Euro RCSG Worldwide has released the results of its study “Gender Shift: Are Women the New Men?” which found an emphasis on happiness, individual achievement, and work-life balance. The firm surveyed 3,000 respondents (both millennials and Gen Xers/baby boomers) with the results release focused on France, the U.K., and U.S.
With happiness as a goal, a majority of the women surveyed and many of the men responded that happiness is love. More than four out of 10 women in the U.K. also said work-life balance is the top priority for choosing a job.
For marketers looking to reach millennials, some of the firm’s suggestions include messaging that brings targets both men and women because “gender distinctions are no longer set in stone” and spotlighting couples as partnerships.