J Walter Thompson has unveiled a new study, breaking global female demographics into 20 “tribes” as it looks to lead the way with marketing to women.
The study saw the network survey 4300 women between the ages of 18-70 across the world, comparing their attitudes to a range of life topics.
While the report brought up some similarities between women – 76% say they make the majority of financial decision in their household – it also splits women up into 20 identifiable “tribes”.
These include the “boompreneurs”, women over 50 who are reinventing themselves, “Teen activists”, young women who want to change the world and “not moms” who are happy to be child-free.
Speaking to AdAge, JWT global planning director Rachel Pashley the research aims to better understand the changing cultural narrative around women, and how brands should be reflecting it.
"We wanted to dramatize the diversity of female capital, and to be sure that female tribes are not seen as the province of affluent Western women,” Pashley says.
“I hope this will influence every interaction with our clients, and all our creative and planning processes."
The research spanned countries from Australia, US, China, UK, Brazil, Saudi Arabia, Russia, India and South Africa. JWT says the plan is to update the research continuously.
Its release comes as JWT’s former global CEO Gustavo Martinez facing a lawsuit from a former employee over allegedly making sexist and racist remarks .
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