Abstract:

This presentation describes how women see themselves today, it explains how women think they have changed and it explores what is currently important to women in terms of their values. The presenters also aim to help brand owners reach for fresh perspectives when thinking about how to communicate with modern urban women in Asia. Advertising that the sample felt either did, or did not, connect strongly with women is explored. A broad overview is derived of what works with women today and that which is less successful.