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.

Latest News

ABC Survey Reveals Surge In Podcast Listening Among Aussies
  • Technology

ABC Survey Reveals Surge In Podcast Listening Among Aussies

The popularity of podcasts is on the rise with Australians listening to more podcasts more often, driven in part by the growing appetite among women for true crime tales. The ABC’s third annual Podcast Survey (see all the results in the infographic below) revealed that almost half (44 per cent) of podcast listeners listened to true […]

by B&T Magazine

B&T Magazine
Adhesive On-Trend As The Iconic’s New Agency In ANZ
  • Media

Adhesive On-Trend As The Iconic’s New Agency In ANZ

Adhesive has won the retained integrated Australia and New Zealand communications work for THE ICONIC, Australia’s leading online fashion and sports retailer, following a competitive pitch process. Adhesive will work with THE ICONIC building its communications strategy across corporate and consumer media relations, events and influencer engagement, while integrating closely with THE ICONIC’s creative, content […]

Indie Agency The Hallway Unveils Latest Work For Google.Org Impact Challenge
  • Campaigns

Indie Agency The Hallway Unveils Latest Work For Google.Org Impact Challenge

This year’s Google.org Impact Challenge Australia has launched with a new advertising campaign from independent agency, The Hallway. The Google.org Impact Challenge Australia, now in its third year, discovers and supports the next generation of Australian innovators making an impact locally and globally. This year, the Challenge will award $5.5 million – including a $1 […]

Meltwater Promotes Senior Leaders To Support Growth In Australia & NZ
  • Media

Meltwater Promotes Senior Leaders To Support Growth In Australia & NZ

Cimon Constantine has taken the reigns of Meltwater ANZ as the media intelligence business continues to grow its headcount to support new business and upcoming opportunities. Constantine (pictured above) will be taking over the ANZ area director role to continue to support Meltwater’s growth in the region and new client wins including American Express, Greenpeace, […]

MediaMath Named A Leader In Gartner’s Magic Quadrant For Ad Tech
  • Technology

MediaMath Named A Leader In Gartner’s Magic Quadrant For Ad Tech

MediaMath, the independent technology company for marketers, announced today that it has been recognised by Gartner, Inc. as a Leader in the latest “Magic Quadrant for Ad Tech”. The company has been recognised for its completeness of vision and ability to execute. “We believe MediaMath’s leadership position in the Gartner MQ for Ad Tech further […]

Flourish Launches Full-Service Studio, Appoints Pauline Dellit As Head Of Creative
  • Marketing

Flourish Launches Full-Service Studio, Appoints Pauline Dellit As Head Of Creative

PR, social and content creation agency Flourish has announced the appointment of Pauline Dellit as its new head of creative. The appointment also marks the official launch of a new full-service design, branding and marketing studio under the Flourish agency family of brands, first started by Angela Ceberano in 2010. Dellit joins Flourish from Yoke, […]

Tuesday TV Wrap: ‘Take Me Out’ Tumbles, ‘Ambulance Australia’ Has Promising Debut
  • Media

Tuesday TV Wrap: ‘Take Me Out’ Tumbles, ‘Ambulance Australia’ Has Promising Debut

Seven’s troubled dating show Take Me Out continues to struggle to find much viewer love, posting a worrying 407,000 last night and now down 33 per cent since launch. It was better news for Ten’s Ambulance Australia that debuted to a promising 582,000 and was the network’s best performer. Nine won the battle for Tuesday night […]

by B&T Magazine

B&T Magazine
Sunnylife Taps Actress Kassandra Clementi For North Queensland Campaign
  • Campaigns

Sunnylife Taps Actress Kassandra Clementi For North Queensland Campaign

Lifestyle brand Sunnylife has launched a new summer 2018/19 campaign – Paradise Found – and has named Aussie actress, singer and international star on the rise Kassandra Clementi as their first-ever ambassador. Kassandra appears in the Paradise Found campaign which was shot in a bucket list destination of Australia, Tropical North Queensland. Kassandra is one of […]

Australia Post Stamps Karl Winther As New CMO
  • Marketing

Australia Post Stamps Karl Winther As New CMO

Australia Post has announced the appointment of Karl Winther as its new chief marketing officer. Winther was Officeworks’ national marketing manager for the past six years and was with Myer for more than a decade in roles across marketing strategy, advertising, loyalty and merchandise buying. In this role at Officeworks, Winther was accountable for all facets of […]

The Five Annoying Habits You Need To Break
  • Opinion

The Five Annoying Habits You Need To Break

Scott Stein (pictured below) is a leadership and productivity specialist and author of Leadership Hacks: Clever shortcuts to boost your impact and results. In this guest post, Stein looks at the bad habits we all need to ditch to get our lives motoring once again… Do you ever feel like there are not enough hours in the […]

Motivation & Commitment: Why The Two Are Not The Same
  • Opinion

Motivation & Commitment: Why The Two Are Not The Same

Lisa Stephenson (pictured below) is a global speaker, leadership consultant success coach and author of life strategy book Read Me First. In this guest post for B&T, Stephenson says understanding how motivation and commitment differ could be a good way to achieving your goals… Working as a success coach has shown me that motivation happens on the inside and for […]

Opinion

by B&T Magazine

B&T Magazine