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)
- 18-24 39%
- 25-34 53%
- 35-49 55%
- 50-59 55%
Being able to support and care for my family e.g. children, elderly parents
- 18-24 25%
- 25-34 28%
- 35-49 37%
- 50-59 29%
Being fit and healthy
- 18-24 22%
- 25-34 22%
- 35-49 29%
- 50-59 44%
Being comfortable financially
- 18-24 27%
- 25-34 29%
- 35-49 29%
- 50-59 31%
Finding a good work/life balance
- 18-24 22%
- 25-34 23%
- 35-49 30%
- 50-59 29%
Having a positive romantic relationship
- 18-24 14%
- 25-34 19%
- 35-49 13%
- 50-59 17%
Having a supportive group of friends
- 18-24 19%
- 25-34 16%
- 35-49 13%
- 50-59 14%
Being respected and listened to by others
- 18-24 13%
- 25-34 10%
- 35-49 15%
- 50-59 18%
"Having it all" - career, relationship, children, health & fitness all at once
- 18-24 23%
- 25-34 21%
- 35-49 14%
- 50-59 6%
Meeting and marrying 'the one'
- 18-24 10%
- 25-34 17%
- 35-49 11%
- 50-59 13%
To experience the world - travelling domestically and overseas
- 18-24 22%
- 25-34 17%
- 35-49 9%
- 50-59 10%
Having a home that you love
- 18-24 8%
- 25-34 13%
- 35-49 14%
- 50-59 11%
Having supportive parents
- 18-24 17%
- 25-34 8%
- 35-49 9%
- 50-59 9%
Career success
- 18-24 16%
- 25-34 14%
- 35-49 7%
- 50-59 6%
Academic achievements or qualifications
- 18-24 8%
- 25-34 5%
- 35-49 5%
- 50-59 3%
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:
18-24: 106
25-34: 237
35-49: 376
50-59: 269
Lifestyle aspirations
What are Australian women's lifestyle aspirations?
(% Agree)
I like to learn something, but also be entertained at the same time
- 18-24 81%
- 25-34 84%
- 35-49 77%
- 50-59 75%
I look forward to my moments of escapism
- 18-24 59%
- 25-34 68%
- 35-49 77%
- 50-59 77%
I don't need to have it all for a good life
- 18-24 58%
- 25-34 66%
- 35-49 70%
- 50-59 81%
I want to simplify my life without missing out
- 18-24 67%
- 25-34 70%
- 35-49 70%
- 50-59 64%
I want to change the world... or just make my corner a better place
- 18-24 67%
- 25-34 68%
- 35-49 65%
- 50-59 66%
When I learn about a worthwhile cause, I want to be shown how I can help
- 18-24 64%
- 25-34 63%
- 35-49 63%
- 50-59 61%
I want to find a diet that suits my lifestyle that works
- 18-24 67%
- 25-34 61%
- 35-49 60%
- 50-59 59%
'Doing less' can help make me happier
- 18-24 43%
- 25-34 57%
- 35-49 55%
- 50-59 51%
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:
18-24: 106
25-34: 237
35-49: 376
50-59: 269
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?
- 18-24 62%
- 25-34 51%
- 35-49 52%
- 50-59 58%
My work is linked to the sense of who I am
- 18-24 46%
- 25-34 47%
- 35-49 53%
- 50-59 45%
I need career advice to help me unlock my potential, but I'm not sure where to find it
- 18-24 44%
- 25-34 49%
- 35-49 34%
- 50-59 24%
Starting or having my own business is important to me
- 18-24 26%
- 25-34 33%
- 35-49 31%
- 50-59 21%
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:
18-24: 106
25-34: 237
35-49: 376
50-59: 269
Moving mindsets
How do women navigate their different mindsets?
(% Agree)
Experiences with family and friends are the most important thing to me
- 18-24 74%
- 25-34 85%
- 35-49 79%
- 50-59 83%
I like to connect and be with people who share my interests
- 18-24 78%
- 25-34 80%
- 35-49 72%
- 50-59 76%
When it comes to topics that interest me I like to share what I know with other people
- 18-24 66%
- 25-34 77%
- 35-49 71%
- 50-59 76%
Inspiration comes from within, with a little help from outside
- 18-24 62%
- 25-34 68%
- 35-49 70%
- 50-59 76%
I'm always open to living life to the fullest by learning and experiencing new things
- 18-24 64%
- 25-34 75%
- 35-49 69%
- 50-59 70%
When it comes to topics that interest me I like to seek the knowledge and opinions of experts
- 18-24 63%
- 25-34 72%
- 35-49 68%
- 50-59 71%
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)
- 18-24 72%
- 25-34 70%
- 35-49 60%
- 50-59 65%
I want to be challenged
- 18-24 70%
- 25-34 66%
- 35-49 65%
- 50-59 56%
I love to express myself by being creative and thinking 'outside the box'
- 18-24 50%
- 25-34 57%
- 35-49 59%
- 50-59 60%
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
- 18-24 42%
- 25-34 36%
- 35-49 31%
- 50-59 28%
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:
18-24: 106
25-34: 237
35-49: 376
50-59: 269
Indulgences
What do Australian women splurge on?
(% Selected)
A short trip away e.g. A flight, accommodation etc
- 18-24 18%
- 25-34 21%
- 35-49 21%
- 50-59 31%
Entertainment e.g. tickets to movies, shows, concerts etc
- 18-24 19%
- 25-34 11%
- 35-49 12%
- 50-59 13%
A pair of shoes or other clothing item
- 18-24 12%
- 25-34 14%
- 35-49 10%
- 50-59 7%
Dinner or lunch at your favourite restaurant
- 18-24 4%
- 25-34 7%
- 35-49 13%
- 50-59 7%
Spa treatments e.g. facial, massage etc
- 18-24 6%
- 25-34 8%
- 35-49 8%
- 50-59 6%
Home decoration items
- 18-24 4%
- 25-34 8%
- 35-49 6%
- 50-59 8%
Beauty products e.g. cosmetics or fragrances
- 18-24 11%
- 25-34 6%
- 35-49 3%
- 50-59 1%
A haircut and/or colour at a top salon
- 18-24 3%
- 25-34 4%
- 35-49 5%
- 50-59 3%
A new gadget e.g. wearable device, smartphone, tablet etc
- 18-24 2%
- 25-34 4%
- 35-49 3%
- 50-59 3%
Books
- 18-24 0%
- 25-34 1%
- 35-49 4%
- 50-59 3%
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:
18-24: 106
25-34: 237
35-49: 376
50-59: 269