At the 16th edition of exchange4media Conclave 2016 in Mumbai, Sheren Daver, Global Business Director, J. Walter ThompsonWorldwide spoke on the topic - ‘Her story: Rise of the female tribes changing the cultural conversation by capturing global female insight’. The session was moderated by Bindu Sethi, Chief Strategy Officer, J. Walter Thompson India.
They shared interesting findings on the ‘Woman’s Index’, a global research study conducted by the agency. The study has been conducted to give clients a deeper understanding of the changing and emerging paradigms of the modern women. It covers data on more than 7000 women across 17 countries.
Commenting on the need to come up with this study, Daver said, “Four years ago, one of our planners got frustrated at the number of times, ‘busy working mum’ was used to describe a woman consumer. 90% of the brief was about them, but in reality we are defined by so much more than that. That is when she felt the need to study more about this consumer whom marketers totally miss reaching out to.”
Some of the key findings of the study, relevant for the Indian marketers to connect well with women are: two-third of the world economy is controlled by women and they are not just consumers, but wealth creators. 74 per cent of Indian women feel it’s never been a better time to be a woman. 92 per cent of the women think that feminity is a strength and not a weakness.
79 per cent of the Indian women feel on screen role models had been important in life. Onscreen role models encourage 46 per cent Indian women to be more ambitious. Plus 88 per cent of the women believe that they have been portrayed as sexual objects in movies and on TV. So one needs to create more powerful female role models who are ambitious enough to create a change. Contrary to motherhood being seen as a major hindrance, according to the study, it actually makes women more productive. Also women see creation of family as an achievement and they do not consider any of these as barriers.
She further elaborated, “As per the study, Indian women are bold, self disciplined and brave. No doubt, there is pressure from the society and family. There is also a benign patriarchy which comes in the form of social judgement and an aggressive environment, which makes it difficult for women to step out. Yet technology is allowing women to talk to one another. It is helping women leap-frog, it allows for convergence of mind, something which has never happened before. 93 per cent of the Indian women believe that technology has empowered them and has given them a voice to be heard.”
According to Sethi, “Women by nature are not rebels, but nesters. They care for their family, but that doesn’t mean they are not productive at work. Some of the key findings of this study, relevant for Indian consumers are that they believe that women should support each other, secondly technology is playing an important role in the lives of every women and third one has to do with sexuality. On these three things, Indian women are very different from that of the globe.”
Elaborating more on how technology is playing an important role, she adds, “Cyber world is actually letting women live their life and allowing them to do what they want-like engaging with the opposite sex or starting their own business. Here they are not judged by anyone, therefore, it is completely creating a new emotion. Unfortunately in communication we are not using this emotion. We are using very general emotions like- being a mum or that of a wife. Brands therefore, need to talk to this woman who is bold, self disciplined and brave. It will then help them to have authentic conversation with their consumers.”
The e4m Conclave is presented by Dainik Jagran and powered by Zee Entertainment.