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)
- Mum 63%
- Non mum 38%
Being able to support and care for my family e.g. children, elderly parents
- Mum 43%
- Non mum 17%
Being fit and healthy
- Mum 29%
- Non mum 33%
Being comfortable financially
- Mum 27%
- Non mum 33%
Finding a good work/life balance
- Mum 26%
- Non mum 29%
Having a positive romantic relationship
- Mum 16%
- Non mum 15%
Having a supportive group of friends
- Mum 11%
- Non mum 20%
Being respected and listened to by others
- Mum 12%
- Non mum 18%
"Having it all" - career, relationship, children, health & fitness all at once
- Mum 13%
- Non mum 16%
Meeting and marrying 'the one'
- Mum 13%
- Non mum 13%
To experience the world - travelling domestically and overseas
- Mum 6%
- Non mum 21%
Having a home that you love
- Mum 13%
- Non mum 11%
Having supportive parents
- Mum 9%
- Non mum 11%
Career success
- Mum 7%
- Non mum 12%
Academic achievements or qualifications
- Mum 4%
- Non mum 5%
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:
Mum: 564
Non mum: 424
Lifestyle aspirations
What are Australian women's lifestyle aspirations?
(% Agree)
I like to learn something, but also be entertained at the same time
- Mum 76%
- Non mum 82%
I look forward to my moments of escapism
- Mum 73%
- Non mum 72%
I don't need to have it all for a good life
- Mum 73%
- Non mum 68%
I want to simplify my life without missing out
- Mum 69%
- Non mum 67%
I want to change the world... or just make my corner a better place
- Mum 65%
- Non mum 67%
When I learn about a worthwhile cause, I want to be shown how I can help
- Mum 61%
- Non mum 64%
I want to find a diet that suits my lifestyle that works
- Mum 59%
- Non mum 63%
'Doing less' can help make me happier
- Mum 53%
- Non mum 54%
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:
Mum: 564
Non mum: 424
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?
- Mum 55%
- Non mum 54%
My work is linked to the sense of who I am
- Mum 45%
- Non mum 53%
I need career advice to help me unlock my potential, but I'm not sure where to find it
- Mum 33%
- Non mum 40%
Starting or having my own business is important to me
- Mum 27%
- Non mum 30%
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:
Mum: 564
Non mum: 424
Moving mindsets
How do women navigate their different mindsets?
(% Agree)
Experiences with family and friends are the most important thing to me
- Mum 84%
- Non mum 77%
I like to connect and be with people who share my interests
- Mum 73%
- Non mum 80%
When it comes to topics that interest me I like to share what I know with other people
- Mum 73%
- Non mum 73%
Inspiration comes from within, with a little help from outside
- Mum 72%
- Non mum 68%
I'm always open to living life to the fullest by learning and experiencing new things
- Mum 68%
- Non mum 73%
When it comes to topics that interest me I like to seek the knowledge and opinions of experts
- Mum 68%
- Non mum 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)
- Mum 65%
- Non mum 65%
I want to be challenged
- Mum 60%
- Non mum 67%
I love to express myself by being creative and thinking 'outside the box'
- Mum 59%
- Non mum 57%
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
- Mum 32%
- Non mum 33%
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:
Mum: 564
Non mum: 424
Indulgences
What do Australian women splurge on?
(% Selected)
A short trip away e.g. A flight, accommodation etc
- Mum 22%
- Non mum 25%
Entertainment e.g. tickets to movies, shows, concerts etc
- Mum 13%
- Non mum 13%
A pair of shoes or other clothing item
- Mum 11%
- Non mum 11%
Dinner or lunch at your favourite restaurant
- Mum 10%
- Non mum 8%
Spa treatments e.g. facial, massage etc
- Mum 7%
- Non mum 7%
Home decoration items
- Mum 7%
- Non mum 5%
Beauty products e.g. cosmetics or fragrances
- Mum 4%
- Non mum 5%
A haircut and/or colour at a top salon
- Mum 5%
- Non mum 3%
A new gadget e.g. wearable device, smartphone, tablet etc
- Mum 4%
- Non mum 3%
Books
- Mum 3%
- Non mum 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:
Mum: 564
Non mum: 424