Women in Africa believe they have greater opportunities than their mothers, and women in emerging markets are also upbeat about growth opportunities available for themselves when compared to their mother's generation. However, women across the globe are stressed, and women in emerging markets are more stressed than those in developed countries.
This is according to the Nielsen Women of Tomorrow study, one of the most comprehensive examinations into what women watch and buy, which identifies the spending and media habits of women in 21 developed and emerging countries.
“Women across the globe have become a more powerful force to be reckoned with,” says Diane Johnstone, MD of Nielsen (Southern Africa). “They are now a lot more educated and are joining the workforce in greater numbers, resulting in them having more spending power and contributing more to household incomes. The implications of this are the emergence of a much more powerful consumer that marketers and advertisers cannot afford not to pay 100% of their attention to.”
Nearly 80% of women in developed economies indicated they believe the role of women will change and, of those, 90% believe it will change for the better.
While female respondents say they are pressured for time and feel stressed and overworked, women in emerging countries indicated they feel the pressure even more so than women in developed countries.
A contributing factor in the higher stress levels reported by women in emerging markets is that there is little spare cash remaining after the basic essentials to spend on themselves or take vacations.
South African women with higher education levels feel more stressed than their counterparts, but they also feel more financially secure. Those who expect to increase their contribution to household income feel more stressed and overworked. The feeling is no different in Nigeria, where women share the very same sentiments.
“Companies marketing to appeal to women must consider how their products can help to alleviate some of the stress from women’s lives, such as convenience, pampering themselves and entertainment value,” says Johnstone.