The changing role of women in developing markets

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An overview of how the role of women is changing globally drawing insights from the future agenda programme and additional views from india. Looks at demographic, education, empowerment and role models as core drivers of change.

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The changing role of women in developing markets

  1. 1. The  Changing  Role  of  Women  in  Developing  Markets     Tim  Jones  /  Hamsini  Shivakumar    -­‐  9  March  2011  
  2. 2. Overview   Overview   Part  One:  The  Macro  View   •  Tim  Jones   •  Programme  Director  -­‐  Future  Agenda   Part  Two:  India  and  Personal  Care   •  Hamsini  Shivakumar   •  Director  –  Leapfrog  Strategy  Consultants   This  talk  looks  at  the  changing  role  of  women  in     developing  markets  and  how  this  is  being  influenced     -­‐  both  through  a  global  and  the  India  /  category  view  
  3. 3. Future  Agenda   Future  Agenda   The  Future  Agenda  is  the  world’s  largest  open  foresight  programme  that  ran  throughout  2010  and  engaged  expert  input   from  over  140  countries  to  give  a  unique  global  view  
  4. 4. Today  we  are  using  a  few  of  these  to  sNmulate  some   thoughts   Future  Agenda  Insights   52  insights  on  the  world  in  2020  across  six  key  areas  are    now  being  used  by  companies  around  the  world  –  today  we  are   looking  at  how  a  few  of  these  apply  to  women  
  5. 5. Imbalanced  PopulaNon  Growth   CertainNes   By  2020  we  will  add  another  750m  people  to  the  planet,     most  in  places  least  able  to  accommodate  them  
  6. 6. Imbalanced  PopulaNon  Growth   CertainNes   PopulaNon  growth  will  conNnue  with  the  medium  assumpNon   peaking  at  an  extra  3bn  around  2060  
  7. 7. Asian  Wealth  ShiV   CertainNes   The  centre  of  gravity  of  global  wealth  is  shiVing    East  with  decreased  influence  for  the  US  and  Europe  
  8. 8. Asian  Wealth  ShiV   CertainNes   Year  at  which  GDP  of  China  and  India  pass  those  of  other  countries   Goldman  Sachs  2005   The  rise  of  China  and  India  is  happening  far  faster  than  many   experts  have  been  predicted  even  recently  
  9. 9. Asian  Wealth  ShiV   CertainNes   The  world’s  centres  of  economic  power  in  2020  will  be  different   from  today  with  India  moving  from  #11  to  #6  
  10. 10. Ubiquitous  Data  Access   CertainNes   We  will  be  connected  everywhere  -­‐  everything  that  can     benefit  from  a  network  connecNon  will  have  one  
  11. 11. Dense  CiNes   Locality   As  urban  migraNon  increases,  efficient,  densely     populated  ciNes,  not  distributed  opNons,  are  the     blueprints  for  more  sustainable  places  to  live    
  12. 12. Richer  Poorer   Wealth   Widening  differences  in  wealth  between  and  within     urban  and  rural  communiNes  is  extending  the  gap     between  rich  and  poor  -­‐  but  they  sNll  need  each  other  
  13. 13. Changing  FerNlity   Global  IniNaNves   Six Global Challenges, One Solution: Women Within  this  context,  the  future  of  women  in    developing  markets  is  a  common  focus  for     a  number  of  major  internaNonal  iniNaNves  
  14. 14. Changing  FerNlity   Global  IniNaNves   “Teach  a  man  to  fish,  feed  him  for  a  lifeNme   Teach  a  woman,  she’ll  teach  her  friends,  start   a  business,  and  preby  soon  an  enNre  village  is   on  the  mend.”   ..  and  women  are  an  increasingly  high  priority  for     global  chariNes  seeking  to  change  the  status  quo    
  15. 15. Changing  FerNlity   Changing  FerNlity  A  major  factor  in  future  populaNon  imbalance  is  the  variaNon  in   ferNlity  rates  occurring  in  some  regions    
  16. 16. SHOW  HUGE  SHIFT  IN  FERTILITY  IN  IRAN,  MAURITAUS  ETC   Female  EducaNon   INSERT  FERTILITY  GRAPH  FOR  IRAN   In  many  areas  female  educaNon  is  a  driver  of  both     declining  ferNlity  and  increasing  economic  acNvity    
  17. 17. China  Male  /  Female  RaNo  As  boys  have  been  preferred  in  China  over  recent  years,  the  male/ female  raNo  is  shiVing  to  1.3:1  and  hence  changing  the  future   social  power  balance  –  towards  women    
  18. 18. SupporNng  quotes   Women’s  Wealth   “Women  perform  66  percent  of  the  world’s   work,  produce  50  percent  of  the  food,  but   earn  10  percent  of  the  income  and  own  1   percent  of  the  property”      Gender  Equality  –  The  Big  Picture,  2007   From  a  wealth  perspecNve,  improving  the  role  of     women  in  the  developing  world  is  coming     from  a  challenging  starNng  posiNon  
  19. 19. Microfinance   Microfinance   Microfinance’s  conNnued  growth  is  impacNng  how  many   (illiterate)  women  are  taking  greater  control  of  money    in  some  key  regions  across  the  developing  world  
  20. 20. Mobile  Money  In  Africa,  The  Philippines  and  even  Afghanistan,  the  rapid  take  up   of  mobile  payments  is  giving  beber  access  to  cash  
  21. 21. M-­‐PESA  In  Kenya,  with  80%  adopNon  M-­‐PESA  has  put  direct     and  local  spending  power  in  the  hands  of  women  
  22. 22. New  Middle  Class  By  2020  1bn  extra  consumers  will  enter  the  middle  class     with  increasing  spending  power  in  some  key  countries  
  23. 23. Leading  Women  in  Business   FT  Top  50  Business  Women  2010  by  NaRonality   US   Europe   China   India   Singapore   Malaysia   Japan   Turkey   Saudi  Arabia   Israel   Africa   Global  economic  growth  is  increasingly  being  led    by  women,  many  of  whom  are  in  developing  countries  
  24. 24. The  Four  Drivers  of  Change  The  role  of  women  in  developing  markets  is     being  driven  by  four  key  drivers  of  change  
  25. 25. India  and  Personal  Care  The  Changing  Role  of  Women  in  Developing  Markets:   India  and  Personal  Care  
  26. 26. Many  Indias   Not  one  India  But  many  Indias  
  27. 27. Growing  Affluence  Growing  affluence  in  India  is  both  predicted  and  believed  in  and   so  has  created  a  mood  of  opNmism  
  28. 28. The  Family  Project  Building  financial,  social  and  cultural  capital  as  a  family  is  key  to   the  overall  ‘Family  Upward  Mobility  Project’  
  29. 29. Female  Influence  Control  and  influence  over  family  spending  and  investments,  not  personal  income,  is  the  source  of  Indian  women’s  empowerment    
  30. 30. Family  Influence  The  majority  female  aspiraNon  is  to  have  a  strong  voice  and   influence  in  family  affairs  via  extra  earning,  exposure  and   educaNon:    to  assert  self  worth  
  31. 31. Majority  AmbiNon  The  ambiNon  for  many  women  is  also  to  be  a     ‘professional’  mother  and  home  manager,     valued  partner  to  her  husband  
  32. 32. Single  Women   Do  you  plan  to  marry  the   person  you  love?   Yes    58.8%   Men    57.7%   Women      60.3%  There  is  a  small  segment  of  single,  working  women  among  the   youth,  showing  slow-­‐moderate  growth  
  33. 33. Change  Leaders  A  new  generaNon  of  young  women,  born  aVer  1991  will  reshape   markets,  as  they  have  a  completely  different  orientaNon  to   consumpNon  and  brands      
  34. 34. Smart  Shopping  “Smart  Shopping”  is  an  emerging  area  of  personal  interest,   reward  and  experNse  
  35. 35. Female  Archetypes   Mother   Goddess                  Self-­‐propelled                  Achiever   Apsara   Wife   Force  for  change  Princess   Queen  There  are  emerging  feminine  archetypes  in  India  that  are   changing  the  cultural  DNA  from  the  tradiNonal  view  
  36. 36. ConNnued  ContradicNons  Despite  the  growing  and  visible  empowerment    of  women,  the  contradicNons  around  violence,    literacy  and  harassment  conNnue  
  37. 37. Enhancing  self   The  Four  Drivers  of  Change   worth   Nuclear  families   Reshaping  the   make  women  the   cultural   fulcrum  of  the   archetypes   family   Leading  to  a  stronger  voice  in   family  affairs  In  India,  women’s  roles  are  changing  towards  making  them   stronger  contributors  to  the  family  and  to  society  
  38. 38. Beauty  As  An  Asset  In  personal  care  in  India  there  is  high  economic  and    hence  social  value  to  ‘good  looks’  so  beauty  is     well  established  as  a  tradable  personal  asset  
  39. 39. Youthful  Spirit  Premium  is  abached  to  youth  and  vitality  and  hence     in  being  a  producNve  and  posiNve  member  of     society  throughout  one’s  life  
  40. 40. Personal  Makeovers   There  is  belief  in  the  power  of  technology  and    glamour  experts  to  transform  personal  appearance     and  so  provide  step  change  personal  fortunes  
  41. 41. Eternal  Perfect  Beauty  As  in  other  regions,  the  personal  care  sector    in  India  is  propelled  by  two  powerful  myths:     Eternal  Youth  and  Perfect  Beauty  
  42. 42. Beauty  Services   We  see  accelerated  growth  of  beauty  services  and    brands  from  correcNve  procedures  at  the  upper  end     to  maintenance  acNviNes  at  the  lower  end  
  43. 43. Healthy  Mobility   The  need  for  vitality  and  posiNvity  as  a  fundamental  underpinning  of  upward  mobility  unites  consumer  concerns  on   health  care,  beauty  care  and  emoNonal  wellbeing  
  44. 44. The  Four  Drivers  In  Personal  Care   Upward   Social   Mobility  In  summary,  personal  care  is  seen  as  a  key  force    for  propelling  individuals  and  families     on  the  path  of  upward  social  mobility  
  45. 45. To  discuss  these  views  further  please  contact  us:  Rm.jones@futureagenda.org            hamsini@leapfrogstrategy.com  

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