This regular FleishmanHillard study is co-sponsored by Hearst Magazines and conducted by Ipsos MediaCT. The fifth wave of the study covers, for the first time, the views of women in the UK, Germany, France and China, alongside those from the United States. This presentation provides some perspectives from women in Britain.

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U.K. Detailed Report: Unless otherwise noted, data are from women in the U.K.

2. Country Report: United Kingdom
Women, Power & Money: Wave 5
An Ipsos MediaCT Study Tracking
the Lives, Lifestyles and
Marketplace Impact of Women
Seizing the Future
Women Charting the Course Ahead …
Across Generations and Around the
World

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U.K. Detailed Report: Unless otherwise noted, data are from women in the U.K.
#everydaysexism“feminism”
Lean In

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The Study…

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German Detailed Report :
Unless otherwise noted, data are from women in Germany
U.K. Detailed Report:
Unless otherwise noted, data are from women in the U.K.
METHODOLOGY
About The Study
Today’s women continue to set the agendas in households and businesses around the world.
In a continued effort to conduct the definitive study of women in America, FleishmanHillard
and Hearst Corporation commissioned Ipsos MediaCT to conduct this fifth wave of Women,
Power & Money.
• 20-minute online survey fielded February 2013
• Respondents aged 21 to 69, with annual household
income of £15,000+ (U.K.)
• 1,008 U.S. women
• 750+ interviews with women in the U.K., France,
Germany and China
METHODOLOGY

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PART ONE:
Women in Britain Today…
A success story?

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Women in Britain Today…
“Likes” and “Dislikes”…

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Satisfaction Patterns Differ By Generation
Boomers most satisfied
on most dimensions
Gen Y Gen X Boomers
Extremely / Very Satisfied
Relationship with my children* 82% 80% 76%
Home life 62% 56% 67%
Relationship with friends 52% 59% 69%
Romantic/intimate relationships 58% 52% 50%
Mental/emotional health 49% 39% 54%
Leisure/hobbies 36% 41% 54%
Work-life balance 28% 34% 47%
Physical health 41% 31% 33%
Career 30% 27% 38%
Finances 16% 13% 24%
*Base: Parents (N=90/132/233)

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Women in Britain Today…
“Not so sure…”

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German Detailed Report :
Unless otherwise noted, data are from women in Germany
U.K. Detailed Report:
Unless otherwise noted, data are from women in the U.K.
More Than One-Third of Wives Married to an “Ideal Companion”
75% Married or
partnered

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German Detailed Report :
Unless otherwise noted, data are from women in Germany
U.K. Detailed Report:
Unless otherwise noted, data are from women in the U.K.
More Than One-Third of Wives Married to an “Ideal Companion”
U.S. U.K. France Germany China
Strongly Agree
I am very fortunate to have
my spouse/partner in my life
73% 65% 60% 59% 37%
75% Married or
partnered
Figures rise to ~80-90% if those answering “somewhat agree” are included.

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German Detailed Report :
Unless otherwise noted, data are from women in Germany
U.K. Detailed Report:
Unless otherwise noted, data are from women in the U.K.
More Than One-Third of Wives Married to an “Ideal Companion”
U.S. U.K. France Germany China
Strongly Agree
My spouse/partner is the
ideal companion I always
dreamed about
48% 38% 38% 38% 20%
I am very fortunate to have my
spouse/partner in my life
73% 65% 60% 59% 37%
75% Married or
partnered
Figures rise to ~80-90% if those answering “somewhat agree” are included.

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Women in Britain Today…
Their hopes (and fears)

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U.K. Detailed Report:
Unless otherwise noted, data are from women in the U.K.
Key Attitudes Include Safety, Global Issues,
Appearance, Experience
U.S. U.K. France Germany China
Strongly/Somewhat Agree
I am more concerned about the safety
of my children than ever before* 81% 72% 80% 67% 95%
I am concerned about the safety of the
food my family eats 75% 69% 95% 60% 96%
It is important to me to maintain a
youthful appearance 70% 66% 73% 69% 87%
I would prefer to spend money on
experiences rather than things 74% 58% 39% 62% 60%
*Base: Parents (N=677/455/566/492/561)

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The “Battle of the Sexes”
Who is better…?

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German Detailed Report :
Unless otherwise noted, data are from women in Germany
U.K. Detailed Report:
Unless otherwise noted, data are from women in the U.K.
Women Equal Men
Parenting 46% 54% 0%
Leading a household 56% 41% 3%
Having difficult conversations 62% 29% 9%
Staying positive during difficult times 49% 43% 8%
Rebounding after a setback 45% 43% 12%
Doing research about purchase decisions 38% 51% 11%
Making smart purchase decisions 34% 62% 5%
Leading a team 12% 70% 19%
Using technology 4% 58% 38%
Being assertive in negotiations 11% 47% 42%
Proactively asking for salary increases 4% 36% 59%
Who is better at …?
Home
Emotional
strength
Shopping
Tech and
business
Gen Y women see more gender equality, particularly in
“emotional strength”
She Perceives … a Variety of Strengths Relative to Men
Total

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The “Equality Index”

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Boomer 480
Gen X 540
Gen Y 599

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The “Battle of the Sexes”
Who is more successful?

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German Detailed Report :
Unless otherwise noted, data are from women in Germany
U.K. Detailed Report:
Unless otherwise noted, data are from women in the U.K.
Women Equal Men
53% 43% 4%
27% 60% 13%
5% 49% 46%
2% 35% 63%
1% 26% 73%
Who is more successful?
She Perceives … Home Leadership, Education Equality,
and Male Skews in Society, Business and Politics

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German Detailed Report :
Unless otherwise noted, data are from women in Germany
U.K. Detailed Report:
Unless otherwise noted, data are from women in the U.K.
Women Equal Men
Household decisions 53% 43% 4%
Educational attainment 27% 60% 13%
5% 49% 46%
2% 35% 63%
1% 26% 73%
She Perceives … Home Leadership, Education Equality,
and Male Skews in Society, Business and Politics
Who is more successful?

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German Detailed Report :
Unless otherwise noted, data are from women in Germany
U.K. Detailed Report:
Unless otherwise noted, data are from women in the U.K.
Women Equal Men
Household decisions 53% 43% 4%
Educational attainment 27% 60% 13%
5% 49% 46%
Businesses 2% 35% 63%
National politics 1% 26% 73%
She Perceives … Home Leadership, Education Equality,
and Male Skews in Society, Business and Politics
Who is more successful?

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German Detailed Report :
Unless otherwise noted, data are from women in Germany
U.K. Detailed Report:
Unless otherwise noted, data are from women in the U.K.
Women Equal Men
Household decisions 53% 43% 4%
Educational attainment 27% 60% 13%
Society in general 5% 49% 46%
Businesses 2% 35% 63%
National politics 1% 26% 73%
She Perceives … Home Leadership, Education Equality,
and Male Skews in Society, Business and Politics
Who is more successful?

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Generation Gap?
Gen Y vs Boomers…

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German Detailed Report :
Unless otherwise noted, data are from women in Germany
U.K. Detailed Report:
Unless otherwise noted, data are from women in the U.K.
She Perceives … Home Leadership, Education Equality,
and Male Skews in Society, Business and Politics
Boomers
Women Equal Men
Household decisions 55% 42% 3%
Educational attainment 25% 65% 11%
Society in general 4% 49% 47%
Businesses 3% 38% 60%
National politics 2% 27% 72%
Who is more successful?

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German Detailed Report :
Unless otherwise noted, data are from women in Germany
U.K. Detailed Report:
Unless otherwise noted, data are from women in the U.K.
Women Equal Men
Household decisions 50% 46% 4%
Educational attainment 31% 59% 10%
Society in general 6% 51% 43%
National politics 1% 28% 70%
Businesses 1% 37% 62%
She Perceives … Home Leadership, Education Equality,
and Male Skews in Society, Business and Politics
Gen Y
Who is more successful?

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German Detailed Report :
Unless otherwise noted, data are from women in Germany
U.K. Detailed Report:
Unless otherwise noted, data are from women in the U.K.
Women Equal Men
Household decisions 50% 46% 4%
Educational attainment 31% 59% 10%
Society in general 6% 51% 43%
National politics 1% 28% 70%
Businesses 1% 37% 62%
She Perceives … Home Leadership, Education Equality,
and Male Skews in Society, Business and Politics
Gen Y
Who is more successful?

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The Balance Sheet:
Still some way to go?

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German Detailed Report :
Unless otherwise noted, data are from women in Germany
U.K. Detailed Report:
Unless otherwise noted, data are from women in the U.K.
“Men are often paid more
than women, even for
doing the same work”
84%
Percent Strongly/Somewhat Agree
Virtually All Perceive Pay Inequality

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German Detailed Report :
Unless otherwise noted, data are from women in Germany
German Detailed Report :
Unless otherwise noted, data are from women in Germany
U.K. Detailed Report:
Unless otherwise noted, data are from women in the U.K.
Among those married/partnered Self Spouse
% Graduating university 35% 29%
Who makes more money? 24% 67%
She is More Educated, but Lower-Paid, Than Her Spouse

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German Detailed Report :
Unless otherwise noted, data are from women in Germany
German Detailed Report :
Unless otherwise noted, data are from women in Germany
U.K. Detailed Report:
Unless otherwise noted, data are from women in the U.K.
Among those married/partnered Self Spouse
% Graduating university 35% 29%
Who makes more money? 24% 67%
She is More Educated, but Lower-Paid, Than Her Spouse

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PART TWO:
Women as Consumers

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Women as Consumers
Theme 1:
The decision maker

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German Detailed Report :
Unless otherwise noted, data are from women in Germany
U.K. Detailed Report:
Unless otherwise noted, data are from women in the U.K.
Results comparable
around the world
Ratings by married/partnered women
You
Share
Equally
Spouse/
Partner
Beauty items 90% 9% 1%
Toiletries 82% 15% 3%
Fashion apparel and accessories 81% 17% 2%
Household supplies/nonfood 73% 23% 4%
Food/groceries 64% 29% 7%
Watches or jewelry 63% 29% 8%
Household furnishings and décor 44% 51% 5%
Financial services and investments 42% 43% 15%
Vacations 36% 55% 10%
Household appliances 31% 61% 8%
Technology 28% 46% 26%
Automobiles 17% 55% 28%
Who Does The Shopping?
She Dominates Daily Spending; an Equal Partner in “Big Ticket”

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Women as Consumers
Theme 2:
Are you in control?

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German Detailed Report :
Unless otherwise noted, data are from women in Germany
U.K. Detailed Report:
Unless otherwise noted, data are from women in the U.K.
She Looks to Many Information Sources,
Most of Which are Out of Direct “Corporate Control”
Top 3 across
generations and
countries.
Extremely/Very important sources of
information when choosing brands
U.S. U.K. France Germany China
Customer reviews 76% 69% 65% 63% 86%
Information from people I know 68% 68% 69% 67% 85%
Expert opinion/reviews 60% 58% 55% 55% 65%
What I have read or heard about
them in the media
42% 38% 38% 37% 68%
Company website/social
network presence
28% 23% 18% 19% 54%
Advertising 24% 18% 15% 17% 43%
Celebrity endorsements 5% 3% 6% 6% 29%
“Younger people expect the CSR element to be there, and are surprised when it’s not. People of my generation seek out
that information.”

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Women as Consumers
Theme 3:
Tech-savvy

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German Detailed Report :
Unless otherwise noted, data are from women in Germany
U.K. Detailed Report:
Unless otherwise noted, data are from women in the U.K.
She is Connected Via a Variety of Devices
U.S. U.K. France Germany China
Desktop computer 65% 51% 68% 61% 87%
Laptop computer 75% 80% 74% 76% 44%
Smartphone 60% 61% 57% 53% 85%
Tablet 45% 33% 27% 21% 54%
Which of the following electronic devices do you
currently own and use?

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German Detailed Report :
Unless otherwise noted, data are from women in Germany
U.K. Detailed Report:
Unless otherwise noted, data are from women in the U.K.
She is Connected Via a Variety of Devices
Total Gen Y Gen X Boomers
Desktop computer 51% 33% 50% 65%
Laptop computer 80% 88% 82% 74%
Smartphone 61% 82% 67% 40%
Tablet 33% 33% 33% 33%
Which of the following electronic devices do you
currently own and use?

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German Detailed Report :
Unless otherwise noted, data are from women in Germany
U.K. Detailed Report:
Unless otherwise noted, data are from women in the U.K.
Marketplace Styles Differ Sharply Across Generation:
“Bricks AND Clicks”…
Gen Y Gen X Boomers
39% 21% 8%
While I am shopping in a store, I sometimes use a
smartphone or tablet to check the prices of items that I may
want to buy
U.S. U.K. France Germany China
35% 21% 13% 17% 68%

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Women as Consumers
Theme 4:
Social Media

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German Detailed Report :
Unless otherwise noted, data are from women in Germany
U.K. Detailed Report:
Unless otherwise noted, data are from women in the U.K.
She is a Heavy User of Social Media
U.S. U.K. France Germany
Past week usage of…
Any social media (net) 83% 77% 75% 67%
Facebook 77% 70% 62% 58%
Pinterest 29% 5% 3% 4%
Google+ 28% 19% 35% 26%
LinkedIn 18% 11% 5% 6%
Twitter 18% 21% 8% 9%
Instagram 12% 4% 3% 4%
Foursquare 6% 1% 2% 2%
Viadeo 3% 1% 8% 3%
Average number of hours
on social media weekly
6.71 4.67 4.84 5.17
Social media usage significantly higher among Gen Y

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German Detailed Report :
Unless otherwise noted, data are from women in Germany
U.K. Detailed Report:
Unless otherwise noted, data are from women in the U.K.
She is a Heavy User of Social Media
Total Gen Y Gen X Boomer
Past week usage of…
Any social media (net) 77% 91% 77% 67%
Facebook 70% 87% 68% 58%
Pinterest 5% 9% 5% 3%
Google+ 19% 16% 17% 22%
LinkedIn 11% 13% 16% 6%
Twitter 21% 35% 21% 10%
Instagram 4% 8% 3% 1%
Foursquare 1% 3% 1% -
Viadeo 1% 1% 1% -
Average number of hours
on social media weekly
4.67 5.73 4.23 4.02
Social media usage significantly higher among Gen Y

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German Detailed Report :
Unless otherwise noted, data are from women in Germany
U.K. Detailed Report:
Unless otherwise noted, data are from women in the U.K.
“When I’m looking for advice on products on
Facebook, I know I’ll get genuine opinions from my
friends… But I also follow loads of brands on Facebook.
I like their offers, discounts, contests and so on. “
Gen Y Woman from the U.K.
“I use Facebook but don’t usually check out the
adverts on my page or any other. Have you ever tried
to get rid of a company from your page once you’ve
‘liked’ it? Anyway, who of my generation really wants
all friends and family to know everything about them,
even if it is only shopping habits.”
Boomer Woman from the U.K.

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Women as consumers
Theme 5:
“Option-overload”

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German Detailed Report :
Unless otherwise noted, data are from women in Germany
U.K. Detailed Report:
Unless otherwise noted, data are from women in the U.K.
“Option Overload” Felt by One-Third Per Category
Averages across countries
China 53%
France 47%
Germany 45%
U.S. 32%
Average across categories 36%
Financial services and investments 59%
Technology 58%
Beauty items 39%
Household appliances 36%
Vacations 35%
Automobiles 32%
Household supplies (nonfood) 32%
Fashion apparel and accessories 30%
Household furnishings and décor 30%
Toiletries 30%
Food/groceries 29%
Watches or jewelry 23%
% Overwhelmed by product/brand choices in category

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Women are confident about what they are
good at but very aware of the inequalities
that still exist
Key Take Aways

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Work life balance is decreasing not increasing
(Gen Y vs Boomer)
Key Take Aways

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Women are at the heart of purchasing
decisions, beyond the stereotypes
Key Take Aways

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Avoid ‘overload’, choose meaningful
connection with ‘always on’ storytelling
Key Take Aways

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Prepare to surprise yourself; examine your
audience more deeply so that you have a more
nuanced understanding of your consumer
Key Take Aways

52. Country Report: United Kingdom
Women, Power & Money: Wave 5
An Ipsos MediaCT Study Tracking the Lives,
Lifestyles and Marketplace Impact of Women
Seizing the Future
Women Charting the
Course Ahead … Across
Generations and
Around the World

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Thank you