opinion/classifieds
ladies: globally – we’re Are All Stressed Out
nielSen Wire
Cheryl Pearson-McNeil
several emerging markets like
India and Nigeria. Some of the key
findings:
Ninety percent of women
believe their role is evolving for
the better from gender equality to
workplace opportunities.
Women control 12 trillion dol-
lars in global spending of 18 tril-
lion dollars, but want to share
jointly in life responsibilities and
decision making.
While women are indeed
increasingly empowered, we are
increasingly stressed.
Whoop! There it is! Call your
girlfriends and tell them “Girl, it’s
official! Women everywhere
NOT just us!”
How we cope with stress varies
between developed and emerging
markets. Our sisters in emerging
countries are often faced with
maintaining every day basics like
food and clothing. The percentage
of their household income spend
on food is staggering. In Nigeria,
for example, 40 percent of house-
hold spending is on food, vs. 7
percent in the U.S. So if women in
emerging countries found them-
selves with any additional dollars
it would go toward savings,
clothes and education. While
women in developed countries
like ours are more likely to use
extra cash for luxuries like vaca-
tions, savings and paying off debt.
In conducting this research,
women were divided into three
segments – daughters (average age
If based on our global spending
power of $12 trillion we were our own
country ... we’d be about the size of
the United States
around the world report being
pressured for time, rarely have the
time to unwind; feel stressed and
overworked most of the time. And
yes, want just a tad bit of help
from the fellas’ time to time. It is
30), mothers (average age 47) and
grandmothers (average age 67).
The high stress factor is universal,
but it breaks down generationally.
The “daughter” generation is the
most stressed. This stands to rea-
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son as this woman’s family is
young and she has not likely
achieved her full earning poten-
tial. Among “mothers” the stress is
mid-level. Makes sense because
with you, let alone taking on
women from 21 countries and
arguing in multiple languages!
(You should highlight the multiple
languages part).
Women control 12 trillion dollars in
global spending of 18 trillion dollars,
but want to share jointly in life
responsibilities and decision making
by the average age of 47, income
levels are (usually) higher; but
finances are still cause for con-
cern. Lastly, “grandmothers” are
the least stressed segment.
Perhaps not surprisingly, grand-
mothers are also most likely to
believe that they have successfully
achieved that delicate work-life
balance.
Fellas, I think the most notable
take away from this study for you
is that women would like to share
more male/female responsibilities.
We may be doing it all but would
love to have a little more help
from you. Umm hmm, did you
hear that? Ladies, they may have
missed that point, so if you want to
cut this column out and post it up
on the ‘fridge for those times
when you need a little back up,
feel free. Guys don’t like arguing
Consider this ladies: if based on
our global spending power of $12
trillion we were our own country
(and lord knows there are times
we wish we were don’t we?) we’d
be about the size of the United
States (based on GDP). That’s a
lot of power. So, there’s no doubt
that you and I and our sisters
across the globe are agents of
change. Can you imagine how
much more powerful we’d be if
we got a little more support on the
home front? So, when’s the last
time you actually asked for the
help you need? I’m just sayin’.
Cheryl Pearson-Mcneil is sen-
ior vice president of public affairs
and government relations for
nielsen. For more information
and studies go to www.nielsen-
wire.com
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S
o ladies, I’m sure if you’re
like me and any of the
women I know personally,
you have been running hither and
yon to keep all of your hats –
home, work, parents, children,
finances, and relationships – in the
air all at once. And sometimes,
you find yourself wondering, “Is it
just me? Am I the only one feeling
like I’m an exotic juggling act in
the three ring circus of life trying
to keep all these things balanced?”
Well, shout hallelujah and signal
the ringmaster to shine the spot-
light on you in the center ring
because the answer is a resound-
ing No, you are not alone.
Nielsen’s latest comprehensive
report, “Women of Tomorrow: a
Study of Women Around the
World, confirms women around
the globe are feeling pressure like
never before.
Nielsen is known for its meas-
urement capabilities and for ana-
lyzing consumer behavior and
trends in media, online, mobile
and more around the globe. We
recently conducted this study
among nearly 6500 women in 21
countries throughout Africa, Asia
Pacific, Europe, Latin America,
and North America, representing
60 percent of the world’s popula-
tion and 78 percent of the Gross
Domestic Product (GDP). We
included women in both devel-
oped markets – like ours – and
July 6, 2011 The Seattle Skanner Page 3