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1 INSIGHTS March 2016 presented by

2 TABLE OF CONTENTS 1. METHODOLOGY & EXECUTIVE SUMMARY 2. IDENTIFYING FEMINIST ARCHETYPES 3. A SELECTION OF PERSPECTIVES ON FEMINISM 4. FEMINISM IN AN ELECTION YEAR 5. FEMINISM S WAY FORWARD 2 // SheKnows Media. All rights #TheFWord

3 RESEARCH OBJECTIVES Understanding Women s Relationship to Feminism Today: Understand how women define and identify with Feminism across lifestyle and demographic categories Reveal what sources influence a woman s perspectives on Feminism Identify if women have benefitted from Feminism, and what work remains to be #TheFWord SheKnows Media. All rights reserved. // 3

4 RESEARCH METHODOLOGY In December 2015 January 2016, SheKnows Media fielded a custom study to its research panel of 7,600 members and to its online audience, generating 1,622 responses, 98% of which were from women. This data has been third-party validated and analyzed by Research Narrative. Format: Online Survey In-Field BY AGE 31% Millennial ( ) 43% Generation X ( ) 24% Baby Boomer ( ) 2% Silent Generation (1945+) BY RACE 77% White 9% African American 8% Hispanic 4% Asian 2% Native American BY EMPLOYMENT 78% Employed Full or Part Time 12% Managing a Household 4% Retired 3% Student 2% Unemployed 4 // SheKnows Media. All rights #TheFWord

5 EXECUTIVE SUMMARY 5 Key Findings 1. FEMINISM S STATED PURPOSE IS CLEAR Whether appreciated or not, people understand Feminism to mean gender equality, and older Millennials, not GenXers, have taken up the Feminism torch from Boomers. 2. FEMINISM S ACCOMPLISHMENTS ARE NOT AS CLEAR The vast majority of respondents have leveraged the gains of the Feminist movement perhaps without realizing it. 3. NON-FEMINISTS FEEL EXCLUDED Non-moms are super Feminist, while women of color and conservative moms feel alienated by Feminism due to their identity or chosen lifestyle. 4. TELEVISION TEARS DOWN FEMINISM TV and celebrities create a dividing factor among Feminists and Non-Feminists. The more TV influences you, #TheLessYouKnow. 5. WE ALL PAY THE #FEMALETAX Feminist or not, we feel dismissed, criticized, even harassed to a startling #TheFWord SheKnows Media. All rights reserved. // 5

6 IDENTIFICATION WITH FEMINISM IS SPLIT ONE-THIRD OF WOMEN AREN T COMMITTED EITHER WAY Do you identify as a feminist? Breakdown by age Breakdown by race Breakdown by annual HHI Breakdown by employment YES IT DEPENDS / NOT SURE NO 6 // SheKnows Media. All rights #TheFWord

7 FEMINIST PERSONAS THE FEMINISTS MILLENNIALS GEN X BOOMERS Women in their late 20 s most strongly identify as Feminists. These Millennials take up the Feminist torch as they enter the work force. They report being influenced more by their peers than Feminists of older generations, but they match Boomer passion for the cause. Feminism takes a backseat as the GenX generation starts to have kids and become more pressed for time and mental bandwidth. They feel constrained by the have-it-all message, even when they do. During this stage, feminist identification drops by 10 points, before rising again. Boomer women are the Feminist die-hards who were most likely strongly influenced by their mother or other older female relatives. They had (and are) wise elders in the movement. THE ON-THE-FENCERS I M NOT SURE IT DEPENDS Black and brown women are more likely to fall into this group. And this group is the most likely to have experienced the harsher sexist behaviors, such as harassment and lack of advancement. Black women, in particular, approach Feminism with skepticism. They acknowledge what Feminism is supposed to be, and especially when breadwinners believe in its principles, but they feel excluded from its benefits in #TheFWord SheKnows Media. All rights reserved. // 7

8 FEMINIST PERSONAS THE NON-FEMINISTS BLACK WOMEN BREADWINNERS WHO VALUE TRADITION CONSERVATIVE STAY-AT-HOME- MOM WHITE WOMEN Take the feeling of exclusion that women of color feel in general from Feminism s actions and outcomes, combined with a perception shared with conservative white moms that feminism is anti-traditional values, and you find a cohort of Black women who are actively NON-Feminist. These Non-Feminists feel excluded from Feminism, because they don t see it fighting for them. In fact, they feel like Feminism is actively hostile to their decision to stay at home with their kids, and hence, their values. 8 // SheKnows Media. All rights #TheFWord

9 EMBRACING A UNIVERSAL DEFINITION FEM.I.NISM (NOUN) The belief that women and men should have equal rights and opportunities. FOR ALL The dictionary definition is understood by feminists (72%) & non-feminists (42%) alike. FOR NON FEMINISTS The next most popular definition is rejects traditional values (40%). FOR MEN Feminists believe equality doesn t have to be at men s expense, and in fact may benefit them. Feminists don t hate (or want to be) men. FOR WORKING WOMEN As women enter the workforce and focus on careers, feminism s importance is more #TheFWord SheKnows Media. All rights reserved. // 9

10 REAPING THE BENEFITS OF FEMINIST ACTIVISM WHICH OF THE FOLLOWING HAVE YOU DONE? 95% 92% 91% Voted Gotten a credit card in your name only Used birth control 74% 63% 57% Opened an investment or retirement fund for yourself Started a business under your own name Kept a job even when you were pregnant 26% 19% Secured a mortgage as a single borrower Terminated a pregnancy 10 // SheKnows Media. All rights #TheFWord

11 #THEFEMALETAX IN ACTION WHICH OF THE FOLLOWING HAVE YOU #TheFWord SheKnows Media. All rights reserved. // 11

12 STILL WAITING FOR THAT REFUND WHICH OF THE FOLLOWING ADVANTAGES DO YOU ENJOY NOW? 12 // SheKnows Media. All rights #TheFWord

13 2016 ELECTION: #CLINTONVSTRUMP DO YOU IDENTIFY AS FEMINIST? WHO IS THE PRIMARY #TheFWord SheKnows Media. All rights reserved. // 13

14 2016 ELECTION: #CLINTONVSTRUMP HOW DO YOU IDENTIFY POLITICALLY? 14 // SheKnows Media. All rights #TheFWord

15 2016 ELECTION: #CLINTONVSTRUMP ARE YOU READY FOR A FEMALE PRESIDENT? DO YOU THINK AMERICA IS READY FOR A FEMALE #TheFWord SheKnows Media. All rights reserved. // 15

16 2016 ELECTION: #CLINTONVSTRUMP POSITION ON POLITICAL ISSUES 16 // SheKnows Media. All rights #TheFWord

17 4 GO-FORWARD TACTICS Tips for Marketers 1. GO BEYOND #WORKINGMOMPROBLEMS AND CHOICE Growing the movement will require convincing women that Feminism is inclusive of women outside the workplace. #EqualPay and #Choice are two key Feminist issues, but not the only ones. 2. INCLUDE MEN The majority of women believe men can (and should) benefit from Feminism too. Helping families helps all members of those families. 3. WOMEN MUST SEE IT TO BE IT As frequent primary breadwinners, African American women have a lot to gain from Feminism s fight. If white women forget about their sisters of color when fighting, however, they leave women of color, (particularly African American) women feeling excluded. 4. GO DIGITAL Reach women where they are online to offset television s negative effect especially younger women at the critical lifestage of being early in career and considering starting or growing a family, and African American #TheFWord SheKnows Media. All rights reserved. // 17

18 ABOUT SHEKNOWS MEDIA SheKnows Media is a leading women s media company with more than 81 million unique visitors per month (comscore, Media Metrix, Multiplatform Lifestyles Category Ranking Report, March 2016, U.S.) and 285 million social media fans and followers. The company operates a family of leading media properties that include SheKnows.com, BlogHer.com, and StyleCaster.com. With a mission of women inspiring women, SheKnows Media is revolutionizing the publishing industry by forging a new kind of model that seamlessly integrates users, editors and content creators onto a single platform designed to empower all women to discover, share and create. Whether it s parenting or pop culture, fashion or food, DIY or décor, our award-winning editorial team, Experts, bloggers and social media influencers produce authentic and ontrend content every day. We dig deep to learn what makes our audience tick, revealing unexpected insights on women and digital media. Our robust, end-to-end suite of premium branded content and influencer marketing solutions generate more than 2 billion ad impressions per month (sources: DFP and OAS), allowing brands to distribute authentic content and integrated advertising at scale. SheKnows Media is based in New York and Scottsdale, Arizona, with offices in Los Angeles, Chicago and Belmont, California. We also operate internationally in Canada, Australia and the United Kingdom. corporate.sheknows.com 18 // SheKnows Media. All rights #TheFWord

19 #TheFWord SheKnows Media. All rights reserved. // 19

20 THANK YOU #THEFWORD for a copy of #TheFWord study. presented by

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