the changing role of women in developing markets

The Changing Role of Women in Developing Markets Tim Jones / Hamsini Shivakumar - 9 March 2011

Overview Overview

Part One: The Macro View

• Tim Jones

• Programme Director - Future Agenda

Part Two: India and Personal Care

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

Part Two: India and Personal Care

• Hamsini Shivakumar

• Director – Leapfrog Strategy Consultants

Future Agenda Future Agenda

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

Today we are using a few of these to stimulate some thoughts Future Agenda Insights

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

Imbalanced Population Growth Certainties

By 2020 we will add another 750m people to the planet,

most in places least able to accommodate them

Imbalanced Population Growth Certainties

Population growth will continue with the medium assumption

peaking at an extra 3bn around 2060

Asian Wealth Shift Certainties

The centre of gravity of global wealth is shifting

East with decreased influence for the US and Europe


The rise of China and India is happening far faster than many

experts have been predicted even recently

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

Ubiquitous Data Access Certainties

We will be connected everywhere - everything that can

benefit from a network connection will have one

Dense Cities Locality

As urban migration increases, efficient, densely

populated cities, not distributed options, are the

blueprints for more sustainable places to live

Richer Poorer Wealth

Widening differences in wealth between and within

urban and rural communities is extending the gap

between rich and poor - but they still need each other

Changing Fertility Global Initiatives

Within this context, the future of women in

developing markets is a common focus for

a number of major international initiatives

Six Global

Challenges, One Solution:

Women

Changing Fertility Global Initiatives

“Teach a man to fish, feed him for a lifetime

Teach a woman, she’ll teach her friends, start

a business, and pretty soon an entire village is

on the mend.”

.. and women are an increasingly high priority for

global charities seeking to change the status quo

Changing Fertility Changing Fertility

A major factor in future population imbalance is the variation in

fertility rates occurring in some regions

SHOW HUGE SHIFT IN FERTILITY IN IRAN, MAURITAUS ETCFemale Education

INSERT FERTILITY GRAPH FOR IRAN

In many areas female education is a driver of both

declining fertility and increasing economic activity

China Male / Female Ratio

As boys have been preferred in China over recent years, the

male/female ratio is shifting to 1.3:1 and hence changing the

future social power balance – towards women

Supporting 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”

From a wealth perspective, improving the role of

women in the developing world is coming

from a challenging starting position

Gender Equality – The Big Picture, 2007

Microfinance Microfinance

Microfinance’s continued growth is impacting how many

(illiterate) women are taking greater control of money

in some key regions across the developing world

Mobile Money

In Africa, The Philippines and even Afghanistan, the rapid take up

of mobile payments is giving better access to cash

M-PESA

In Kenya, with 80% adoption M-PESA has put direct

and local spending power in the hands of women

New Middle Class

By 2020 1bn extra consumers will enter the middle class

with increasing spending power in some key countries

Leading Women in Business

FT Top 50 Business Women 2010 by Nationality

US

Europe

China

India

Singapore

Malaysia

Japan

Global economic growth is increasingly being led

by women, many of whom are in developing countries

Japan

Turkey

Saudi Arabia

Israel

The Four Drivers of Change

The role of women in developing markets is

being driven by four key drivers of change

India and Personal Care

The Changing Role of Women in Developing Markets:

India and Personal Care

Not one IndiaBut many Indias

Many Indias

But many Indias

Growing Affluence

Growing affluence in India is both predicted and believed in and

so has created a mood of optimism

The Family Project

Building financial, social and cultural capital as a family is key to

the overall ‘Family Upward Mobility Project’

Female Influence

Control and influence over family spending and investments, not

personal income, is the source of Indian women’s empowerment

Family Influence

The majority female aspiration is to have a strong voice and

influence in family affairs via extra earning, exposure and

education: to assert self worth

Majority Ambition

The ambition for many women is also to be a

‘professional’ mother and home manager,

valued partner to her husband

Single Women

Do you plan to marry the

person you love?

Yes 58.8%

Men 57.7%

Women 60.3%

There is a small segment of single, working women among the

youth, showing slow-moderate growth

Women 60.3%

Change Leaders

A new generation of young women, born after 1991 will reshape

markets, as they have a completely different orientation to

consumption and brands

Smart Shopping

“Smart Shopping” is an emerging area of personal

interest, reward and expertise

WifeApsara

Mother GoddessSelf-propelled

Achiever

Force for change

Female Archetypes

There are emerging feminine archetypes in India that are

changing the cultural DNA from the traditional view

Wife

QueenPrincessForce for change

Continued Contradictions

Despite the growing and visible empowerment

of women, the contradictions around violence,

literacy and harassment continue

The Four Drivers of Change

Reshaping the

cultural

archetypes

Enhancing self

worth

Nuclear families

make women the

fulcrum of the

family

In India, women’s roles are changing towards making them

stronger contributors to the family and to society

Leading to a stronger voice in

family affairs

Beauty As An Asset

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

Youthful Spirit

Premium is attached to youth and vitality and hence

in being a productive and positive member of

society throughout one’s life

Personal Makeovers

There is belief in the power of technology and

glamour experts to transform personal appearance

and so provide step change personal fortunes

Eternal Perfect Beauty

As in other regions, the personal care sector

in India is propelled by two powerful myths:

Eternal Youth and Perfect Beauty

Beauty Services

We see accelerated growth of beauty services and

brands from corrective procedures at the upper end

to maintenance activities at the lower end

Healthy Mobility

The need for vitality and positivity as a fundamental

underpinning of upward mobility unites consumer concerns on

health care, beauty care and emotional wellbeing

The Four Drivers In Personal Care

Upward

Social

Mobility

In summary, personal care is seen as a key force

for propelling individuals and families

on the path of upward social mobility

To discuss these views further please contact us:[email protected] [email protected]