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