“I need to remind myself
to slow down sometimes and smell the roses”

Life goals

What do Australian women aspire to achieve in life?

(% ranked in the Top 3)

Having a healthy and loving family (now or in the future)

%

Being able to support and care for my family e.g. children, elderly parents

%

Being fit and healthy

%

Being comfortable financially

%

Finding a good work/life balance

%

Having a positive romantic relationship

%

Having a supportive group of friends

%

Being respected and listened to by others

%

"Having it all" - career, relationship, children, health & fitness all at once

%

Meeting and marrying 'the one'

%

To experience the world - travelling domestically and overseas

%

Having a home that you love

%

Having supportive parents

%

Career success

%

Academic achievements or qualifications

%

Question: We’d like to understand a bit more about what a ‘successful life’ means to you, personally. Looking at the list below, what do you think are the most important things for a woman to achieve in life? Please rank from most to least important (where 1 is most important)

Source: “The Whimn Way” Digital Networks Australia 2017
Sample size: 988 Women 18-59

Lifestyle aspirations

What are Australian women's lifestyle aspirations?

(% Agree)

I like to learn something, but also be entertained at the same time

%

I look forward to my moments of escapism

%

I don't need to have it all for a good life

%

I want to simplify my life without missing out

%

I want to change the world... or just make my corner a better place

%

When I learn about a worthwhile cause, I want to be shown how I can help

%

I want to find a diet that suits my lifestyle that works

%

'Doing less' can help make me happier

%

Question: These statements relate to how you like to be. How much do you agree or disagree with these statements?

Source: “The Whimn Way” Digital Networks Australia 2017
Sample size: 988 Women 18-59

Career

What are Australian women's attitudes to work?

(% Agree)

Why is it still so hard to climb to the career ladder when you are a woman?

%

My work is linked to the sense of who I am

%

I need career advice to help me unlock my potential, but I'm not sure where to find it

%

Starting or having my own business is important to me

%

Question: These statements relate to career. How much do you agree or disagree with these statements?

Source: “The Whimn Way” Digital Networks Australia 2017
Sample size: 988 Women 18-59

Moving mindsets

How do women navigate their different mindsets?

(% Agree)

Experiences with family and friends are the most important thing to me

%

I like to connect and be with people who share my interests

%

When it comes to topics that interest me I like to share what I know with other people

%

Inspiration comes from within, with a little help from outside

%

I'm always open to living life to the fullest by learning and experiencing new things

%

When it comes to topics that interest me I like to seek the knowledge and opinions of experts

%

When it comes to topics that interest me, I like to seek the knowledge and opinions of people I know (like my family and friends)

%

I want to be challenged

%

I love to express myself by being creative and thinking 'outside the box'

%

It's important that people see me looking and feeling my best, I'm always on the lookout for how I can be up to date

%

Question: These statements relate to your mindset. How much do you agree or disagree with these statements?

Source: “The Whimn Way” Digital Networks Australia 2017
Sample size: 988 Women 18-59

Indulgences

What do Australian women splurge on?

(% Selected)

A short trip away e.g. A flight, accommodation etc

%

Entertainment e.g. tickets to movies, shows, concerts etc

%

A pair of shoes or other clothing item

%

Dinner or lunch at your favourite restaurant

%

Spa treatments e.g. facial, massage etc

%

Home decoration items

%

Beauty products e.g. cosmetics or fragrances

%

A haircut and/or colour at a top salon

%

A new gadget e.g. wearable device, smartphone, tablet etc

%

Books

%

Question: If you had a spare $300 to spend on yourself, after all your bills were paid, what would you be most likely to spend it on?

Source: “The Whimn Way” Digital Networks Australia 2017
Sample size: 988 Women 18-59