Wednesday, December 14, 2011

Age Neutral Women - so says Anthem Worldwide

Anthem Worldwide is a brand development agency and has just published a white paper entitled:   "Today's Women: Newfound Power, Persistent Expectations."

First things first. This is a beautifully presented white paper. Before you start reading the details you are impressed.

The bottom line is that there are many emotions that appear to be age neutral. A very short conclusion but with lots of implications.

In the words of the report: This paper looks at broad cultural and attitudinal trends across three generations of American women—Millennials, Generation X, and Baby Boomers—and finds that while women are seeking to embrace their newfound power, there are persistent expectations for women to do it all, look good, and be nice, regardless of their generation or their age. For marketers, this means there is an opportunity to forge a new relationship with women, one founded on empathic understanding instead of simply from an informed vantage point, one founded on women’s internal motivations—not just the expectations they feel.

And the nice thing is that this applies across the age spectrum.

This is the press release describing the reports findings.  Dick Stroud 

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