What women really think: PORTER’s global survey
From fashion and beauty to careers and love, the results of our study of nearly 4,000 incredible women are in – and they might surprise you…
Today we reveal the results of a global study of women, which we put together to better understand the reality of how females all over the world are feeling and thinking now, after an incredible period of social pressure and change. From the #MeToo movement and increasing awareness of environmental pollution, to the explosion of social media into all areas of our lives and the essential widening of influence when it comes to perfections of beauty and embracing individuality… How are these factors impacting our behaviors, viewpoints, ambitions and priorities?
Nearly 4,000 women from around the world revealed that many of the long-held stereotypes that exist when it comes to the perception of women are ridiculously outdated. Our desires, fears and attitudes have fundamentally shifted. It’s time the world – marketeers, magazines, men – caught up to that. Here’s what you need to know now.
FASHION’S FUTURE
Ours is no longer a throwaway culture. Thoughtless fashion, whether fast or otherwise, has to change, because 62% of women say that they are now influenced to some extent by sustainability factors when making a fashion purchase. To build future-proof businesses, every label needs to start evaluating their processes and materials.
It’s goodbye to the notion of women blindly wearing whatever marketeers and magazines tell them to, regardless of whether it’s a look that suits them, or one they’ll be embarrassed to wear in two months’ time. Trends have dictated our wardrobes for decades, but 44% of women say they no longer feel any pressure to follow the themes prescribed to them at the start of each season. In a world where social media has opened up our visual references, meaning that it’s not just a select group of designers who inspire our sartorial mood swings, there is no one aesthetic that we feel has to be ascribed to. Looking like an individual is admired far more than simply copying the catwalk, and a wonderfully heartwarming 81% feel confident with their personal style.
“44% of women say they no longer feel any pressure to follow the themes prescribed to them each season
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It could be surprising then, given this sense of style security, that only 25% feel included by fashion – if we’re so convinced of our ability, why do we feel like outsiders? Well, this could be down to the historic lack of diversity in the industry. There has been progress, but is it enough? Curvy models are still the exception, rather than the rule; we’re seeing more black models and celebrities in campaigns and on covers, but the stakes are still nowhere near equal. And what about Asian, Latina, Indian and Arab women? Age diversity, differently-abled representation, LGBTQ? Valentine’s Day is still depicted by a heterosexual couple in advertisements, but a woman could just as easily be buying a ring for her girlfriend – or, perhaps even more likely, herself. The thoughtlessly consuming fashion victims often eye-rolled at in films and TV shows are on the wane, too – only 15% of us are still buying things we never actually wear, while 11% would still wear something uncomfortable if it looked good. As for the most-treasured item in our wardrobes? For most of you, it’s not an It bag, a little black dress or even a classic watch. The item most loved by women is their coat or jacket; handbags and shoes are relegated to second and third place.
But while inspiration comes from everywhere, Paris is still considered the ultimate home of fashion, with 58% calling it the world’s most fashionable city. London took second place, New York third, Milan fourth. But it’s interesting to note the cities on the rise: Stockholm, the home of in-demand labels Ganni and Rotate, took fifth place, while Tokyo is number six. Los Angeles, Seoul and Sydney are not far behind, thanks to Cali-cool brands like Reformation, Seoul’s experimental energy and Sydney’s burgeoning brands – Michael Lo Sordo, Dion Lee and Zimmermann among them.
BEAUTY: INSIDE AND OUT
When it comes to plastic surgery, we’re a vain bunch who want to secretly hold back any signs of aging, while simultaneously criticizing those who are attempting the same feat. So goes the rhetoric, at least. But in fact 46% of our female poll admit that they would consider plastic surgery in future, with 43% planning on going down the Botox route. 58% believe we’re all more open and honest with each other about the ‘work’ we may – or may not – have had done, perhaps because we’re less judgmental these days: only 10% say they feel critical of anyone who has used injectables or had surgical work done. The most-wanted beauty look is ‘healthy’ (52%) or ‘glowing’ (43%), with only 7% opting for ‘sexy’. In fact, health is our priority overall, with 67% saying it is the most important goal in their life. They also prioritize career success over marriage (21% vs 18%), though children feature higher (27%).
“46% of our female poll admit that they would consider plastic surgery in future, with 43% planning on Botox
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It’s lovely to discover that 73% of women feel comfortable with our looks, although only 55% feel as happy with their bodies. Given the depiction of women as insecure, beauty-obsessed creatures, it’s a relief to know what we’ve long suspected – we’re just not that into them, in ourselves or other women. In fact, the most admired trait in other women is intelligence, scoring 71%, followed by kindness on 62%. Great style comes in at 44% and ambition is no longer quite such a dirty word, scoring 28%.
LIFE AND MONEY
We may love social media, but we’re not stupid enough to truly believe what we see. 89% of respondents are skeptical about what they see on social platforms, with the audience pretty balanced over whether social networks have enriched their lives: 33% against; 34% for. More than half our audience don’t believe that being a woman limits their career progression, although a frightening 34% say they have been the victim of gender discrimination at work in the past five years. So what would they wear to kick a little more ass in the office? Only 10% would wear a power suit to feel confident in the workplace, preferring to opt for high heels (26%) or a luxury accessory (21%). And while bold lipstick is almost universally considered a quick way to boost confidence, only 10% opted for this choice, while 19% said they do not wear obvious makeup at all.
“The most admired traits in other women are intelligence (71%), kindness (62%), great style (44%) and ambition (28%)
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One of the most frustrating and enduring stereotypes is that of women who have nothing better to do than gossip with friends and spend their partner’s cash. But only 8% of the nearly 4,000 women who answered our questions make no financial contribution to their household. 10% are the main breadwinner in their relationship; 17% make an equal contribution; and 19% of our respondents are not in a relationship. So it makes total sense that 48% of us feel entirely comfortable spending money from our joint accounts, with only 24% experiencing guilt over their spending and 80% treating themselves to luxury items whenever they choose. Some things never change, though: 32% hide some of their spending from their partner. Well, it’s our money and our choice how to spend it!
So, do you recognize what you’re reading? In your friends, colleagues, family and in yourself? It’s time the rest of the world did too.
INCREDIBLE FASHION
The models featured in this story are not associated with NET-A-PORTER and do not endorse it or the products shown.