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.

1. The
Changing
Role
of
Women
in
Developing
Markets
Tim
Jones
/
Hamsini
Shivakumar
-­‐
9
March
2011

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. 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. 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. Imbalanced
PopulaNon
Growth
CertainNes
By
2020
we
will
add
another
750m
people
to
the
planet,
most
in
places
least
able
to
accommodate
them

6. Imbalanced
PopulaNon
Growth
CertainNes
PopulaNon
growth
will
conNnue
with
the
medium
assumpNon
peaking
at
an
extra
3bn
around
2060

7. Asian
Wealth
ShiV
CertainNes
The
centre
of
gravity
of
global
wealth
is
shiVing
East
with
decreased
influence
for
the
US
and
Europe

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. 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. Ubiquitous
Data
Access
CertainNes
We
will
be
connected
everywhere
-­‐
everything
that
can
benefit
from
a
network
connecNon
will
have
one

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. 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. 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. 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. Changing
FerNlity
Changing
FerNlity
A
major
factor
in
future
populaNon
imbalance
is
the
variaNon
in
ferNlity
rates
occurring
in
some
regions

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. 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. 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. 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. Mobile
Money
In
Africa,
The
Philippines
and
even
Afghanistan,
the
rapid
take
up
of
mobile
payments
is
giving
beber
access
to
cash

21. M-­‐PESA
In
Kenya,
with
80%
adopNon
M-­‐PESA
has
put
direct
and
local
spending
power
in
the
hands
of
women

22. New
Middle
Class
By
2020
1bn
extra
consumers
will
enter
the
middle
class
with
increasing
spending
power
in
some
key
countries

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. The
Four
Drivers
of
Change
The
role
of
women
in
developing
markets
is
being
driven
by
four
key
drivers
of
change

25. India
and
Personal
Care
The
Changing
Role
of
Women
in
Developing
Markets:
India
and
Personal
Care

26. Many
Indias
Not
one
India
But
many
Indias

27. Growing
Affluence
Growing
affluence
in
India
is
both
predicted
and
believed
in
and
so
has
created
a
mood
of
opNmism

28. The
Family
Project
Building
financial,
social
and
cultural
capital
as
a
family
is
key
to
the
overall
‘Family
Upward
Mobility
Project’

29. Female
Influence
Control
and
influence
over
family
spending
and
investments,
not
personal
income,
is
the
source
of
Indian
women’s
empowerment

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. Majority
AmbiNon
The
ambiNon
for
many
women
is
also
to
be
a
‘professional’
mother
and
home
manager,
valued
partner
to
her
husband

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. 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. Smart
Shopping
“Smart
Shopping”
is
an
emerging
area
of
personal
interest,
reward
and
experNse

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. ConNnued
ContradicNons
Despite
the
growing
and
visible
empowerment
of
women,
the
contradicNons
around
violence,
literacy
and
harassment
conNnue

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. 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. 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. 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. 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. 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. 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. 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. To
discuss
these
views
further
please
contact
us:
Rm.jones@futureagenda.org
hamsini@leapfrogstrategy.com