The rise of the female agenda
Do Australian women feel empowered?
(% Agree)
‘I want to be the ‘best’ version of me
- Mum 84%
- Non Mum 85%
What women really want is to be listened to, really listened to
- Mum 76%
- Non Mum 67%
Femininity is a strength, not a weakness
- Mum 69%
- Non Mum 70%
The digital world allows me to be more educated
- Mum 69%
- Non Mum 72%
I have the confidence to say 'no' to others
- Mum 62%
- Non Mum 64%
I can be whatever I want to be
- Mum 58%
- Non Mum 57%
The cultural conversation around women is changing
- Mum 58%
- Non Mum 55%
Society celebrates the diversity of womanhood
- Mum 37%
- Non Mum 30%
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:
Mum: 564
Non mum: 424
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
- Mum 53%
- Non Mum 59%
The number of female role models
- Mum 49%
- Non Mum 56%
The power of women in society
- Mum 50%
- Non Mum 48%
The power of women in politics
- Mum 51%
- Non Mum 44%
The acceptability of 'real' women's body image
- Mum 38%
- Non Mum 36%
A positive representation of women in advertising
- Mum 32%
- Non Mum 34%
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:
Mum: 564
Non mum: 424
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
- Mum 68%
- Non Mum 72%
There are not enough positive female role models covered in the media
- Mum 55%
- Non Mum 58%
My mum is one of my strongest role models
- Mum 52%
- Non Mum 59%
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:
Mum: 564
Non mum: 424
Desired personality traits
What are the personality traits Australian women value?
(% Selected)
Self-respect
- Mum 79%
- Non Mum 80%
Strength/ability to deal with difficult situations when they arise
- Mum 73%
- Non Mum 62%
Integrity
- Mum 59%
- Non Mum 58%
Intelligence
- Mum 56%
- Non Mum 57%
Genuine
- Mum 56%
- Non Mum 56%
Empathy or sensitivity
- Mum 60%
- Non Mum 50%
A good sense of humour
- Mum 58%
- Non Mum 52%
A good sense of perspective
- Mum 52%
- Non Mum 46%
Patience
- Mum 58%
- Non Mum 36%
Individuality
- Mum 42%
- Non Mum 49%
A sense of fun or adventure
- Mum 43%
- Non Mum 44%
Humility
- Mum 37%
- Non Mum 36%
Femininity
- Mum 23%
- Non Mum 20%
Sexiness
- Mum 14%
- Non Mum 14%
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:
Mum: 564
Non mum: 424