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#WhatWomenWant

This year marks the centenary of women getting the right to vote in Britain. To acknowledge this landmark, Kantar TNS set up a programme to showcase the developments in advertising that have helped to empower women over the last 100 years. The programme, entitled ‘WhatWomenWant?, includes talks and an exhibition and runs from 21-30 November 2018. It offers an opportunity for brands, school children and members of the general public to reflect on how brands have represented and portrayed women, suggesting some positive ways forward.

Further are really proud to be associated with WhatWomenWant?, donating the use of our digital research platform, Together, to engage with 36 amazing women of different ethnic backgrounds, generations, social class and life stages from up and down the country. We also dedicated our time and expertise in relation to digital research design and online engagement, facilitating incredible conversations and generating a wealth of data and human insights about what women really (do not) want and what that means for brands and organisations.

Further’s sister agency, Versiti, also contributed its expertise specifically around gender equality and inclusion, both in terms of designing the research and of interpreting the data in light of the wider history and context of gender equality in the UK.  

The topics we explored include the meaning and importance of:

  • financial literacy and control

  • body autonomy

  • freedom of thought and expression

  • power, influence and impact

  • the representation and portrayal of women in the public sphere

  • networks, relationships and social connections 

To hear more about the findings, come along to a TedXTalk in London on Friday 30th November. The talk, ‘Men Are Not The Blueprint’, is part of the global ‘Showing Up’ event. It draws on findings from this project and on more than twenty years of research experience in the area of inclusion. Do join us for what promises to be a fascinating discussion. The full report can be downloaded here

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Written by Marie-Claude Gervais

I am a Social Psychologist, so nothing excites me more than uncovering why people think, feel and act the way they do. As Further's Research Director, I work closely with our clients to make sure these insights make a significant impact on their business.

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