What do women want, or new "female tribes": what do you think of?
In every society there are stereotypes by which women are perceived and evaluated. These stamps are old, and it seems that they never changed. But I want to see how all these stereotypes are suitable for women of the 21st century.
Rachel Pashley, she’s an advertising specialist, lost count of the number of clients who wanted to develop a campaign for “busy working moms”. “No one ever mentioned busy working fathers,” says Pashley.
Shot from the movie "What Women Want"
She also learned, again, from clients that mothers have no ambitions. "As soon as a woman gives birth, she will only have aspirations for her children, and nothing more."
And Rachel Pashley decided to find out what women really want, writes The Times.
The Big Boss (2016)
"In my work, I traveled a lot around the world and noticed real changes," said Pashley.“There were mostly women in a variety of company boards in countries like China and Brazil.”
In Russia, I noticed a complete change of roles: all the people at the administration desk and those who make coffee were men, and the boss was a truly formidable woman. I knew we should tell about it. "
Six years ago, J Walter Thompson commissioned Pashley to conduct a study involving 8,000 women aged 17 to 70 years from 19 countries.
Three years later, her team divided the women into four "tribe" breaking stereotypes.
The largest of these were career-oriented Alpha: 56% of women said they were more ambitious than their partners.
"They were followed by self-centered" hedonists "(43%),
Next - focus on the family of "traditionalist" (40%, and surprisingly, there are more of them in the United States and Britain than in Asia), - writes The Times. - Community-focused "altruists" made up 10%, although this category is expected to fall a lot more teenagers who have recently become involved in political life and could not be included in the study. "Many women belong to several" tribes ", noted in the article.
"According to Pashley, the bottom line is that brands can no longer rely on their favorite images, dictating that all 20-year-old women are looking for men, all 30- and 40-year-olds are haggard mothers, and after 50 all women are loving grandmothers, ”reports journalist Julia Llewellyn-Smith.
She explains: "Alpha" women are "those who identify themselves through their careers, who are very ambitious and are trying to reach the top." "Altruists" are focused on others and have a strong desire to improve their community and improve the world. "
In turn, “hedonists” are “women who have priority over self-care,“ time for themselves, ”sexual and social self-realization. "Often they are adventurous or enthusiastic travelers around the world," the article says. The attention of the "traditionalist" is directed to the "family, spouse and home."
In the first picture is a shot from the film “Big Boss” (2016).