future of marketing to women. Download the full version at jwtintelligence.com About the Innovation Group Contact: The Innovation Group is J. Walter Thompson’s futurism, research and Lucie Greene innovation unit. It charts emerging and future global trends, consumer change, Worldwide Director of the Innovation Group and innovation patterns—translating these into insight for brands. It offers J. Walter Thompson Intelligence a suite of consultancy services, including bespoke research, presentations, [email protected] co-branded reports and workshops. It is also active in innovation, partnering with brands to activate future trends within their framework and execute new Editor products and concepts. It is led by Lucie Greene, Worldwide Director of the Shepherd Laughlin, the Innovation Group Innovation Group. Visual editor About J. Walter Thompson Intelligence Emma Chiu, the Innovation Group The Innovation Group is part of J. Walter Thompson Intelligence, a platform for global research, innovation and data analytics at J. Walter Thompson Writers Company, housing three key in-house practices: SONAR™, Analytics and Mary Cass, the Innovation Group the Innovation Group. SONAR™ is J. Walter Thompson’s research unit that Jane Helpern develops and exploits new quantitative and qualitative research techniques to understand cultures, brands and consumer motivation around the world. It is Picture assistant led by Mark Truss, Worldwide Director of Brand Intelligence. Analytics focuses Jaime Eisenbraun, the Innovation Group on the innovative application of data and technology to inform and inspire new marketing solutions. It offers a suite of bespoke analytics tools and is led by Amy Avery, Head of Analytics, North America.
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