What women really want for Christmas: a look at 2008-2010 trendsCategory: Women
Article posted by: Nicole Jung
When women send their wish-lists at Christmas, what do they ask for? A report on American and European female consumer trends from 2008 to 2010 by RISC International indicates that what women really desire at Christmas is more freedom. The report shows that women equate a better quality of life with the ability to choose how to spend their time, rather than having to deal with the pressures of an increasingly hectic schedule.
RISC International, the consumer behavior and trends consultancy, has been studying buyer trends across the world over the past twenty five years. In its latest report, "Refinement and Authenticity”, the organization claims that women feel increasingly helpless about the growing complexity of the world around them and as a result want to take control by creating more clearly defined boundaries between their professional and personal lives in order to spend more time on their overall well-being. Christmas for a lot of women is not a particularly festive season as their increased responsibility leaves little time to be merry. Christmas means more time with the family, and often, more time in the kitchen. RISC's report shows that women would like to limit the amount of time they dedicate to their families in order to take better care of themselves. According to RISC, five out of ten American women state that their greatest pleasure is dedicating their time exclusively to the family, this is a ten percent decrease on 2005 figures.
Chosen moments rather than imposed moments
According to RISC, trends indicate that in the future "family will be less about duty and more about pleasure”. Changing roles mean that as well as having to deal with the hustle and bustle of Christmas, women also have to juggle professional commitments. Women will continually strive for a better balance between work and home life in order to satisfy their expectations of a better quality of life. The report also claims that women wish to spend more time being active in order to improve their mental well-being by involving themselves in issues that are important to them like humanitarian and social work, a trend which is also reflected in an increased tendency in female consumers to purchase more ethical products.
According to their trends analysis, RISC have also exposed the desire of Western women to reaffirm a classical image of femininity. They wish to do this by spending more time on their physical appearance and spending more money on technologically advanced products that will enhance their body image. Spending time on improving physique is as always very important to women and will continue to have a major impact on female consumer patterns. RISC’s report revealed an increase in the willingness of women to try new cosmetic products. Female consumers are becoming increasingly discerning and assertive in their buying habits and are more than ever concerned with the composition of the products they buy. RISC’s findings show that there is an 18% increase in the number of women, particularly younger women who are increasingly prepared to spend on cosmetic treatments which incorporate the latest technologies. In their report, RISC state that "Science and technology are synonymous with results and effectiveness and they are becoming the cornerstones of this enhanced beauty”.
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Methodology
This report "Refinement and Authenticity” is the result of a survey carried out in the last third of 2007 in Europe and the United States. The survey was carried out through written and online questionnaires and targeted the following sample audiences:
• Europe : over 6,400 women in five countries (Germany, Spain, France, Italy, the United Kingdom), aged over 15 and representative of the general population.
• USA : over 1,500 women aged over 15 and representative of the general population.
MEDIA CONTACTS:
RISC International
Liliane Cirne
lcirne@risc-int.com
Tel. : +33 (0) 1 42 12 85 25
Hopscotch Europe In One
Nicole Jung,
njung@hopscotch.eu
Tel. : +44 (0)208 133 3140
Posted By: Nicole Jung
Web: http://www.hopscotch.net
Contact: e-mail
| About the Author: |
| About RISC International
RISC International is a strategic consultancy specialised in consumer behaviour and trends
analysis. RISC International provides international brands with a clear vision of consumer trends
on their markets, helping them understand and anticipate their customers’ behavioural changes. RISC International bases its analyses upon unique knowledge database, hosting over 20 years of in-depth information on consumer behaviour in more than 50 markets. RISC International customers include the world’s leading consumer technology, fashion, food & beverage, automotive and media brands, which rely on its expertise and consultancy to build long term marketing and corporate strategies. RISC International is based in Paris, France, and Nyon, Switzerland
For more information, visit www.risc-international.com. |
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