A woman's home is her identity: NLM

A woman's home is her identity: NLM
SHARE
THIS



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

Verizon Media Academy Ends For 2021 With Youth Charity Pitch-Off
  • Advertising
  • Media

Verizon Media Academy Ends For 2021 With Youth Charity Pitch-Off

Verizon Media’s talent program has come to an end for the third year, closing with a hybrid pitch-off event for Musicians Making A Difference (MMAD). The Verizon Media Academy class of 2021, made up of 44 emerging leaders from across Australia and New Zealand media, advertising and marketing industry, were given just one hour to […]

Industry’s Gamers Unite For UnLtd’s Virtual Rocket League Comp
  • Advertising
  • Marketing
  • Media

Industry’s Gamers Unite For UnLtd’s Virtual Rocket League Comp

Social purpose organisation UnLtd’s Big Games competition has raised a combined $85,000 for children and young people at risk. Running over five weeks, the competition involved 32 teams from across the advertising, marketing and media industries battling it out virtually for a chance to qualify for the Rocket League final. The tournament culminated in a […]

Sam Worthington And Phoebe Tonkin To Star In New Stan Original Film ‘Transfusion’
  • Media

Sam Worthington And Phoebe Tonkin To Star In New Stan Original Film ‘Transfusion’

Stan has announced that the Stan Original Film Transfusion commenced filming in Sydney earlier this week and will premiere on Stan in 2022. Transfusion is a taut, muscular thriller starring Sam Worthington (Avatar) as Ryan Logan, a former Special Forces operative, who is battling to cope with life after the loss of his wife and is thrust […]

COVID-19 Saw Stock Imagery Return To Harmful Gender Stereotypes
  • Advertising
  • Marketing

COVID-19 Saw Stock Imagery Return To Harmful Gender Stereotypes

According to a decade of data collected by iStock, Australian brands turned to imagery depicting outdated gender stereotypes during the pandemic. Tracking the keyword ‘women’, iStock by Getty Images found that in 2020, ANZ brands and businesses reverted to gender stereotypes. Images of mothers home-schooling were used at almost twice the rate of images of […]

by B&T Magazine

B&T Magazine
Maddison Connaughton Ends Time As Editor Of The Saturday Paper
  • Media

Maddison Connaughton Ends Time As Editor Of The Saturday Paper

Schwartz Media is congratulating Maddison Connaughton on her three years as editor of The Saturday Paper. Connaughton has decided to finish up her editorship this month. “It’s been an honour to edit the paper,” Connaughton said. “The Saturday Paper is one of the brightest voices in Australian media and I have been happy to see […]

Teenage boy wearing headphones works at desk in his bedroom
  • Media

New Research Names Olivia Rodrigo And BTS The Most Popular Study Music

Research from EdBbirdie using Spotify data has identified the most popular songs to study to. After analysing thousands of studying and homework playlists on Spotify, American singer Olivia Rodrigo’s ‘drivers license’ came out as top song to study to. It featured on 48 study playlists, while other top songs included ‘Ophelia’ by The Lumineers, ‘Falling’ […]

Happy woman drinking tea and waving to someone while having video call over desktop PC in the evening at home.
  • Marketing
  • Opinion

Building A Successful Remote Marketing Team

Dayna Stewart is the Business Director – Digital Marketing, Media & Creative Services at The Nudge Group. Here, she discusses the challenges that come with building a successful marketing team when working remotely. Before COVID-19 changed the way businesses work, most marketing teams spent their days together in a meeting room collaborating on the next […]

Opinion

by B&T Magazine

B&T Magazine
Australia’s The Kid LAROI Joins Billie Eilish, Dua Lipa, Olivia Rodrigo And More In iHeartRadio Festival Line-Up
  • Media

Australia’s The Kid LAROI Joins Billie Eilish, Dua Lipa, Olivia Rodrigo And More In iHeartRadio Festival Line-Up

The line-up for the 2021 iHeartRadio Music Festival has been announced as the legendary event returns live in Las Vegas in September. This year, the epic two-day lineup for the iHeartRadio Music Festival main stage will feature performances by Billie Eilish, Cheap Trick, Coldplay, Dua Lipa, Florida Georgia Line, Journey, Khalid, Lil Baby, Maroon 5, Nelly, […]