The rise of the female agenda
Do Australian women feel empowered?
(% Agree)
‘I want to be the ‘best’ version of me
- 18-24 81%
- 25-34 89%
- 35-49 83%
- 50-59 83%
What women really want is to be listened to, really listened to
- 18-24 60%
- 25-34 70%
- 35-49 71%
- 50-59 80%
Femininity is a strength, not a weakness
- 18-24 65%
- 25-34 69%
- 35-49 69%
- 50-59 72%
The digital world allows me to be more educated
- 18-24 69%
- 25-34 74%
- 35-49 67%
- 50-59 71%
I have the confidence to say 'no' to others
- 18-24 54%
- 25-34 62%
- 35-49 63%
- 50-59 67%
I can be whatever I want to be
- 18-24 57%
- 25-34 57%
- 35-49 60%
- 50-59 57%
The cultural conversation around women is changing
- 18-24 59%
- 25-34 59%
- 35-49 54%
- 50-59 57%
Society celebrates the diversity of womanhood
- 18-24 38%
- 25-34 33%
- 35-49 33%
- 50-59 34%
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:
18-24: 106
25-34: 237
35-49: 376
50-59: 269
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
- 18-24 58%
- 25-34 63%
- 35-49 51%
- 50-59 54%
The number of female role models
- 18-24 64%
- 25-34 53%
- 35-49 47%
- 50-59 53%
The power of women in society
- 18-24 61%
- 25-34 53%
- 35-49 42%
- 50-59 49%
The power of women in politics
- 18-24 40%
- 25-34 48%
- 35-49 44%
- 50-59 56%
The acceptability of 'real' women's body image
- 18-24 46%
- 25-34 38%
- 35-49 33%
- 50-59 39%
A positive representation of women in advertising
- 18-24 34%
- 25-34 32%
- 35-49 30%
- 50-59 35%
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:
18-24: 106
25-34: 237
35-49: 376
50-59: 269
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
- 18-24 74%
- 25-34 68%
- 35-49 70%
- 50-59 70%
There are not enough positive female role models covered in the media
- 18-24 59%
- 25-34 55%
- 35-49 57%
- 50-59 56%
My mum is one of my strongest role models
- 18-24 61%
- 25-34 60%
- 35-49 52%
- 50-59 52%
Question: These statements relate to female role models in the world today. How much do you agree or disagree with these statements?/i>
Source: “The Whimn Way” Digital Networks Australia 2017
Sample size:
18-24: 106
25-34: 237
35-49: 376
50-59: 269
Desired personality traits
What are the personality traits Australian women value?
(% Selected)
Self-respect
- 18-24 78%
- 25-34 78%
- 35-49 77%
- 50-59 85%
Strength/ability to deal with difficult situations when they arise
- 18-24 63%
- 25-34 64%
- 35-49 68%
- 50-59 75%
Integrity
- 18-24 52%
- 25-34 51%
- 35-49 60%
- 50-59 64%
Intelligence
- 18-24 63%
- 25-34 56%
- 35-49 57%
- 50-59 54%
Genuine
- 18-24 52%
- 25-34 53%
- 35-49 56%
- 50-59 60%
Empathy or sensitivity
- 18-24 47%
- 25-34 46%
- 35-49 56%
- 50-59 67%
A good sense of humour
- 18-24 45%
- 25-34 48%
- 35-49 55%
- 50-59 67%
A good sense of perspective
- 18-24 44%
- 25-34 44%
- 35-49 48%
- 50-59 59%
Patience
- 18-24 37%
- 25-34 43%
- 35-49 47%
- 50-59 59%
Individuality
- 18-24 52%
- 25-34 37%
- 35-49 44%
- 50-59 50%
A sense of fun or adventure
- 18-24 44%
- 25-34 38%
- 35-49 42%
- 50-59 49%
Humility
- 18-24 32%
- 25-34 32%
- 35-49 36%
- 50-59 42%
Femininity
- 18-24 21%
- 25-34 15%
- 35-49 23%
- 50-59 26%
Sexiness
- 18-24 18%
- 25-34 8%
- 35-49 15%
- 50-59 15%
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:
18-24: 106
25-34: 237
35-49: 376
50-59: 269