The idea distilled.
Australia’s professional women are a powerhouse. There are more of them than they are professional men, and they present a substantive growth opportunity now and in the future. Our report is a reminder for employers, partners, brands and media to pause and consider this critical cohort before having that conversation, starting that project, writing that brief.
If nothing else, four things to fuel your growth.
- A key thread which unifies all professional women, is the idea of what we call a “life+work prioritisation” – the 2024 evolution of the outdated work-life balance
- 3 in 5 professional women in Australia say having a calibrated scorecard is a driver of their own defined success … but 64% don’t have their ideal life+work prioritisation
- Knowing this unifying theme helps start a better conversation, but it can stall here. We all need to start taking a much more nuanced view of what it means to be a ‘professional woman’
- Professional Context becomes key to connecting with professional women – we have double clicked on four dominant cohorts in our report, as an example of the individual wants and needs within this powerhouse cohort
Some additional food for thought…
- If women’s workforce participation levels were to match that of men, it is estimated Australia’s GDP could grow +$30.7B by 2050
- It takes women longer to feel confident and competent in the workplace – while men tend to start and stay there
- 3 in 10 seek more guidance/support into Career and Workplace – and 2 in 3 can’t find quite what they want in the media now
- 1 in 4 say brands and media are doing a poor job of diversity generally, and on average 2 in 3 women are seeking a more ‘accurate’ (fair, authentic, diverse) representation of women and situations via media and brands
