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Are Media – one of Australia’s leading content companies for women – today launched another landmark report that defines the future for Australian women, identifying eight key trends and the implications for marketers communicating to women in a new era.
Earlier this week, at the Mumbrella Publish conference, Are Media CEO, Jane Huxley spoke about the survival of print media in Australia and the acceleration of e-commerce in publishing.
Meanwhile, the HERFuture report, conducted in partnership with The Future Laboratory, delved into the impact of COVID-19 on systemic gender inequity giving rise to the global phenomenon of the ‘she-cession’.
But while these inequalities have been laid bare, there is a fundamental transformation taking place about gender that will lead to a brighter future for women.
Are Media and The Future Laboratory have brought together global foresight, insight and local research through Are Media’s highly engaged proprietary research panel, The Insiders Community, to discover what a more equitable future looks like for women, the growing wealth gap, the latest advancements in women’s wellbeing, and the impact of powerful women’s voices within the workplace.
The findings outline four key drivers and eight trends defining HERFuture including, Crypto Equality, Conscious Curriculums, LeadHERship, The Climate Disadvantage, Uncoupled Living, New Parent Paradigms, Inclusive Care, and Menopausal Empowerment.
These trends will fuel a new future for women, where technology will amplify women’s voices, next-generation societal structures will help nurture women financially and socially, and ‘lead-hership’ will see women thrive at all levels of business.
Are Media head of research, Nat Bettini 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.”
“While there are still many challenges facing women both in Australia and at a global level, there is also progress taking place, especially in more traditionally male-dominated fields such as finance and technology which is exciting. The statistics around businesses with women in leadership roles were also very optimistic.”
The Future Laboratory contributing analyst and managing partner and advisor at 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. 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.
“The report makes the term ‘demographics’ seem a misnomer in this new community of women, who will be economically empowered, want a holistic approach to health, have a keen interest in the climate crisis, and not adhering to traditional spheres of influence.”
Emma Shepherd is acting deputy editor at Mumbrella who has over seven years of print and digital experience in the industry and has previously worked as a reporter for media outlets Bauer Media (now Are Media), Yahoo Australia, and a content strategist and writer for various independent marketing agencies.
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