48% of Never-Married Women Feel
“Non-Existent” in Advertising
56% of Single Women 30–45 Feel Unfairly
Represented in TV / Movies
Hill Holliday and Match Media Group Partner
in Single Women Research Study
“Singlism” Discrimination is Real for
Unmarried, Childless Women 30–45
Are marketers shunning the single woman? A new research study
released by Hill Holliday’s Origin with Match Media Group reveals
some surprising statistics about unmarried women ages 30–45 who do
not have children. The study examines how these women see
themselves in advertising and media, their shopping and purchasing
habits, and how they position themselves across social,
professional, and dating profiles. The eye-opening results
challenge some basic assumptions about single women and have broad
implications for marketers.
This press release features multimedia. View
the full release here:
https://www.businesswire.com/news/home/20180614005260/en/
Data was collected from over 1,200 adults ages 30+ in the United
States. The full study is available here
thinking.hhcc.com/singlewomen. Among the dozens of
data points:
How women see themselves portrayed in advertising and
media:
- 48% of women surveyed agree that
single, childless women are “non-existent” in advertising
- 56% of single women 30–45 feel that
they’re unfairly represented in TV / movies
Gaps in how these women approach a variety of
purchases:
- Only 35% of women surveyed feel
comfortable buying a car on their own
- Only 26% feel comfortable traveling
alone
How they position themselves across different
profiles:
- 24% of surveyed women wouldn’t share
their relationship status on a professional application
- 44% would not share their salary goals
(making $75K or more annually) on a dating site
“Centuries ago, unmarried women over age 25 were considered a
burden on their families, and were often shunned from social
circles,” said Lesley Bielby, Chief Strategy Officer at Hill
Holliday. “So, unless they were lucky enough to have the talent and
drive of Jane Austen or Louisa May Alcott, faced a life of modest
accomplishments and possible financial hardship. In 2018, this kind
of bias has no place or relevance in modern culture. These women
are independent, accomplished, and have tremendous spending power —
it’s time to recognize that.”
The study also included an experiment to determine whether
single women adjust how they portray themselves based on social
setting. Respondents were asked to complete a professional
application, social media biography, or dating site profile.
Responses found that single women were downplaying their
professional accomplishments and ambition in dating profiles. A
simultaneous social experiment was conducted by Match.com by
testing two different profiles of the same woman, and demonstrated
that when professional ambition and accomplishments were
highlighted, the profile received 2x more engagement and responses
from others on Match.com.
“Women still worry that they will intimidate a potential partner
if they show their business acumen and achievements, yet our
profile test proves that to be a big mistake,” said Dr. Helen
Fisher, biological anthropologist and Chief Scientific Advisor for
Match. “The professional, successful, independent woman is someone
men admire and are eager to love.”
The research findings indicate there’s an opportunity for brands
to portray single women differently, and to acknowledge their
independence and ambition in an authentic, accurate way. Single
women are not tied to the kitchen, nor are they tied to the office,
pulling up the slack for everyone else. And they are not sitting
around and waiting for Mr. Right. They are buying homes, cars,
jewelry, and planning vacations for themselves. They are preparing
for retirement, going back to school, and investing. Yet many of
these industries may be taking too long to catch up with them both
in the services they offer, and in how they talk to them.
The topic will be the subject of a lunchtime panel discussion
among C-suite marketers at the Girls’ Lounge during the Cannes
Lions International Festival of Creativity on June 21.
The purchasing power of U.S. women ranges from $5 trillion to
$15 trillion annually, with women controlling more than 60% of all
personal wealth. Women purchase over 50% of traditionally “male”
products, including automobiles, home improvement products, and
consumer electronics.
According to Pew Research Center data, the total number of
single, never-married people is continuing to rise, and more than
half of them are women — indicating they’re a growing, valuable
segment. Origin focused specifically on this life stage because
it’s past the average age of marriage and is an emotionally rich
segment to explore and understand the deeper complexity of being
single today.
About Hill HollidayFighting the daily share battle in the
noisiest categories. It’s what we do. Hill Holliday is proud to be
one of the top creative marketing agencies in the country, with
over 600 employees across our network. Since 1968, we’ve built our
business on winning that daily share battle for our clients in the
noisiest and most competitive categories. Blending superior
creative, media, and technology, we deliver game-changing ideas for
industry leaders like Bank of America, Dunkin' Donuts, Planet
Fitness, Tempur Sealy International, Calvin Klein, Party City,
Great Wolf Lodge, Capella University, Novartis, Johnson &
Johnson, Simple Mobile, Frontier Communications, and Smuckers. For
more about our people, our work, and our culture, please visit
http://www.hhcc.com.
About OriginOrigin is a market research company
specializing in applied psychological and data sciences, owned by
Hill Holliday. Staffed by survey methodologists, consumer
psychologists, and data strategists, Origin brings a rigorous set
of methods to help solve any business challenge. While Origin has a
strong foundation in traditional market research methods, they are
also pioneering new analytics techniques that merge market research
with machine learning and pattern recognition tools. This allows
Origin to augment any survey research with additional data sources
to help triangulate deeper and more powerful insights. Origin’s
clients include Calvin Klein, Dunkin’ Donuts, Bank of America,
Planet Fitness, Party City, Great Wolf Lodge, Viveve, Tufts Dental,
Strayer, Agio Cigars, and Monro. To find out more, visit us at
www.origincbi.com.
About Match Media GroupMatch Media Group is the world’s
leader in online dating services, with a portfolio of more than 45
brands including Match.com, OkCupid, Tinder, Meetic, and
PlentyOfFish. Equipped with data and insights from a network of
over 70 million global active users spending 3.3 billion minutes
connecting every month, Match Media Group serves as a single point
partner for brands to make meaningful connections with a wide and
influential audience, leading to increased engagement, sales, and
brand awareness. Match Media Group continues to revolutionize the
dating landscape with new advertising and data products as well as
audience intelligence and activation capabilities launching across
its portfolio.
View source
version on businesswire.com: https://www.businesswire.com/news/home/20180614005260/en/
Hill HollidayTracy BradySVP
Communicationstracy.brady@hhcc.com
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