Life goals

What do Australian women aspire to achieve in life?

ALL WOMEN
AGE RANGE
MUM / NON MUM

(% 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