The Changing Role of Women in Developing Markets     Tim Jones / Hamsini Shivakumar - 9 March 2011
Overview                                                           Overview    Part One: The Macro View     • Tim Jones   ...
Future Agenda                                      Future Agenda    The Future Agenda is the world’s largest open foresigh...
Today we are using a few of these to stimulate some                        thoughts                      Future Agenda Ins...
Imbalanced Population Growth                              Certainties      By 2020 we will add another 750m people to the ...
Imbalanced Population Growth                           Certainties  Population growth will continue with the medium assump...
Asian Wealth Shift                                            Certainties             The centre of gravity of global weal...
Asian Wealth Shift                                                        Certainties     Year at which GDP of China and I...
Asian Wealth Shift                                        Certainties The world’s centres of economic power in 2020 will b...
Ubiquitous Data Access                                     Certainties        We will be connected everywhere - everything...
Dense Cities                                                        Locality               As urban migration increases, e...
Richer Poorer                                                     Wealth          Widening differences in wealth between a...
Changing Fertility                                                  Global Initiatives                                    ...
Changing Fertility                                             Global Initiatives            “Teach a man to fish, feed hi...
Changing Fertility                                     Changing FertilityA major factor in future population imbalance is ...
SHOW HUGE SHIFT IN FERTILITY IN IRAN, MAURITAUS ETC                                                                       ...
China Male / Female RatioAs boys have been preferred in China over recent years, themale/female ratio is shifting to 1.3:1...
Supporting quotes                                             Women’s Wealth                       “Women perform 66 perce...
Microfinance                                             Microfinance      Microfinance’s continued growth is impacting ho...
Mobile MoneyIn Africa, The Philippines and even Afghanistan, the rapid take up         of mobile payments is giving better...
M-PESAIn Kenya, with 80% adoption M-PESA has put direct and local spending power in the hands of women
New Middle ClassBy 2020 1bn extra consumers will enter the middle class with increasing spending power in some key countries
Leading Women in Business        FT Top 50 Business Women 2010 by Nationality                                             ...
The Four Drivers of ChangeThe role of women in developing markets is being driven by four key drivers of change
India and Personal CareThe Changing Role of Women in Developing Markets:             India and Personal Care
Many Indias Not one IndiaBut many Indias
Growing AffluenceGrowing affluence in India is both predicted and believed in and              so has created a mood of op...
The Family ProjectBuilding financial, social and cultural capital as a family is key to           the overall ‘Family Upwa...
Female InfluenceControl and influence over family spending and investments, notpersonal income, is the source of Indian wo...
Family InfluenceThe majority female aspiration is to have a strong voice and influence in family affairs via extra earning...
Majority AmbitionThe ambition for many women is also to be a ‘professional’ mother and home manager,       valued partner ...
Single Women                                      Do you plan to marry the                                      person you...
Change LeadersA new generation of young women, born after 1991 will reshape   markets, as they have a completely different...
Smart Shopping“Smart Shopping” is an emerging area of personal         interest, reward and expertise
Female Archetypes                    Mother     Goddess                                                Self-propelled     ...
Continued ContradictionsDespite the growing and visible empowermentof women, the contradictions around violence,       lit...
Enhancing self            The Four Drivers of Change                             worth                                    ...
Beauty As An AssetIn personal care in India there is high economic and   hence social value to ‘good looks’ so beauty is  ...
Youthful SpiritPremium is attached to youth and vitality and hence   in being a productive and positive member of         ...
Personal Makeovers   There is belief in the power of technology andglamour experts to transform personal appearance   and ...
Eternal Perfect BeautyAs in other regions, the personal care sectorin India is propelled by two powerful myths:      Etern...
Beauty Services We see accelerated growth of beauty services andbrands from corrective procedures at the upper end    to m...
Healthy Mobility    The need for vitality and positivity as a fundamentalunderpinning of upward mobility unites consumer c...
The Four Drivers In Personal Care                     Upward                      Social                     MobilityIn su...
To discuss these views further please contact us:tim.jones@futureagenda.org   hamsini@leapfrogstrategy.com
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The Changing Role of Women in Developing Markets

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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.

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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 foresightprogramme 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 stimulate some thoughts Future Agenda Insights 52 insights on the world in 2020 across six key areas arenow being used by companies around the world – today we are looking at how a few of these apply to women
  5. 5. Imbalanced Population Growth Certainties By 2020 we will add another 750m people to the planet, most in places least able to accommodate them
  6. 6. Imbalanced Population Growth Certainties Population growth will continue with the medium assumption peaking at an extra 3bn around 2060
  7. 7. Asian Wealth Shift Certainties The centre of gravity of global wealth is shifting East with decreased influence for the US and Europe
  8. 8. Asian Wealth Shift Certainties 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 Shift Certainties 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 Certainties We will be connected everywhere - everything that can benefit from a network connection will have one
  11. 11. Dense Cities Locality As urban migration increases, efficient, densely populated cities, not distributed options, are the blueprints for more sustainable places to live
  12. 12. Richer Poorer Wealth Widening differences in wealth between and within urban and rural communities is extending the gap between rich and poor - but they still need each other
  13. 13. Changing Fertility Global Initiatives 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 international initiatives
  14. 14. Changing Fertility Global Initiatives “Teach a man to fish, feed him for a lifetime Teach a woman, she’ll teach her friends, start a business, and pretty soon an entire village is on the mend.” .. and women are an increasingly high priority for global charities seeking to change the status quo
  15. 15. Changing Fertility Changing FertilityA major factor in future population imbalance is the variation in fertility rates occurring in some regions
  16. 16. SHOW HUGE SHIFT IN FERTILITY IN IRAN, MAURITAUS ETC Female Education INSERT FERTILITY GRAPH FOR IRAN In many areas female education is a driver of both declining fertility and increasing economic activity
  17. 17. China Male / Female RatioAs boys have been preferred in China over recent years, themale/female ratio is shifting to 1.3:1 and hence changing the future social power balance – towards women
  18. 18. Supporting 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 perspective, improving the role of women in the developing world is coming from a challenging starting position
  19. 19. Microfinance Microfinance Microfinance’s continued growth is impacting how many (illiterate) women are taking greater control of money in some key regions across the developing world
  20. 20. Mobile MoneyIn Africa, The Philippines and even Afghanistan, the rapid take up of mobile payments is giving better access to cash
  21. 21. M-PESAIn Kenya, with 80% adoption M-PESA has put direct and local spending power in the hands of women
  22. 22. New Middle ClassBy 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 Nationality US Europe China India Singapore Malaysia Japan Turkey Saudi Arabia Israel Global economic growth is increasingly being ledby women, many of whom are in developing countries
  24. 24. The Four Drivers of ChangeThe role of women in developing markets is being driven by four key drivers of change
  25. 25. India and Personal CareThe Changing Role of Women in Developing Markets: India and Personal Care
  26. 26. Many Indias Not one IndiaBut many Indias
  27. 27. Growing AffluenceGrowing affluence in India is both predicted and believed in and so has created a mood of optimism
  28. 28. The Family ProjectBuilding financial, social and cultural capital as a family is key to the overall ‘Family Upward Mobility Project’
  29. 29. Female InfluenceControl and influence over family spending and investments, notpersonal income, is the source of Indian women’s empowerment
  30. 30. Family InfluenceThe majority female aspiration is to have a strong voice and influence in family affairs via extra earning, exposure and education: to assert self worth
  31. 31. Majority AmbitionThe ambition 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 LeadersA new generation of young women, born after 1991 will reshape markets, as they have a completely different orientation to consumption and brands
  34. 34. Smart Shopping“Smart Shopping” is an emerging area of personal interest, reward and expertise
  35. 35. Female Archetypes Mother Goddess Self-propelled Achiever Apsara Wife Force for changePrincess QueenThere are emerging feminine archetypes in India that are changing the cultural DNA from the traditional view
  36. 36. Continued ContradictionsDespite the growing and visible empowermentof women, the contradictions around violence, literacy and harassment continue
  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 affairsIn India, women’s roles are changing towards making them stronger contributors to the family and to society
  38. 38. Beauty As An AssetIn 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 SpiritPremium is attached to youth and vitality and hence in being a productive and positive member of society throughout one’s life
  40. 40. Personal Makeovers There is belief in the power of technology andglamour experts to transform personal appearance and so provide step change personal fortunes
  41. 41. Eternal Perfect BeautyAs in other regions, the personal care sectorin India is propelled by two powerful myths: Eternal Youth and Perfect Beauty
  42. 42. Beauty Services We see accelerated growth of beauty services andbrands from corrective procedures at the upper end to maintenance activities at the lower end
  43. 43. Healthy Mobility The need for vitality and positivity as a fundamentalunderpinning of upward mobility unites consumer concerns on health care, beauty care and emotional wellbeing
  44. 44. The Four Drivers In Personal Care Upward Social MobilityIn 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:tim.jones@futureagenda.org hamsini@leapfrogstrategy.com

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