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23 December 2014

What is feminism?

Consumer Trends & Insight, Culture

Feminism is back at the top of the UK’s agenda. People are talking about it. The media are writing about it. Politicians are debating it. And everyone has an opinion.
Against this heightened backdrop, Edelman undertook a major research study to understand exactly what it means to be a woman today. What are the pressures of modern feminism? How do women perceive their role in society? And what does a feminist really look like?

The study revealed the incredible pressure women are placing upon themselves in trying to combine the traditional roles of domestic goddess and mother with the modern expectations of a successful career.

The result is a crisis of confidence and identity, a problem that will only be solved by re-balancing the way women are viewed by both society and themselves.
For brands, that means no longer categorising them in boxes: as mothers, housewives, power-women. For women, it means allowing themselves to embrace a more modern sense of gender equality.

In the coming months, we will be exploring the study’s key topics in the Womanhood Today essay series. The first of these, Will the Real Me Please Stand Up? written by Melissa Benn, is available here.

The Womanhood Survey was conducted by Edelman Berland and spoke to 5,000 UK men and women aged 16-65.

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