The new ‘F Word’ for women is Freedom

Australian women don’t want to run the world. All they want is the freedom to live their lives as they choose – at work and at home. The new ‘F Word’ is what came out of ten years of research conducted by The Heat Group, Australia’s largest marketer to women.

The Heat Poll tracked key changes in women’s attitudes and lifestyle choices and compared them to 10 years ago, with the research showing a fundamental shift in the priorities for Australian women.

“Women have experienced a change in goals and desired lifestyle choices versus 10 years ago,” said Gillian Franklin, Managing Director of The Heat Group. “The key area holding women back across all areas is the lack of sufficient flexibility and choices, and this is what they are crying out for the most.”

According to the Heat Poll, 40% of Australian women today want flexible working conditions and a family friendly work environment compared to just 19% in 2003. The research showed that 1 in 4 women would happily take a pay cut for flexible working hours, with 92% of these women prepared to sacrifice 10% of their overall salary for flexible working hours. Working mothers also want more Government support, with 33% of women desperate for tax deductible child care, compared to just 18% in 2003.

Today women are ranking lifestyle (62%) and travel (43%) as their top priorities. Interestingly, status and power are almost irrelevant in 2014 as a pursuit for working women, with only 1% of women today placing high value on this compared to 21% in 2003.

But one area that hasn’t changed over the past decade is the focus on family, with 44% of women in both 2013 and 2003 placing motherhood as their top priority in life.

“While women are aiming to have freedom in their lives, they are putting themselves last on the priority list,” said Gillian Franklin. “Our research has revealed that 24% of women are struggling to fit exercise into their life, even though they know it is vital for their mental and physical health and wellbeing.”

The Heat Group is the exclusive Australian distributor of Max Factor, COVERGIRL, Bourjois, essence and Jeanne Arthes fragrances, the official licensee of Warner Bros. personal care, and the owner and distributor of ulta3, Billie Goat Soap and MUD. Despite being relatively unknown to the everyday shopper, Heat is a brand that touches millions of lives each year. Industry data shows that someone, somewhere will purchase a product that was distributed by Heat every 2.6 seconds.