What Do Women Want? Survey Says

What do women want? We may be getting closer to an answer to the eternal question, thanks to a recent study. “Today’s Women: Newfound Power, Persistent Expectations,” conducted by Ipsos, examined what female millennials, members of Generation X and baby boomers believe is expected of them in contrast to their own internal motivations, focusing on three major areas: Look Good, Be Nice and Do It All.

Overall, the survey found, more women are motivated to have balance in life (75 percent) and be fulfilled (73 percent) than to do it all (just 44 percent). And, in a bit of a head scratcher, while 70 percent of women are motivated to be financially independent, just 49 percent are motivated to have a career. Gen X women had the biggest clash between their "expectations" and "motivations," with 61 percent saying they feel they're expected to have a career, but only 49 percent are really motivated to do so. Perhaps this conflict is due to the fact that, as a demographic, this generation still has kids living at home?

Why it matters to your business: "Having it all" may not be a message that really resonates with women anymore, especially those in Generation X who are caught between the baby boomers' belief that you can have it all and Gen Y's acceptance that you can't. If you want your messages to reach women today, focusing on the idea of balance, fulfillment and personal motivation can be a better way to go than focusing on helping them have it all.

Comments

[anemona anemona]

04:42 PM on 05/02/2012

Give me solid proof that your product is good, not just b-s, and that your customer service will deliver as promised. http://www.escorta-ta.ro

[escorte de lux]

06:16 AM on 02/15/2012

Women can still have all and still have a balanced life ... They can have a job, hobbies and they can also have babies ...All they need to have balanced life is a housebound helping them.
You can meet some more women's here http://www.escortguide.ro

[Carm1218]

10:05 AM on 01/27/2012

How did the discussion go from a survey based informative article to ignorant, insulting, sexist ranting

[olisaNAPW]

11:52 AM on 01/26/2012

This research is quite interesting and reveals that we as women have contradictory desires. Nonetheless, it is very eye-opening.

Olisa, National Association of Professional Women (NAPW)
http://www.napw.com

[DSevere]

10:17 PM on 01/24/2012

From someone trying to sell me something, I want:

1. Don't talk down to me or be condescending, don't treat me like an idiot
2. Give me a good deal
3. Give me solid proof that your product is good, not just b-s, and that your customer service will deliver as promised.

DUH.

[denisa escorte]

06:08 AM on 01/23/2012

haha, funny liked this some of the lady are there http://www.privatescort.ro

[Academyofrock]

04:49 AM on 01/23/2012

Great post - to find out more about what we expect from work / life, take a look at my new micro book 'Punk Rock People Management - No-nonsense strategies for motivation etc.

Book is available FREE via http://www.academy-of-rock.co.uk/Punk-Rock-HR

Previous books acclaimed by Tom Peters and Professor Charles Handy

[Carolyn Bonnett]

05:38 PM on 01/22/2012

Interesting that Ipsos is a French research firm based in Paris and run by a bunch of Frenchmen...the same country that proclaimed Jerry Lewis is a genius...

[NevaforLeadership]

09:03 AM on 01/24/2012

Ipsos is a global market research company, ranking fifth among global research companies.

[Carolyn Bonnett]

09:18 AM on 01/24/2012

So that makes them great? YOU'RE POINT IS?

[Philclock]

03:07 AM on 01/22/2012

Women want...everything to work out right; that's separate from accepting the way things happen.

What say you, ladies??

[vinainor]

06:11 PM on 01/21/2012

To those who are "offended" by a stereotypical headlines that seem to lump all women (or any other demographic variable) in one group, please get over it! Most empirical studies are based on statistical averages, and people need to get over the fact that statistical averages do not describe every single individual in the sample in order to make meaningful generalizations. If a study suggests that drug A works better than drug B for some condition (i.e., a generalization), does it have to be the case that every person who was subjected to drug A did better than every person who was subjected to drug B? Believe it or not, generalizations are made accounting for individual differences too in statistical analyses. Having said that, I have to admit that the purpose of this study was kind of lame.

[NevaforLeadership]

09:05 AM on 01/24/2012

But a company can't determine its market niche by examining the aspirations of one woman at a time.

[sean180]

06:07 PM on 01/21/2012

Freud died without ever being able to answer that question, so what chance do the rest of us have? Personally -- having had enough of women's bs -- I decided to stop dating and having girlfriends 11 years ago, got a cute little dachshund and have seriously never been happier. I get unconditional love, there's no crazy chick yelling at me for no reason, there's no chance of losing my house and half my stuff in a divorce, and I get exactly the same amount of great sex a married guy gets (none). I highly recommend it. Women just aren't worth the trouble.

[Giggie]

05:29 AM on 01/22/2012

It's interesting that your icon is a pic of Steve McQueen.....a male's fantasy of the perfect guy. Honestly, you just sound bitter. You don't like to be judged.....meaning that you won't hold up well under scrutiny, or don't feel that you will hold up well. Mommy loved you too much.....didn't teach you to compromise, catered to you.....what woman wants that in her life.....enjoy your dogs (and cats and reptiles).

[Carolyn Bonnett]

05:35 PM on 01/22/2012

Sounds like your hand is seeing a lot of action and your pooch gets a lot of peanut butter in it's diet ;)

[vinainor]

06:01 PM on 01/21/2012

I don't think it is surprising that women want balance. What is surprising is that the advertising and marketing agencies didn't know this. Of course, I can be accused of hindsight bias but honestly, when was balance ever a bad thing to have?

[NevaforLeadership]

09:15 AM on 01/24/2012

I don't think women wanting balance is all that obvious. At the same time they cry and scream about glass ceilings.

As long as they choose balance, then they create their own glass ceilings. Nothing wrong with that, but women have to learn to understand it for what it is. They can't expect to have it both ways, while the men put their money where their mouths are.

[Trompe loeil]

03:48 PM on 01/21/2012

So much hatred of women in these posts.

These guys who write this awful stuff have probably been rejected by one or more women and rather than looking at the root cause, wallow in bitterness. Men who are loving and who take the time to listen to their partners and who care about what they want are much more likely to be in a happy relationship, just as women who do the same, are also likely to find fulfillment in their relationships.

It's all about giving, understanding, appreciation, patience and forgiveness and work!

[Weathermaker]

04:14 PM on 01/21/2012

It goes both ways. Look at the comment below yours: "Men want hot babes for two hours that can satify their needs with no hassles.".

[Trompe loeil]

05:08 PM on 01/21/2012

That person isn't interested in a human, give and take, caring relationship. He just wants to have sex.

[vicla1942]

03:17 PM on 01/21/2012

Men want hot babes for two hours that can satify their needs with no hassles.

[Giggie]

05:31 AM on 01/22/2012

Men want mommies who take care of them, free maid and cook services.

[UberdanSounds]

01:07 PM on 01/25/2012

Ha~! Ya & you know where we go to get it? Foreign Women. Asian & Latinas.

Most American women can not cook a decent meal, or clean the house. I've lived in houses w/women all my life, they're slobs, & full of drama. They also like to argue about nothing most of the time.

[Sassi-squatch]

03:06 PM on 01/21/2012

What a stupid article.

[hueylover]

07:02 AM on 01/22/2012

and boring, too.