A recent study by The Futures Company into the role of women is helping clients understand the implications of demographic and cultural changes, as well as the needs and aspirations of diverse consumers.
Women represent just under half the global population and are the fastest-growing group of consumers worldwide. Yet analyses of their role in society are often one-dimensional, focusing on how social and economic conditions exert changes on women’s roles and identities – rather than how women themselves are creating change.
The Futures Company’s research shows that growth in women’s economic power is creating new opportunities for brands, including new markets and new sources of talent and innovation. It explores the implications for popular and consumer culture, and considers how leading brands and organisations will behave in future to engage women as customers, employees and stakeholders.
Read more: http://thefuturescompany.com/free-thinking/women-2020.