NewsLifeMedia Shares Insights from ‘Moving Mindsets’ Research

NewsLifeMedia Shares Insights from ‘Moving Mindsets’ Research
SHARE
THIS



NewsLifeMedia CEO Nicole Sheffield has released findings from Moving Mindsets, an insights study that explores the different motivations behind a woman’s interaction with her world and how this impacts her mindset.

The study has identified the six different mindsets that women move between to process information and make decisions.

Sheffield said: “The female brain takes in two million pieces of information per second but can only process 134 bits in that second, so how do we get through? A changing mindset can be a huge challenge to marketers when attempting to connect effectively with an audience and drive their purchasing choices. This is especially the case for women, traditionally thought of as a challenging audience.”

“Lots of people claim to know women however we knew from previous studies that she is dynamic and non-linear. Women no longer have a clear path to purchase, just as they do not have a ‘one-size fits all’ way of operating, engaging or decision making. Brands must recognise and understand this to interact with women in a way that resonates with, and relates with, their moving mindset,” she added.

“Mobility is their empowerment. It’s the power of choice, device and brands. A woman’s many media, brand and platform choices means that she, as the consumer has the power to choose the content she interacts with and how she interacts with it. If you can get in sync with her mindset and inspire her with the right content, she will reward you with her time or her action.”

“Through Moving Mindsets we explore her mindsets, her influences and her inspirations at each point. Understanding her mindsets develops deeper engagement. Harnessing this engagement inspires her to action,” continued Sheffield.

Moving Mindsets

 

The six Moving Mindsets identified:

Social identity “Me, myself and I” Her need to connect with her tribe, sharing the same interests-       94% of women in the social identity mindset like to act as the expert and share what they know with other people
Intimacy“No (Wo)man is an island” Fostering deep relationships with her inner circle-       75% of women believe that switching off from technology allows them to foster their relationships
Status“Mirror, mirror on the wall” She seeks recognition and validation, particularly through social media-       54% of women agree that it’s important that people see them looking and feeling their best
Creativity“Express yourself” Expressing herself and creating new things; through her home, style, food-       91% of women will seek knowledge and opinion of experts when in the creativity mindset
Expansion“Me 2.0” Expanding her world, new experiences, new ways of thinking-       85% live life to the fullest by learning and experiencing new things
Challenge & Achievement“Ready, set… go me” Setting and achieving goals, big and small, for her-       77% of women get a sense of fulfilment through challenging themselves with personal goals

 

Women are using these six key mindsets as filters for daily interactions. While distinct from each other, they are also inter-connected through the various ways women use them to process information and make decisions. Women switch between the mindsets depending on the task at hand, their needs, and external factors that sub-consciously all colour their attitude and behaviours.

Findings across key categories that women engage with include:

Style

Cross platform communication in the fashion category is key to facilitating a woman’s path to purchase – and it all starts with inspiration

  • 33% of women care more about what other women think about how they dress than their own partner
  • 60% are happy to buy an expensive investment piece like shoes or a handbag and buy the rest of their clothes from regular retail stores

Food

Much more than nourishment; it is the vehicle to communicate, express creativity, challenge their skills, expand knowledge and connect

  • 39% of Australian women try to visit nice restaurants regularly and secretly love fast food too
  • 68% make an effort to always cook from scratch and don’t mind a pre-prepared or frozen meal when they need convenience 

Health

The study found that women have an insatiable need for health information and an increasing need to ensure this information comes from experts

  • 67% wake up with healthy intentions but this doesn’t always go to plan
  • 40% are strict throughout the week and then like to indulge on the weekend (50% of which are full-time workers) 

Home

A highly personal category, Australian women are creating homes they emotionally connect with, following their personal style and reflecting personal experiences

  • 62% agree that having a beautiful home is important to me but sometimes it’s a mess they wouldn’t want anyone to see
  • 51% agree that they are proud of their home but there are parts they try to hide from guests 

Parenting

Parenting is about the collective benefit of a woman’s family, rather than just about themselves. Giving their family the opportunity to learn and grow and the pride they feel as a result, drives their interactions with this category

  • 95% of Australian women agree it is important to set clear boundaries as a parent
  • 90% agree kids need to be free and have adventures like they did as a child

Mobility

  • 63% are always online or within close reach of it
  • 74% know the websites they like and go directly to them

NewsLifeMedia will bring the Moving Mindsets study to market via intimate in-depth workshops with commercial and editorial talent across core categories of food, health, style, homes and parenting.

Please login with linkedin to comment

Latest News

Study: TV Ads Outperform Facebook & YouTube For Sales Impact, Regardless Of Screen Type
  • Advertising
  • Media

Study: TV Ads Outperform Facebook & YouTube For Sales Impact, Regardless Of Screen Type

New research from respected marketing science academic professor Karen Nelson-Field has uncovered new insights into how and why video advertising works for brands when viewed on mobile devices. The mobile edition of Nelson-Field’s ongoing Benchmark Series, commissioned by ThinkTV, makes a number of significant findings that are designed to help advertisers and their agencies get […]

Now Screen Repositions Organic Care Brand With New Campaign
  • Advertising
  • Campaigns

Now Screen Repositions Organic Care Brand With New Campaign

Aussie agency Now Screen has teamed up with Organic Care to reposition the brand in what has become one of the most competitive FMCG spaces. The new campaign, ‘Caring Comes Naturally’, celebrates what Organic Care has created since its inception: products that are as good for your body as they are for the environment. In […]

Can You Speak Data?
  • Marketing
  • Opinion

Can You Speak Data?

We're certainly fluent in gibberish, balderdash and claptrap here at B&T, but sadly data isn't part of the lexicon.

Opinion

by B&T Magazine

B&T Magazine
Social Change Maker Profile: Emma Heath
  • Advertising
  • Marketing
  • Media

Social Change Maker Profile: Emma Heath

B&T has partnered with UnLtd to showcase industry heroes! Well, it's arguably more heroine in the case of Emma Heath.

by B&T Magazine

B&T Magazine
Ad Fraud: A Problem We Can Solve
  • Advertising
  • Opinion
  • Technology

Ad Fraud: A Problem We Can Solve

Unlike B&T's mystery office farter, this columnist argues ad fraud is a problem that can possibly be solved.

Opinion

by B&T Magazine

B&T Magazine
Why We Pivoted Our ‘Specialist’ Agency Five Times In 15 Years
  • Marketing
  • Opinion

Why We Pivoted Our ‘Specialist’ Agency Five Times In 15 Years

In this opinion piece, Gavin McDonough (pictured above, co-founder and managing partner of Urban, shares through his own experience some valuable advice for independent specialist agencies. In November 2017, my brother Ryan and I celebrated 15 years in business. We started business out of my front room in Melbourne in 2002 – not with any grand […]

Opinion

by B&T Magazine

B&T Magazine
W+K’s Susan Hoffman Chosen As 39th AWARD Awards Chair Of Judges
  • Advertising

W+K’s Susan Hoffman Chosen As 39th AWARD Awards Chair Of Judges

Susan Hoffman, co-chief creative officer at Wieden+Kennedy (W+K), has been appointed chair of judges for the 39th AWARD Awards. Known to challenge the status quo, Hoffman is behind some of W+K’s most memorable and game-changing ads, including Nike’s ‘Revolution’, Old Spice’s ‘The Man Your Man Could Smell Like’ and Chrysler’s Super Bowl spots starring Eminem and Clint […]

Experiential Agency Kreate Gets Bought Out By Staffers
  • Marketing

Experiential Agency Kreate Gets Bought Out By Staffers

Leading experiential marketing agency, Kreate Australia is embarking on an exciting growth strategy following its purchase by three of the agency’s existing management team from its UK founder, Steve Evans.

Hurry! B&T 30 Under 30 Entries Closing Friday!
  • Advertising
  • Marketing
  • Media

Hurry! B&T 30 Under 30 Entries Closing Friday!

This is a clarion call for B&T 30 Under 30 entries, although it's probably more mariachi band than angelic harbinger.

by B&T Magazine

B&T Magazine
The Hit Network Chooses Comedian Tanya Hennessy To Host Weekend Breakfast
  • Media

The Hit Network Chooses Comedian Tanya Hennessy To Host Weekend Breakfast

Southern Cross Austereo’s Hit Network has announced that rising radio star and comedian Tanya Hennessy will take over hosting duties for its weekend breakfast slot in 2018. Hennessy will bring content to the airwaves each Saturday and Sunday morning from 7am to 9am with a regular rotation of guest co-hosts. The self-described talker, not walker […]

Straight Up PR Wins Five New Clients
  • Marketing

Straight Up PR Wins Five New Clients

Health, wellbeing and lifestyle PR agency Straight Up PR has welcomed Changing Habits, Unichi Wellness, enerGi, SleepX, and Healthie Hampers to its client portfolio. Straight Up PR’s projects will include bespoke PR services and influencer marketing packages specifically focusing on communications strategy and execution, media and influencer relations, PR launch events, product seeding and gifting, […]

March One Creates ‘Cheese For Change’ Fundraising Campaign For White Ribbon Australia
  • Advertising
  • Campaigns
  • Marketing

March One Creates ‘Cheese For Change’ Fundraising Campaign For White Ribbon Australia

Independent creative agency March One has developed a new fundraising event for White Ribbon Australia that turns a social moment into a social movement. Starting on Thursday 22 March and going until Sunday 25 March, Cheese for Change will ask Aussies to create a cheese platter that matters by gathering friends, family or co-workers together […]

Sixth Annual IGN Select Awards Winners Announced
  • Marketing

Sixth Annual IGN Select Awards Winners Announced

The winners of IGN Australia’s sixth annual Select Awards were revealed during a huge special event at the Australian National Maritime Museum in Sydney on Friday, February 16. Some 225 Media & Game Publishers alongside 320 IGN Community Gamers attended the annual event. 2017 was absolutely crammed with terrific games and several categories were extremely tightly-contested. The top […]

Meet Your Mentors For B&T Bootcamp 2018!
  • Advertising
  • Marketing
  • Media

Meet Your Mentors For B&T Bootcamp 2018!

When it comes to an industry "who's who", you'll find there won't be too much who-ing with this impressionable lot.

by B&T Magazine

B&T Magazine
ANZ Unveils Its 2018 GAYTMs
  • Marketing

ANZ Unveils Its 2018 GAYTMs

Mardi Gras is only weeks away and B&T has already hoisted the mirror ball and donned the hotpants to bring you this.

International Creative Services Redesigns Business Model To Broaden Talent Offering
  • Advertising
  • Marketing
  • Media

International Creative Services Redesigns Business Model To Broaden Talent Offering

Marketing consultancy International Creative Services has announced a new roster of diverse creative and production talent to provide a fully integrated solution for advertising and branded content. The roster includes a broad range of global and local directors, animators, illustrators, motion designers, visual artists, light projectionists, photographers and cinematographers – many of whom Australia will […]