July 2, 2013
/PRNewswire/ -- As economic anxiety eases, women of all ages across the world are shifting priorities and charting the course for the future, according to a global research study published today. In addition, the findings suggest Gen Y women, with similar perspectives and marketplace preferences that transcend borders and cultures shaped by shared experiences of technology, social media and emerging brands, have been deemed the first truly global generation of consumers.
The study, the fifth wave of "Women, Power & Money
was led by FleishmanHillard, the world's most complete communications firm, and Hearst Magazines, the largest publisher of monthly magazines in terms of paid circulation, with leading research company Ipsos MediaCT. An industry-leading exploration on women's lives, lifestyles and marketplace impact, the study examined differences between three generations of women (Gen Y, aged 21-34; Gen X, 35-49; and Baby Boomers, 50-69). Started in 2008 in
the United States
, the findings include — for the first time — the
"Over the past five years, we have watched the evolution of American women as their power and influence on practically every level across the home, marketplace and workplace continues to ascend," said
, FleishmanHillard senior vice president and senior partner. "Today we find that true both for women around the world and across generations who are heading up most households, driving value- and price-focused purchases, and generally satisfied with their lives. Though women are more educated but paid less than their spouses, there are signs that a new global generation of Gen Y women is working hard to rectify that inequity."
Future Focus, Long-Term Path
In the five countries studied, as economic anxiety eases, women are more future-focused, shifting priorities and primary concerns from personal finances to longer-term concerns for self, family and business. In fact, American women noted a dramatic decrease of economic angst (an 11 point drop from Wave 4) and the top concern, "the future of [her] children," moved from the third spot up to No. 1.
Women around the world are relatively satisfied with their family, home and self, though satisfaction dynamics vary across generation and aspects of life. In the U.S., Gen Y and Gen X women note consistently lower satisfaction in home life (family, relationships, self), work-life balance, career and finances. However, approximately half of boomers were extremely or very satisfied in these. The study finds American women remain focused on the future, long-term goals and meeting their own high expectations as compared to men, who ride a roller coaster of emotions and expectations as they mature.