The HERFuture report launched by Are Media today identifies eight key trends for marketers communicating to women.
Conducted in partnership with The Future Laboratory, HERFuture highlights the effect COVID-19 has had on gender inequity, exploring the global phenomenon of the ‘she-cession’. The report reveals that though system gender inequality has been compounded by ramifications of the pandemic, the future for women looks bright.
Nat Bettini, head of research at Are Media said: “As Australia’s leading content company for women, reaching nine in 10 Australian women a year, HERFuture is the latest in our market-leading research reports that have attracted global attention. HERFuture is a must for brands, leaders and individuals who are guiding and communicating with women as we move into this new era.”
Findings from the HERFuture report.
With global foresight meeting local research through the use of Are Media’s proprietary research panel The Insiders Community, the report outlines the latest advancements in women’s wellbeing and the rise of powerful women’s voices throughout the workplace.
The report states that the following trends will fuel a new future for women, with technology the driving force behind the amplification of women’s voices:
•Crypto Equality
•Conscious Curriculums
•LeadHERship
•The Climate Disadvantage
•Uncoupled Living
•New Parent Paradigms
•Inclusive Care
•Menopausal Empowerment
Contributing analyst for The Future Laboratory and managing partner and advisor of The Growth Activists Rosanna Iacono said: “For equality to be realised, we need more conversations about race, gender, sexual orientation, trans rights, disability rights, religious freedom, neurodiversity and about how these things can intersect in a single person or interaction.”
The HERFuture report findings offer valuable insights for marketers about how to meaningfully engage with a female audience, with Iacono saying: “This is why we have started the conversation to understand what ‘HERFuture’ looks like and the rapidly evolving societal, economic, and interpersonal landscape for women, and importantly, how brands are shifting to appeal to this new global epoch.”