Better understanding women of today

According to Casey Rousseau, marketing manager for 1st for Women: “We recently conducted research to better understand women of today. This research highlighted a revised female code – a shift from the struggle for female independence and dominance, to the right to personal identity and choice.

“Today, it’s no longer about being better than men, or the differences that exist between the sexes, but rather about gender acceptance and greater independence on women’s own terms. It’s all about redefining women and their multiple, integrated roles and supporting them to be the best that they can be.”

The research revealed that women are expected to perform at their peak in every aspect of their lives, all the time. This constant pressure sometimes clouds women’s awareness of their own competence and abilities, and the incredible impact that they have on their families and their colleagues. Not all women take the time to acknowledge their own strength, resolve and power – and they seldom put themselves first despite the multiple roles they have to juggle on a daily basis.

1st for Women brings its new positioning to life with a powerful advert which was created in partnership with Publicis Machine.

The #weputyoufirst campaign can be viewed here: