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