GFK Roper "Values Survey of European Women"

GFK Roper "Values Survey of European Women"

GfK Group
GfK Roper
Global Summit of Women
June 2007
The One and the Many:
‘Values’ Profile of European Women
Global Summit of Women
Berlin, June 2007
Dr Heike Langner, Director GfK Germany and Katherine Passerieu, Director GfK UK
© Copyright
2005.
Proprietary
Confidential
© Copyright
GfK GfK
NOPNOP
2005.
Proprietary
and and
Confidential
GfK Group
GfK Roper
Global Summit of Women
June 2007
Women On the European Stage
Segolene Royal
Presidential Candidate
(France)
Angela Merkel,
Chancellor
(Germany)
Marjorie Scardino,
CEO Pearson (UK)
Mary McAleese,
President (Ireland)
Vaira Vike-Freiberga
President
(Latvia)
Anne Lauvergeon, CEO
Avera (France)
Anita Rodick, Founder
Body Shop (UK)
© Copyright
2005.
Proprietary
Confidential
© Copyright
GfK GfK
NOPNOP
2005.
Proprietary
and and
Confidential
GfK Group
GfK Roper
Global Summit of Women
June 2007
The Juggling Act of European Women
58%
Of European women
are married (48%) or
living together (10%)
22%
Of European
women are
married/living
together and
have kids and
work full-time
or part time
67%
Of European women
are parents
46%
Of European women
Work full-time (30%)
or part-time (16%)
© Copyright
2005.
Proprietary
Confidential
© Copyright
GfK GfK
NOPNOP
2005.
Proprietary
and and
Confidential
GfK Group
GfK Roper
Global Summit of Women
June 2007
Listening to the Peoples of the World:
Roper Reports Worldwide
National sample
National urban
National urban w/o lowest SES
Note: Data are from 2007 survey except when noted.
Here “Europe” = Germany, UK, France, Italy, Spain, Sweden, Czech Republic, Poland and Russia
© Copyright
2005.
Proprietary
Confidential
© Copyright
GfK GfK
NOPNOP
2005.
Proprietary
and and
Confidential
GfK Group
GfK Roper
Global Summit of Women
June 2007
The GfK Roper Values Model
What are Personal
Values?
“The things that act as the
guiding principles in your life
and give meaning to your life”
or
Magritte: “Personal Values”
Whatever Is
Important to you
© Copyright
2005.
Proprietary
Confidential
© Copyright
GfK GfK
NOPNOP
2005.
Proprietary
and and
Confidential
GfK Group
GfK Roper
Global Summit of Women
The GfK Roper Values Model
Enjoying Life
Doing things because I like them
Open-mindedness:
Being broad-minded
Honesty:
Being sincere, having integrity
Power:
Having control over people and resources
Self-Reliance
Being Self-Reliant, choosing my own goals
© Copyright
2005.
Proprietary
Confidential
© Copyright
GfK GfK
NOPNOP
2005.
Proprietary
and and
Confidential
June 2007
GfK Group
GfK Roper
Global Summit of Women
June 2007
The Values Form Four Distinct Corners
Romance
Pleasure
People
Stab p rel
Endur love
Friendship
Pleasure
Sex
Enjoying life
Having fun
Adventure
Freedom
Music
Excitement
Curiosity
Leisure
Live for today
A varied life
Soc tol
Pers supp
Helpful
Nature
Authenticity
Internat.
Justice
Self-rel.
Learning
Environm.
Soc stab.
Self-est.
Creativity
Individ.
Look good
Youthful
Beauty
Equality
Open-mind
Fulfill work
Courage
Knowledge
Honesty
Family
Soc Resp
Persever.
Wisdom
Spirituality
Simplicity
Health & fit
Mat Security
Enterprising
Order
Thrift
Modesty
Duty
Ambition
Public Image
Faith
Resp. anc.
Wealth
Tradition
Power
Obedience
Trad. gend r.
Status
Power
Tradition
© Copyright
GfK
2005.
Proprietary
Confidential
© Copyright
NOPNOP
Proprietary
and and
Confidential
RRWWGfK
2003
©2005.
Copyright
RoperASW
2003
GfK Group
GfK Roper
Global Summit of Women
Faith
June 2007
Obedience
Tradition
Respecting
ancestors
Traditional gender roles
Social stability
Spirituality
© Copyright
2005.
Proprietary
Confidential
© Copyright
GfK GfK
NOPNOP
2005.
Proprietary
and and
Confidential
GfK Group
GfK Roper
Global Summit of Women
June 2007
Enjoying life
Leisure
Pleasure
Pleasure
A varied life
Having fun
Adventure
Excitement
Live for today
© Copyright
2005.
Proprietary
Confidential
© Copyright
GfK GfK
NOPNOP
2005.
Proprietary
and and
Confidential
GfK Group
GfK Roper
Helpfulness
Global Summit of Women
June 2007
Social responsibility
Preserving the
environment
Open-mindedness
People
Justice
Being in tune
with nature
Personal
support
Equality
© Copyright
2005.
Proprietary
Confidential
© Copyright
GfK GfK
NOPNOP
2005.
Proprietary
and and
Confidential
GfK Group
GfK Roper
Global Summit of Women
Power
Ambition
June 2007
Wealth
Power
Public Image
Status
© Copyright
2005.
Proprietary
Confidential
© Copyright
GfK GfK
NOPNOP
2005.
Proprietary
and and
Confidential
Material
Security
GfK Group
GfK Roper
Global Summit of Women
Family Above Everything Else
“Protecting the Family”
remains the #1 value for
nearly everyone everywhere
© Copyright
2005.
Proprietary
Confidential
© Copyright
GfK GfK
NOPNOP
2005.
Proprietary
and and
Confidential
June 2007
GfK Group
GfK Roper
Global Summit of Women
June 2007
Top 10 Ranked Values for Women compared
with Men in Europe
RRW 2007
European Women
European Men
1. Protecting the family
1. Protecting the family
2. Stable personal relationships
2. Self-reliance
3. Honesty
3. Stable personal relationships
4. Friendship
4. Material Security
5. Authenticity
5. Honesty
6. Self-reliance
6. Freedom
7. Material Security
7. Friendship
8. Freedom
8. Authenticity
9. Justice
9. Justice
10. Self-esteem
10. Self-esteem
© Copyright
2005.
Proprietary
Confidential
© Copyright
GfK GfK
NOPNOP
2005.
Proprietary
and and
Confidential
GfK Group
GfK Roper
Global Summit of Women
June 2007
Top 10 Ranked Values for Western and
Eastern European Women
Western European Women
Eastern European Women
1.
Protecting the family
1. Protecting the family
2.
Honesty
2. Stable personal relationships
3.
Stable personal relationships
3. Friendship
4.
Authenticity
4. Material security
5.
Friendship
5. Health and Fitness
6.
Freedom
6. Justice
7.
Self-reliance
7. Self-reliance
8.
Material security
8. Personal Support
9.
Enjoying life
9. Fulfilling work
Honesty
10. Justice
Self-esteem
RRW 2007
10. Self-esteem
© Copyright
2005.
Proprietary
Confidential
© Copyright
GfK GfK
NOPNOP
2005.
Proprietary
and and
Confidential
GfK Group
GfK Roper
Global Summit of Women
Self-Reliance
‘Being self-reliant, choosing my own goals’
© Copyright
2005.
Proprietary
Confidential
© Copyright
GfK GfK
NOPNOP
2005.
Proprietary
and and
Confidential
June 2007
GfK Group
GfK Roper
Global Summit of Women
June 2007
Self-Reliance a more important value in Italy,
France and Czech Republic
Self-Reliance:
Ranked 7th among women in Western Europe
Ranked 7th among women in Eastern Europe
Ranking among women
in the country
RRW 2007
Italy
France
Czech Republic
Global
Spain
Germany
Sweden
Poland
Russia
UK
#
4
5
5
6
6
7
7
7
8
10
© Copyright
2005.
Proprietary
Confidential
© Copyright
GfK GfK
NOPNOP
2005.
Proprietary
and and
Confidential
Ranked higher
in the country
than globally
Ranked lower in
the country than
globally
GfK Group
GfK Roper
Global Summit of Women
Looking for Success
© Copyright
2005.
Proprietary
Confidential
© Copyright
GfK GfK
NOPNOP
2005.
Proprietary
and and
Confidential
June 2007
GfK Group
GfK Roper
Global Summit of Women
British Women Value Entrepreneurship
The London Business
School revealed that
177,000 women set up
businesses in UK in the
past year - closing the gap
between the number of
male and female
entrepreneurs.
Source: BBC news
© Copyright
2005.
Proprietary
Confidential
© Copyright
GfK GfK
NOPNOP
2005.
Proprietary
and and
Confidential
June 2007
GfK Group
GfK Roper
Global Summit of Women
Fulfilling Work
´Getting personal satisfaction from my job’
© Copyright
2005.
Proprietary
Confidential
© Copyright
GfK GfK
NOPNOP
2005.
Proprietary
and and
Confidential
June 2007
GfK Group
GfK Roper
Global Summit of Women
June 2007
Fulfilling Work A More Important Value in Russia
Fulfilling Work:
Ranked 20th among Western European women
Ranked 9th among Eastern European women
Ranking among women
in the country
RRW 2007
Russia
Sweden
Poland
Germany
Czech Republic
Global
France
Italy
UK
Spain
#9
15
15
17
18
22
26
26
28
34
© Copyright
2005.
Proprietary
Confidential
© Copyright
GfK GfK
NOPNOP
2005.
Proprietary
and and
Confidential
Ranked higher
in the country
than globally
Ranked lower in
the country than
globally
GfK Group
GfK Roper
Global Summit of Women
June 2007
European Women Are Technically Competent
% of European Women who have used the following in past 30 days
Yes, have used personal computer
Yes, accessed Internet/Worldwide Web
57
61% of Working Women
65% of Working Men
53
48
48
46
44
40
38
36
33
33
35
28
22
19
Based on women 13-65 years old
11
2000
2001
2002
2003
2004
2005
2006
2007
© Copyright GfK NOP 2005. Proprietary and Confidential
45% of Working Women
51% of Working Men
21
GfK Group
GfK Roper
Global Summit of Women
June 2007
Women Seek Information and Stay Connected
% of Women who have done the following activity on the Internet in past 30 days
Pts diff from Men
Stay in touch with friends and family
by E-Mail
66%
+ 6 pts
Find out travel information
32%
+ 4 pts
Educate myself and my children/get
help with homework
30%
+ 5 pts
Buy something
25%
Get information related to my
health/health care
24%
+ 3pts
+ 7 pts
Base: Women who have accessed Internet in 30 days
© Copyright GfK NOP 2005. Proprietary and Confidential
22
GfK Group
GfK Roper
Looking Good
Global Summit of Women
June 2007
- ‘Seeking the utmost attractive appearance’
23
© Copyright GfK NOP 2005. Proprietary and Confidential
GfK Group
GfK Roper
Global Summit of Women
June 2007
Looking Good A Much More Important Value
in Russia and Czech Republic
24
Looking Good:
Ranked 45th among Western European women
Ranked 21st among Eastern European women
Ranking among women
in the country
Russia
Czech Republic
Germany
Poland
Global
France
Spain
U.K.
Sweden
Italy
#17
30
36
40
41
41
42
44
50
51
© Copyright GfK NOP 2005. Proprietary and Confidential
Ranked higher
in the country
than globally
Ranked lower in
the country than
globally
GfK Group
GfK Roper
Global Summit of Women
June 2007
It’s inner Directed…
Major reasons for looking your best…
To feel good about myself
25
To please spouse / partner
It is expected of me
Spain
88
Poland
56
Poland
Italy
85
Germany
53
U.S.
27
France
84
France
46
Russia
23
34
Germany
74
Russia
45
France
21
U.K.
72
Spain
42
Spain
18
U.S.
72
U.S.
40
Germany
15
Russia
71
U.K.
31
U.K.
14
Italy
26
Italy
10
Poland
Base: All women
62
%
© Copyright GfK NOP 2005. Proprietary and Confidential
GfK Group
GfK Roper
Global Summit of Women
June 2007
Women from the West Focus on Cosmetic Problems,
those from the East Think about Natural Problems
26
% saying that, if they could change one thing about
their appearance at no cost, they would choose…
Western European Women`
Eastern Europe Women
Stomach
Hips
5
Breasts
5
6
Age-related wrinkles, age spots
Hair colour
2
16
8
7
Teeths
Nose
12
11
1/3 of European
women choose to
change nothing
15
9
5
5
4
31
33
None
© Copyright GfK NOP 2005. Proprietary and Confidential
GfK Group
GfK Roper
Global Summit of Women
June 2007
Jane Seymour (56)
Helen Mirren (62)
Joan Collins (74)
Jane Fonda (69)
27
Julie Andrews (72)
Jerry Hall (50)
HRH Queen Elizabeth II (81)
Joanna Lumley (61)
© Copyright GfK NOP 2005. Proprietary and Confidential
GfK Group
GfK Roper
Global Summit of Women
June 2007
Away from the Stereotypes
Dove Real Beauty Campaign
© Copyright GfK NOP 2005. Proprietary and Confidential
28
GfK Group
GfK Roper
Global Summit of Women
June 2007
29
‘A woman, especially, if
she have the misfortune
of knowing anything,
should conceal it as well
as she can’
Jane Austen
© Copyright GfK NOP 2005. Proprietary and Confidential
GfK Group
GfK Roper
Global Summit of Women
June 2007
30
Thank You!
© Copyright GfK NOP 2005. Proprietary and Confidential