Blint n° 74 - Julio 2015

BLINT
ENGLISH TRANSLATION
INTERNATIONAL
AL HILO DE…/THEADING IT TOGETHER
THE WOMAN OF TOMORROW
Stressed by a glaring lack of time for their personal pursuits.
Torn between family and work. Forced to do their
shopping in unpleasant surroundings. They are looking for
an oasis of peace and they can find it in the boutiques
In a constant race with time and in quest of a quiet, peaceful
oasis, a moment of relaxation, a soothing break from
the relentlessly frenetic pace of modern life, taken up with
domestic and professional chores. Such is the life of today’s
women, and things will only become increasingly hectic in
the future. Apicture of their challenging lives emerges from
focus groups and market research.
A recent Nielsen survey examined the lives of women from
21 countries (Canada, South Africa, Mexico, Russia, Australia,
the United Kingdom, Turkey, Japan, India, Brazil, France,
Italy, Spain, Malaysia, the United States, Sweden, Nigeria,
Thailand, China, South Korea and Germany) in order to understand
their role in the area of consumer consumption, as
well as their needs and desires. Those conducting the study
interviewed fully 3,053 women from emerging countries
and 3,421 from developed nations. The interviews revealed
a number of key concepts regarding the role of the women
in various contexts.
WOMEN AND SOCIETY, POLITICS, ECONOMY
Based on what the subjects declared during the interviews
conducted in the various countries, it has been possible to
understand the influence women are having in the realm of
society, politics and the economy. “Women’s involvement
in society is increasing in every way imaginable, economically,
socially, in the medical field and in the political arena”
(France)
“I have to learn how to juggle numerous tasks all at the
same time” (Australia)
“Women are assuming more and more space in important,
prestigious positions, thanks to their ability to manage
everything” (Germany)
“Along with their increasing importance in the work force,
women are achieving a greater voice in society at large”
(South Korea)
“I’m convinced that the world would be a much better place
and that all sorts of things would change if women were
only given the opportunity to make important decisions,
both at home and in the political arena”
(the United Kingdom)
Fully 90% of the women believe that their lot will be significantly
improved over time and that things will gradually
become easier for women and more opportunities are
opened to them.
“They will have to work increasingly long hours” (Brazil)
“I only hope that women will enjoy greater power and this
increased influence will be the fruit of improved education”
(South Africa)
“One will begin to see more women in important places in
the fields of politics and society at large, like in the other
countries in Europe” (Russia)
The opportunities will be obvious, with greater hope and
improved prospects for emerging countries.
MORE POWER, MORE STRESS
This empowerment, however, will lead to less time and
more stress.
“I frequently feel like I don’t have enough time” is something
one repeatedly heard from 54% of the women living
in developed countries. Of these 64% are Italian women
and 58% of the totality of the European countries, while this
situation applies to 62% of the women living in emerging
countries.
“I rarely have time to relax”
(37% of the developed countries, of these 50% Italy and
46% Europe, 55% emerging nations).
“Most of the time I feel stressed and that I have to much
work to do”
(38% developed countries, of these 51% Italy and 45% Europe,
49% emerging nations).
“I frequently feel like I just don’t have enough time” is a
declaration voiced by fully 58% of all the women from the
European countries, and more specifically: Italy 64%, the
United Kingdom 55%, France 64%, Germany 47%, Spain 66%.
“I rarely have time in which just to relax”
(Europe 46%, Italy 50%, the United Kingdom 37%, France
41%, Germany 42%, Spain 49%).
“Most of the time I feel under stress and that I have too
much work to do”
(Europe 45%, Italy 52%, the United Kingdom 36%, France
43%, Germany 29%, Spain 48%).
OBTAINING INFORMATION
What do women do when it comes to seeking our information?
TV and the grapevine are the main sources for information
regarding new products and new brands. In the
case of new products, the three most important sources of
information in the following order for emerging nations are
TV, the Internet and the community grapevine, but in the
case of Italy they are TV, the Internet and direct mail. In Europe
as a whole: TV, the grapevine and the Internet. For the
emerging nations, on the other hand, the most important
sources turn out to be TV, the grapevine and magazines.
When it comes to learning about new stores, in the case of
developed countries the three top sources of information
are the grapevine, TV and the Internet. In the case of Italy,
they are the grapevine, the Internet and direct mail; for Europe
as a whole, they are TV, the grapevine and the Internet;
and for the emerging nations they are TV, the grapevine
and daily newspapers.
THE KEYS TO SUCCESS
Success lies in anticipating and satisfying women’s needs
and desires. But how is this to be done?
Investing in their future, which means:
• identifying with their convictions and aspirations
• understanding their needs in order to help them achieve a
better lifestyle
• women are capable of multi-tasking and they like this skill
to be recognized
Simplifying their worries and preoccupations, that is:
• helping them to manage these worries
• women realize that they are part of a greater community
and as members in this collective they tend to seek out
manufacturing companies who share their opinions and
focus on the issues that are most important in their lives.
Restoring their free time, that is:
• making things simpler and easier throughout the process
of shopping and purchasing: advertising, packaging, store
design, transportability, use and disposal
• simplifying the decisions which must be made regarding
majorn purchases, such as automobiles, insurance and financial
products.
Earning their trust and confidence, that is:
• creating relevant, social messages
• not underestimating the power of the grapevine