Move over, men, we've got careers, kids, Facebook - Draftfcb study

Respondents think women are stronger than men, so they do not depend on men; they are defined by financial independence, make their own decisions, and say it's up to them to look after themselves and raise their children, Draftfcb head of strategy Rita Doherty said yesterday, Thursday, 7 July 2011, in Sandton.

In a country where men and women 'flout the ABC rules' (abstain-be faithful-condomise) and women fall pregnant as early as 18 - and go on falling pregnant again and again as unmarried and working moms until a number of kids are born from different fathers - the Draftfcb report seems to paint a picture of a morally fragmented society lacking family values and only finding solace in materialism and pleasure.

Find happiness, meaning in their kids

Doherty said these women find happiness and meaning in their kids, and said the pride they feel in providing for their kids keeps them motivated, despite the hardships.

Unlike a previous generation of working moms, who often passed on their kids to grandmothers and close relatives while they scavenged for jobs, money and fame, new townships moms are increasingly choosing to raise their own children, according to the study.

"To be a black woman in this century means to be alone, with your children, without a husband and marriage," the study quoted an unidentified 29-year-old woman as saying.

A 25-year-old woman said: "I am a single parent and always make sure I am strong for my child's sake."

Key motivator

While earning money is a key motivator for this target market, it is not proactive or knowledgeable about investment, the study found.

Doherty said this research confirms and destroys several perceptions today's marketers have when it comes to this important target market, especially when it deals with their lives within the digital and social networking environments.

Other key findings include natural spirituality, not being too judgemental about personal choices, interacting with banks and attending workshops to learn about savings and investment, being inspired by other independent women, and being health-conscious (living a disease-free life rather than losing weight).

Still loyal but do change brands

While the respondents are still loyal to their brands, they do constantly change brands because of their kids' influence on what they see on TV, or what they see their friends at school eat or drink.

And while women are 'married' to their jobs, kids and fame, and have little time for men and TV (except Generations, SABC1, 8pm), they have massively embraced Facebook, Twitter, thanks to their friends and Metro FM and YFM DJs who constantly talk about it.

They access Facebook on their phones while cooking, bathing or lying in bed, and mostly listen to radio, the study pointed out.

These women have little interaction with advertisers in the social media space because adverts do not appear on their 'ordinary' phones (Samsung came out tops), Doherty said, urging marketers to connect with them on Facebook via an offline media, for instance, radio promotion.

"Social media is [reaching the tipping point] in SA, but it will be decades before it gives us the reach of TV and radio, so don't be emotionally brand-only, be a problem-solver," she concluded.