Abstract:

Half of the population is women, making it a large and attractive market for many companies, but many are struggling to adapt. Women are still seen under certain stereotypes and it is still difficult for some companies to achieve a real and lasting connection with this new woman. Results of this thought leadership study conducted by WIN members across the Americas, which included qualitative and quantitative research in 11 countries, give insights into three different aspects of Women: Personal life, Family and Motherhood, & Gender Equality. The presentation will share learnings that illustrate and provide a deep understanding of modern women’s thoughts and feelings, and their needs and expectations. It will cover patterns of behaviour across the Americas, but at the same time, cultural and social specificities between countries.