“I used to really care what people thought of me when I was younger, now I feel like I can just be me and it feels so much better”
The rise of the female agenda
Do Australian women feel empowered?
(% Agree)
I want to be the ‘best’ version of me
%
What women really want is to be listened to, really listened to
%
Femininity is a strength, not a weakness
%
The digital world allows me to be more educated
%
I have the confidence to say 'no' to others
%
I can be whatever I want to be
%
The cultural conversation around women is changing
%
Society celebrates the diversity of womanhood
%
Question: These statements relate to the expectations, portrayal, and diversity of women today. How much do you agree or disagree with these?
Source: “The Whimn Way” Digital Networks Australia 2017
Sample size: 988 Women 18-59
Representation of women in society: now and then
Are Australian women better represented now vs. five years ago?
(% Improved)
The number of outspoken females in the media
%
The number of female role models
%
The power of women in society
%
The power of women in politics
%
The acceptability of 'real' women's body image
%
A positive representation of women in advertising
%
Question: Below are a number of issues faced by women. How do you feel these have changed for Australian women in the last five years?
Source: “The Whimn Way” Digital Networks Australia 2017
Sample size: 988 Women 18-59
Female role models
Are there enough female role models in our society?
(% Agree)
I would like to see more diversity in female role models that are publicly profiled
%
There are not enough positive female role models covered in the media
%
My mum is one of my strongest role models
%
Question: These statements relate to female role models in the world today. How much do you agree or disagree with these statements?
Source: “The Whimn Way” Digital Networks Australia 2017
Sample size: 988 Women 18-59
Desired personality traits
What are the personality traits Australian women value?
(% Selected)
Self-respect
%
Strength/ability to deal with difficult situations when they arise
%
Integrity
%
Intelligence
%
Genuine
%
Empathy or sensitivity
%
A good sense of humour
%
A good sense of perspective
%
Patience
%
Individuality
%
A sense of fun or adventure
%
Humility
%
Femininity
%
Sexiness
%
Question: What, in your view, are the most important characteristics for a woman to have, from the list below?
Source: “The Whimn Way” Digital Networks Australia 2017
Sample size: 988 Women 18-59