A new generation of Dutch girls
THE TARGET GROUP
15 - 20   20 - 30   30 +THE TARGET GROUPAbsolute number986.586% of Dutch populAtion6%
ACCEPTED WISDOM
ACCEPTED WISDOM‘WOMEN ARE NATURALLY ALTRUISTIC,CARING AND FOCUSED ON OTHERS’philippA roberts & JAne cunninGhAm, insiDe her...
OUR VISION
OUR VISIONGIRLS HAVE BECOME EGOCENTRIC
‘I DON’T NEED A MAN TO RECTIFY MY ExISTENCE. THE MOST pROFOUNDRELATIONSHIp WE’LL EVER HAVE IS THE ONE WITH OURSELVES’(SHIR...
‘I’M NOTICING THAT MY CAREER IS NOW LOWER ON MY pRIORITY LISTAND THAT MY HOBBY LIFE IS GAINING VALUE AS A pRIORITY’(EVElIE...
INDICATORS OF THE ‘ME-THINKING’
INDICATORS OF THE ‘ME-THINKING’1. MORE FEMININE AMBITIONSGirls nowADAYs hAve more feminine motivesAnD Are not hesitAte to ...
‘YOU DON’T jUST WORk FOR YOURSELF,BUT ALSO TO CONTRIBUTE SOMETHING TO THE WORLD’(EVElIEN, 26)‘I WOULD LOVE TO jUST BUY A H...
INDICATORS OF THE ‘ME-THINKING’2. TRAVELLING AS A LIFE OBjECTIVEfor mAnY Girls, trAvellinG hAs become A sepArAte GoAl in l...
‘I WOULD HIT MYSELF IF I HADN’T SEEN MANY NICE pLACES IN THE WORLD.THAT WOULD BE A pITY. IT IS SO BEAUTIFUL TO SEE DIFFERE...
INDICATORS OF THE ‘ME-THINKING’3. NEW FEMININITYGirls Are not AfrAiD to show their feminine siDe AnYmore.spenDinG A lot of...
‘A FRIEND SAID TO ME: I THINk IT’S FASCINATING TO SEE HOW LONGYOU ARE BUSY DOING YOUR MAkEUp. HOW LONG CAN IT TAkE?I HAVE ...
W           IF             E                 A                     N                       D                           M19...
THE pRESENT GENERATION GIRLS IN THEIR MIDTWENTIES IS THE BREAkING pOINTTHEIR MOTHERS WERE THE FIRST GENERATIONEMANCIpATED ...
‘WOMAN IS CONFRONTED WITH THE NECESSITYOF EMANCIpATING HERSELF FROM EMANCIpATION,IF SHE REALLY DESIRES TO BE FREE’(EMMA GO...
FACILITATORS OF THE ‘ME-THINKING’
FACIlITATORS OF THE ‘ME-THINKING’1. pOST FEMINISMthe tArGet Group wAs rAiseD in times of the post feminismA new kinD of em...
FACIlITATORS OF THE ‘ME-THINKING’SEx AND THE CITYproGrAms like ‘sex AnD the citY’ plAY A mAJor role inspreADinG the post f...
‘HE WAS LIkE THE FLESHAND BLOOD EqUIVALENTOF A DkNY DRESS;YOU kNOW IT’S NOT YOURSTYLE BUT IT’S RIGHT THERE,SO YOU TRY IT O...
‘I THINk IT IS BEST NOT TO BEFINANCIALLY DEpENDENT UpONYOUR pARTNER, SOMETHING THATMY MOTHER DID NOT MAkE SURE OF.TO ME TH...
FACIlITATORS OF THE ‘ME-THINKING’2. FINANCIAL INDEpENDENCEfor increAsinGlY more women hAvinG An owncAreer is self eviDent ...
PERCENTAGE OF WORKING WOMEN bETWEEN THE AGE OF 15-64source: wAGeinDicAtor.orG
FACIlITATORS OF THE ‘ME-THINKING’‘A stuDY of euromonitor internAtionAl shows thAt women AreDominAtinG expenses more AnD mo...
FACIlITATORS OF THE ‘ME-THINKING’3. BEING SINGLE IS Okthe number of sinGles is still increAsinGsinGles Are now sociAllY Ac...
NUMbER OF SINGlESsource: cbs.nl
‘FIFTY YEARS AGO WOMEN HAD ONLYONE THING TO DO: MAkE SURE TO GETA MAN. LUCkILY THESE TIMES ARE BEHINDUS AND HE CAN BE HApp...
NUMbER OF MARRIAGES                      NOT ONly ARE THERE                      lESS PEOPlE GETTING                      ...
MEAN AGE OF WOMEN AT THEIR FIRST MARRIAGE                                            …THIS AlSO HAPPENS                   ...
FACIlITATORS OF THE ‘ME-THINKING’4. CONTACT NOT LIMITED TO pLACE OR TIMEGirls in their miD twenties Are the first GenerAti...
FACIlITATORS OF THE ‘ME-THINKING’severAl recent Developments like the internet AnD mobilephones hAve AltereD the collectiv...
reseArch shows thAt there is A GAp between miD twentY AnDmiD thirtY Girls. the former Group mAkes siGnificAntlY moreuse of...
the number of DAtinG sites in the netherlAnDs AnD othercountries is still increAsinG in A fAst pAce.the internAtionAl web ...
‘SOMETIMES, WHEN I LEAVE MY CELLpHONE AT HOME, I ALWAYS GO BACkTO pICk IT Up. BECAUSE I CAN’T LIVEWITHOUT MY CELL!’(NATASJ...
IMPLICATIONS FOR MARKETINGAND COMMUNICATION
IMPlICATIONS FOR MARKETING AND COMMUNICATION‘WE-FEELING’ VS. ‘ME-FEELING’•	   The	‘we-feeling’	has	been	replaced	by	a	more...
IMPlICATIONS FOR MARKETING AND COMMUNICATIONWHAT’S IN IT FOR ME?•	   iT	is	imporTanT	To	creaTe	a	clear	and	open	adverTisin...
IMPlICATIONS FOR MARKETING AND COMMUNICATIONWORD OF MOUTH•	   wom	has	compleTely	changed	because	of	The	inTerneT	•	   wher...
APPENDIX
APPENDIxIN DEpTH INTERVIEWS20 one hour interviewswith Girls between 22 AnD 28About their iDeAs AnD Ambitions
Egogirl
Egogirl
Egogirl
Upcoming SlideShare
Loading in …5
×

Egogirl

627
-1

Published on

Study into the mindset of modern 20-something girls.

Published in: Business
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
627
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
0
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Egogirl

  1. 1. A new generation of Dutch girls
  2. 2. THE TARGET GROUP
  3. 3. 15 - 20 20 - 30 30 +THE TARGET GROUPAbsolute number986.586% of Dutch populAtion6%
  4. 4. ACCEPTED WISDOM
  5. 5. ACCEPTED WISDOM‘WOMEN ARE NATURALLY ALTRUISTIC,CARING AND FOCUSED ON OTHERS’philippA roberts & JAne cunninGhAm, insiDe her prettY little heAD
  6. 6. OUR VISION
  7. 7. OUR VISIONGIRLS HAVE BECOME EGOCENTRIC
  8. 8. ‘I DON’T NEED A MAN TO RECTIFY MY ExISTENCE. THE MOST pROFOUNDRELATIONSHIp WE’LL EVER HAVE IS THE ONE WITH OURSELVES’(SHIRlEy MAClAINE)‘I BUY CLOTHES IN HUGE AMOUNTS. ESpECIALLY SHOES.I THINk I HAVE ABOUT 70 pAIRS BY NOW. ’(JEllA, 28)‘THERE ISN’T ENOUGH WALL SpACE INNEW YORk CITY TO HANG ALL OF MY ExES’(SAMANTHA, SEx AND THE CITy)
  9. 9. ‘I’M NOTICING THAT MY CAREER IS NOW LOWER ON MY pRIORITY LISTAND THAT MY HOBBY LIFE IS GAINING VALUE AS A pRIORITY’(EVElIEN, 26)‘IT’S FUN TO BE A WOMAN.IT’S FUN TO FLIRT AND WEAR MAkE Up AND HAVE BOOBS’(EVA MENDES)‘I WOULD LIkE TO SEE SO MUCH MORE OF THIS WORLD,NOT ONLY A SMALL COUNTRY LIkE THE NETHERLANDS’(KAREN, 22)
  10. 10. INDICATORS OF THE ‘ME-THINKING’
  11. 11. INDICATORS OF THE ‘ME-THINKING’1. MORE FEMININE AMBITIONSGirls nowADAYs hAve more feminine motivesAnD Are not hesitAte to express them
  12. 12. ‘YOU DON’T jUST WORk FOR YOURSELF,BUT ALSO TO CONTRIBUTE SOMETHING TO THE WORLD’(EVElIEN, 26)‘I WOULD LOVE TO jUST BUY A HOUSE ON BALI,START A SURFING SCHOOL THERE AND BE HAppY’(VIVIAN, 25)‘I COULD NEVER WORk IN THE BUSINESS WORLD. THAT IS TOOMATERIALISTIC FOR ME. I WANT TO HAVE MEANINGFUL CONTACT WITH pEOpLE’(AFANAISA, 24)
  13. 13. INDICATORS OF THE ‘ME-THINKING’2. TRAVELLING AS A LIFE OBjECTIVEfor mAnY Girls, trAvellinG hAs become A sepArAte GoAl in life,A wAY to Discover Yourself in A Different contexttrAvellinG ALONE throuGh AsiA or AustrAliA hAs become verY normAl
  14. 14. ‘I WOULD HIT MYSELF IF I HADN’T SEEN MANY NICE pLACES IN THE WORLD.THAT WOULD BE A pITY. IT IS SO BEAUTIFUL TO SEE DIFFERENT CULTURES.I HAVE ALREADY BEEN TO THAILAND, LAOS, CAMBODIA, MALAYSIAAND INDONESIA’(VIVIAN, 25)‘I REALLY WOULD LIkE TO TRAVEL. I HAVEN’T SEEN ENOUGH OF THIS WORLD YET.I WOULD LOVE TO GO TO AUSTRALIA, SOUTH-AMERICA, NEW YORk. THERE IS SOMUCH TO SEE OUT THERE’(lARISSA, 27)
  15. 15. INDICATORS OF THE ‘ME-THINKING’3. NEW FEMININITYGirls Are not AfrAiD to show their feminine siDe AnYmore.spenDinG A lot of time AnD moneY on Your AppeArAnce isnot somethinG to be AshAmeD of
  16. 16. ‘A FRIEND SAID TO ME: I THINk IT’S FASCINATING TO SEE HOW LONGYOU ARE BUSY DOING YOUR MAkEUp. HOW LONG CAN IT TAkE?I HAVE TO ADMIT I NEED MUCH TIME FOR THAT. I CAN EASILY SpENDHALF AN HOUR ON ONLY HAIR AND MAkEUp’(ESTHER, 24)‘I LOVE CLOTHES. I FIND IT IMpORTANT TO ALWAYS WEAR NICE ANDNEW CLOTHES. AND I NEVER LEAVE MY HOUSE WITHOUT WEARING MAkEUp’(VIVIAN, 25)
  17. 17. W IF E A N D M1970 O TH ER CA RE ER W O M2009 A N H ER SE LF
  18. 18. THE pRESENT GENERATION GIRLS IN THEIR MIDTWENTIES IS THE BREAkING pOINTTHEIR MOTHERS WERE THE FIRST GENERATIONEMANCIpATED WOMENTHE UpBRINGING OF THESE GIRLS IN COMBINATION WITHRECENT DEVELOpMENTS IN THEIR ENVIRONMENT CHANGEDTHEIR ATTITUDES
  19. 19. ‘WOMAN IS CONFRONTED WITH THE NECESSITYOF EMANCIpATING HERSELF FROM EMANCIpATION,IF SHE REALLY DESIRES TO BE FREE’(EMMA GOlDMAN)
  20. 20. FACILITATORS OF THE ‘ME-THINKING’
  21. 21. FACIlITATORS OF THE ‘ME-THINKING’1. pOST FEMINISMthe tArGet Group wAs rAiseD in times of the post feminismA new kinD of empowerment, thAt is ADJusteD to the sociAlcontext of present-DAYcornerstones Are inDepenDence, inDiviDuAl choice,(sexuAl) pleAsure, consumer culture AnD the reneweDfocus on the femAle boDY
  22. 22. FACIlITATORS OF THE ‘ME-THINKING’SEx AND THE CITYproGrAms like ‘sex AnD the citY’ plAY A mAJor role inspreADinG the post feminism Girls mirror themselvesin the chArActers who’s lives consist of shoppinG,lunch AnD GoinG out men Are chAnGeD like outfits
  23. 23. ‘HE WAS LIkE THE FLESHAND BLOOD EqUIVALENTOF A DkNY DRESS;YOU kNOW IT’S NOT YOURSTYLE BUT IT’S RIGHT THERE,SO YOU TRY IT ON ANYWAY’(CARRy, SEx AND THE CITy)
  24. 24. ‘I THINk IT IS BEST NOT TO BEFINANCIALLY DEpENDENT UpONYOUR pARTNER, SOMETHING THATMY MOTHER DID NOT MAkE SURE OF.TO ME THAT IS VERY IMpORTANT’(ROOS, 24)
  25. 25. FACIlITATORS OF THE ‘ME-THINKING’2. FINANCIAL INDEpENDENCEfor increAsinGlY more women hAvinG An owncAreer is self eviDent more AutonomY over finAnciAlresources hAs teAcheD them to think for themselves
  26. 26. PERCENTAGE OF WORKING WOMEN bETWEEN THE AGE OF 15-64source: wAGeinDicAtor.orG
  27. 27. FACIlITATORS OF THE ‘ME-THINKING’‘A stuDY of euromonitor internAtionAl shows thAt women AreDominAtinG expenses more AnD morereseArch in 70 mArket seGments AnD 35 countries showeD thAteArninGs of women increAseD with 82% between 1971 AnD 2001,while men’s eArninGs onlY increAseD with 11%this hAs influenceD their control over expenDiture pAtterns’source: molbloG.nl
  28. 28. FACIlITATORS OF THE ‘ME-THINKING’3. BEING SINGLE IS Okthe number of sinGles is still increAsinGsinGles Are now sociAllY AccepteD
  29. 29. NUMbER OF SINGlESsource: cbs.nl
  30. 30. ‘FIFTY YEARS AGO WOMEN HAD ONLYONE THING TO DO: MAkE SURE TO GETA MAN. LUCkILY THESE TIMES ARE BEHINDUS AND HE CAN BE HAppY IF HE CANDRAG US INTO HIS CAVE’(COSMOPOlITAN)
  31. 31. NUMbER OF MARRIAGES NOT ONly ARE THERE lESS PEOPlE GETTING MARRIED…source: cbs.nl
  32. 32. MEAN AGE OF WOMEN AT THEIR FIRST MARRIAGE …THIS AlSO HAPPENS AT A HIGHER AGEsource: cbs.nl
  33. 33. FACIlITATORS OF THE ‘ME-THINKING’4. CONTACT NOT LIMITED TO pLACE OR TIMEGirls in their miD twenties Are the first GenerAtionto use these technoloGies heAvilY
  34. 34. FACIlITATORS OF THE ‘ME-THINKING’severAl recent Developments like the internet AnD mobilephones hAve AltereD the collectivistic wAY of thinkinG of GirlsthAnks to webcommunities like hYves AnD fAcebook AneveninG Alone At home Does not implicAte lonelinessnot onlY plAtonic but Also romAntic relAtionships cAnbe mAintAineD without leAvinG home
  35. 35. reseArch shows thAt there is A GAp between miD twentY AnDmiD thirtY Girls. the former Group mAkes siGnificAntlY moreuse of the opportunities thAt the internet hAs to offer.the internet is pArt of their DAilY lives. theY look forinformAtion AnD new relAtionship
  36. 36. the number of DAtinG sites in the netherlAnDs AnD othercountries is still increAsinG in A fAst pAce.the internAtionAl web is slowlY becominG ‘A DiGitAl hiGhwAY to love’source: DAtinGfActs.web-loG.nl
  37. 37. ‘SOMETIMES, WHEN I LEAVE MY CELLpHONE AT HOME, I ALWAYS GO BACkTO pICk IT Up. BECAUSE I CAN’T LIVEWITHOUT MY CELL!’(NATASJA, 23)
  38. 38. IMPLICATIONS FOR MARKETINGAND COMMUNICATION
  39. 39. IMPlICATIONS FOR MARKETING AND COMMUNICATION‘WE-FEELING’ VS. ‘ME-FEELING’• The ‘we-feeling’ has been replaced by a more individualisTic aTTiTude• young women indenTify Themselves no longer wiTh a cerTain Group theY miGht be pArt of, theY follow their own neeDs• Therefore They should be approached as individuals insTead of As Group members• generalisaTions like ‘The wesTern woman’ are no longer relevanT
  40. 40. IMPlICATIONS FOR MARKETING AND COMMUNICATIONWHAT’S IN IT FOR ME?• iT is imporTanT To creaTe a clear and open adverTising proposition thAt reflects exActlY whAt the ADDeD vAlue is for her• girls wonder: ‘whaT’s in iT for me?’• They aTTach less value To whaT oThers Think
  41. 41. IMPlICATIONS FOR MARKETING AND COMMUNICATIONWORD OF MOUTH• wom has compleTely changed because of The inTerneT • whereas opinions abouT producTs used To be shared only within the own sociAl environment, consumers cAn now use bloGs AnD review sites to GAin As much informAtion As theY Desire• This elemenT may Therefore noT be neglecTed in communicaTion
  42. 42. APPENDIX
  43. 43. APPENDIxIN DEpTH INTERVIEWS20 one hour interviewswith Girls between 22 AnD 28About their iDeAs AnD Ambitions

×