This year, a ton of women are hoping to get healthy. Many are concerned about racial tensions, Congress and extreme weather. These are just a few of the findings from Lippe Taylor’s latest survey, asking women what trends and predictions they have in mind for the coming year.
Interestingly, it looks like many of the things weighing on the female brain these days are related to money and technology. It’s one more reason PRs might want to rethink the ways in which they’re trying to reach women with their messaging and marketing efforts.
Lippe Taylor, a firm focused on reaching the spectrum of modern women, surveyed more than 2,000 women nationwide in partnership with SheSpeaks, an online women’s community, between December 12 and 16. All of the women were 18 years of age or older.
Among the findings, 68 percent of those surveyed said they were hoping to get healthy this year, while 42 percent said they looked forward to moving or remodeling. But not too far behind — 35 percent — said they were seeking a promotion or raise. Behind healthcare (29 percent) and racial tension (20 percent), 15 percent were concerned about job security. And a huge majority (89 percent) said they feel their finances will stay the same or improve this year.
Being fit is still a major goal; 27 percent said they would rather lose weight than take a vacation with someone they care about (20 percent… ouch!) or get a raise (12 percent). But women clearly have plans for making money and spending it. Twenty-eight percent expect to spend their disposable cash on travel. And spending on tech is on the agenda with 38 percent expecting to spend on a smartphone, 26 percent on a tablet and 21 percent on wearable technology. And they’ll be using those devices to purchase everything from clothes to ebooks to household items.
We didn’t see the full list of questions that were presented to the respondents, but if there’s a thread that seems to run through these findings it’s that women are just as concerned with their financial progress as they are with their personal lives. And reaching out to women who are actively involved in an internet community is probably a major factor in those tech findings. But it’s worth noting that not all female purchasing power is related to her being the “CFO of the home” or whatever. To keep up with women, it’s wise to think broadly across their lives and interests.