A woman's home is her identity: NLM

A woman's home is her identity: NLM

NewsLifeMedia has released the findings of its survey of 500 women which found that a woman's home was more entwined wiht her identity and that physical fitness was more important than attractiveness. Here's the release:

"On the eve of International Women’s Day, NewsLifeMedia released its latest survey results revealing that while women are working harder than ever they now define themselves mainly by what they do outside of work hours.

Based on NewsLifeMedia’s national research conducted each month, the February 2014 omnibus survey of nearly 500 women found that women believe their home is the most important for expression of social identity, even more so than parenting and cooking selected second and third most important with their job ranking as the least important.

While women’s participation in the workforce has increased by more than 30% over the past 30 years, most still define themselves largely via who they are and what they do outside of work with social media increasingly helping them share their identity with others as an expression of their creativity.

NewsLifeMedia’s CEO Nicole Sheffield (pictured) said: “Australian women have told us for the first time that their home is now the biggest identifier of themselves: this is reflected in the continued growth of home ownership and renovation. While Australians have always taken pride in their homes we’ve seen parenting rate higher previously. It varies a bit by life stage of course – parenting is still the number one form of expression for women with children – but it’s interesting that most women feel that their home tells others more about who they are than, say, what they wear.

“Although the home is a sanctuary and source of comfort for women it’s no longer about cocooning, we are seeing that it is about having a place to ground themselves and express creativity. It gives women a sense of control and peace from the chaos of everyday life.”

Women are finding comfort, stimulation and release by treating themselves to experiences over ‘things’ a national study, conducted by NewsLifeMedia in September 2013 among 1250 women has found. Experiences take them away from the day-to-day and allow them to be in the moment. Short trips away were the number one, followed by tickets to live performances, dinner at their favourite restaurant and spa treatments ranking highly as preferred treats.

The survey also found that physical health now out ranks physical attractiveness as something women aspire to. Women increasingly realise the connection between their health and wellbeing and all other aspects of their lives – the connection between mind, body and soul. With more focus on being healthy women feel better and look better. Health is the new badge of success.

body+soul editor Gemma Sutherland said: “Australian women are always seeking ways to improve their everyday lives, stress less, stay motivated and achieve their goals. They are conscious of health, diet and beauty and want to stay informed so they can help their family and friends. Being stressed about our appearance is nothing new for women so I’m heartened by the results of this survey showing that attention is shifting to living a healthy lifestyle rather than achieving the perfect-looking body.”

Ms Sheffield said: “Through NewsLifeMedia’s key verticals, her passion points of food, style, home, health and parenting, we will continue to develop content that matters most to Australian women. Being on top of consumer sentiment, buying habits and user trends means our relationship with Australian women and her engagement with our brands is constantly evolving as her needs do. We are currently conducting a very deep research project with Australian women and I look forward to sharing the results shortly. It’s these kinds of insights that ensure we can form true partnerships with brands who are looking to engage with her on a much deeper level.”

For International Women’s Day on Saturday March 8, let’s celebrate women, the things they deem important and what makes them happy – their home, parenting, food and creativity.

Source: NLM Monthly Omnibus February 2014 n=476 women 18+

NLM Project Listen September 2013 n=1250 women 18+




Please login with linkedin to comment

Latest News

New Business Wins For We Scout
  • Marketing

New Business Wins For We Scout

Indie comms agency We Scout announces new business wins. Well, you'd hardly announce new business losses, would you?

Oceania map with connection networks.
  • Media

Zenith Wins Superloop’s Media

The Zenith Christmas party set to be a wholly more bawdy, jolly soirée after agency nabs end-of-year win.

Archibald Williams Wins NBA Digital, Activation & Fan Engagement Accounts For APAC
  • Media

Archibald Williams Wins NBA Digital, Activation & Fan Engagement Accounts For APAC

Independent brand and digital agency, Archibald Williams (AW) has been appointed to lead the NBA account across the APAC region. The NBA is one of the most prestigious sporting leagues in the world and basketball is one of the fastest-growing sports in Australia. Effective immediately, AW said it was “excited” to work across all digital, […]

QMS Champions Creativity As First Most Contagious APAC 2023 Sponsor
  • Advertising

QMS Champions Creativity As First Most Contagious APAC 2023 Sponsor

Leading digital outdoor company QMS has announced it is the first-ever inaugural partner for Most Contagious APAC, the landmark London event by creative and strategic intelligence company Contagious, which will be showcased in Australia on Tuesday, 12 December in Sydney and Wednesday, 13 December in Melbourne. Most Contagious is an event that delivers key advertising […]

OMG’s Annalect First To Get Meta’s Advanced Analytics
  • Technology

OMG’s Annalect First To Get Meta’s Advanced Analytics

Omnicom’s data and analytics division Annalect has partnered with Meta, giving it access to Advanced Analytics (AA) – one of Meta’s privacy-focused measurement solutions – to provide Omnicom’s clients with future-proof, next-level measurement. Omnicom is the first holding company to have access to AA. AA allows advertisers to combine their first-party data with Meta’s ads […]

AKQA Launches Eco-Conscious AI DIY Assistant Encouraging People To Gift More Sustainably
  • Technology

AKQA Launches Eco-Conscious AI DIY Assistant Encouraging People To Gift More Sustainably

WPP’s AKQA has launched Fixmas.gift, an environmentally conscious AI-powered DIY assistant, affectionately known as Fixie, for a one-stop solution for all things repair. Fixmas.gift hosts an array of guides and inspiration to empower people to prolong the lives of their belongings or purchase pre-owned items that need a little love and care. Fixie can: Help […]