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The Changing Role of Women in Developing Markets Tim Jones / Hamsini Shivakumar 9 March 2011
The Changing Role of Women in Developing Markets Tim Jones / Hamsini Shivakumar -‐ 9 March 2011
This talk looks at the changing role of women in developing markets and how this is being influenced -‐ both through a global and the India / category view
Overview Overview
Part One: The Macro View • Tim Jones • Programme Director -‐ Future Agenda
Part Two: India and Personal Care • Hamsini Shivakumar • Director – Leapfrog Strategy Consultants
The Future Agenda is the world’s largest open foresight programme that ran throughout 2010 and engaged expert input
from over 140 countries to give a unique global view
Future Agenda Future Agenda
52 insights on the world in 2020 across six key areas are now being used by companies around the world – today we are
looking at how a few of these apply to women
Today we are using a few of these to sNmulate some thoughts Future Agenda Insights
By 2020 we will add another 750m people to the planet, most in places least able to accommodate them
Imbalanced PopulaNon Growth CertainNes
PopulaNon growth will conNnue with the medium assumpNon peaking at an extra 3bn around 2060
Imbalanced PopulaNon Growth CertainNes
The centre of gravity of global wealth is shiVing East with decreased influence for the US and Europe
Asian Wealth ShiV CertainNes
The rise of China and India is happening far faster than many experts have been predicted even recently
Asian Wealth ShiV CertainNes
Year at which GDP of China and India pass those of other countries Goldman Sachs 2005
The world’s centres of economic power in 2020 will be different from today with India moving from #11 to #6
Asian Wealth ShiV CertainNes
We will be connected everywhere -‐ everything that can benefit from a network connecNon will have one
Ubiquitous Data Access CertainNes
As urban migraNon increases, efficient, densely populated ciNes, not distributed opNons, are the blueprints for more sustainable places to live
Dense CiNes Locality
Widening differences in wealth between and within urban and rural communiNes is extending the gap
between rich and poor -‐ but they sNll need each other
Richer Poorer Wealth
Within this context, the future of women in developing markets is a common focus for a number of major internaNonal iniNaNves
Changing FerNlity Global IniNaNves
Six Global Challenges, One Solution: Women
.. and women are an increasingly high priority for global chariNes seeking to change the status quo
Changing FerNlity Global IniNaNves
“Teach a man to fish, feed him for a lifeNme
Teach a woman, she’ll teach her friends, start a business, and preby soon an enNre village is on the mend.”
A major factor in future populaNon imbalance is the variaNon in ferNlity rates occurring in some regions
Changing FerNlity Changing FerNlity
In many areas female educaNon is a driver of both declining ferNlity and increasing economic acNvity
SHOW HUGE SHIFT IN FERTILITY IN IRAN, MAURITAUS ETC Female EducaNon
INSERT FERTILITY GRAPH FOR IRAN
As boys have been preferred in China over recent years, the male/female raNo is shiVing to 1.3:1 and hence changing the future
social power balance – towards women
China Male / Female RaNo
From a wealth perspecNve, improving the role of women in the developing world is coming
from a challenging starNng posiNon
SupporNng quotes Women’s Wealth
“Women perform 66 percent of the world’s work, produce 50 percent of the food, but earn 10 percent of the income and own 1 percent of the property”
Gender Equality – The Big Picture, 2007
Microfinance’s conNnued growth is impacNng how many (illiterate) women are taking greater control of money
in some key regions across the developing world
Microfinance Microfinance
In Africa, The Philippines and even Afghanistan, the rapid take up of mobile payments is giving beber access to cash
Mobile Money
In Kenya, with 80% adopNon M-‐PESA has put direct and local spending power in the hands of women
M-‐PESA
By 2020 1bn extra consumers will enter the middle class with increasing spending power in some key countries
New Middle Class
Global economic growth is increasingly being led by women, many of whom are in developing countries
Leading Women in Business
FT Top 50 Business Women 2010 by NaRonality
US
Europe
China
India
Singapore
Malaysia
Japan
Turkey
Saudi Arabia
Israel
Africa
The role of women in developing markets is being driven by four key drivers of change
The Four Drivers of Change
The Changing Role of Women in Developing Markets: India and Personal Care
India and Personal Care
Not one India But many Indias
Many Indias
Growing affluence in India is both predicted and believed in and so has created a mood of opNmism
Growing Affluence
Building financial, social and cultural capital as a family is key to the overall ‘Family Upward Mobility Project’
The Family Project
Control and influence over family spending and investments, not personal income, is the source of Indian women’s empowerment
Female Influence
The majority female aspiraNon is to have a strong voice and influence in family affairs via extra earning, exposure and
educaNon: to assert self worth
Family Influence
The ambiNon for many women is also to be a ‘professional’ mother and home manager,
valued partner to her husband
Majority AmbiNon
There is a small segment of single, working women among the youth, showing slow-‐moderate growth
Single Women
Do you plan to marry the person you love?
Yes 58.8%
Men 57.7% Women 60.3%
A new generaNon of young women, born aVer 1991 will reshape markets, as they have a completely different orientaNon to
consumpNon and brands
Change Leaders
“Smart Shopping” is an emerging area of personal interest, reward and experNse
Smart Shopping
There are emerging feminine archetypes in India that are changing the cultural DNA from the tradiNonal view
Wife Apsara
Queen Princess
Mother Goddess Self-‐propelled Achiever
Force for change
Female Archetypes
Despite the growing and visible empowerment of women, the contradicNons around violence,
literacy and harassment conNnue
ConNnued ContradicNons
In India, women’s roles are changing towards making them stronger contributors to the family and to society
The Four Drivers of Change
Reshaping the cultural
archetypes
Enhancing self worth
Nuclear families make women the fulcrum of the
family
Leading to a stronger voice in family affairs
In personal care in India there is high economic and hence social value to ‘good looks’ so beauty is well established as a tradable personal asset
Beauty As An Asset
Premium is abached to youth and vitality and hence in being a producNve and posiNve member of
society throughout one’s life
Youthful Spirit
There is belief in the power of technology and glamour experts to transform personal appearance
and so provide step change personal fortunes
Personal Makeovers
As in other regions, the personal care sector in India is propelled by two powerful myths:
Eternal Youth and Perfect Beauty
Eternal Perfect Beauty
We see accelerated growth of beauty services and brands from correcNve procedures at the upper end
to maintenance acNviNes at the lower end
Beauty Services
The need for vitality and posiNvity as a fundamental underpinning of upward mobility unites consumer concerns on
health care, beauty care and emoNonal wellbeing
Healthy Mobility
In summary, personal care is seen as a key force for propelling individuals and families on the path of upward social mobility
The Four Drivers In Personal Care
Upward Social
Mobility
To discuss these views further please contact us: [email protected] [email protected]
