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A new generation of Dutch girls

15 - 20 20 - 30 30 +
THE TARGET GROUP

Absolute number
986.586

% of Dutch populAtion
6%

ACCEPTED WISDOM

鈥榃OMEN ARE NATURALLY ALTRUISTIC,
CARING AND FOCUSED ON OTHERS鈥�

philippA roberts & JAne cunninGhAm, insiDe her prettY little heAD

OUR VISION

GIRLS HAVE BECOME EGOCENTRIC

鈥業 DON鈥橳 NEED A MAN TO RECTIFY MY ExISTENCE. THE MOST pROFOUND
RELATIONSHIp WE鈥橪L EVER HAVE IS THE ONE WITH OURSELVES鈥�
(SHIRlEy MAClAINE)

鈥業 BUY CLOTHES IN HUGE AMOUNTS. ESpECIALLY SHOES.
I THINk I HAVE ABOUT 70 pAIRS BY NOW. 鈥�
(JEllA, 28)

鈥楾HERE ISN鈥橳 ENOUGH WALL SpACE IN
NEW YORk CITY TO HANG ALL OF MY ExES鈥�
(SAMANTHA, SEx AND THE CITy)

鈥業鈥橫 NOTICING THAT MY CAREER IS NOW LOWER ON MY pRIORITY LIST
AND THAT MY HOBBY LIFE IS GAINING VALUE AS A pRIORITY鈥�
(EVElIEN, 26)

鈥業T鈥橲 FUN TO BE A WOMAN.
IT鈥橲 FUN TO FLIRT AND WEAR MAkE Up AND HAVE BOOBS鈥�
(EVA MENDES)

鈥業 WOULD LIkE TO SEE SO MUCH MORE OF THIS WORLD,
NOT ONLY A SMALL COUNTRY LIkE THE NETHERLANDS鈥�
(KAREN, 22)

INDICATORS OF THE 鈥楳贰-罢贬滨狈碍滨狈骋鈥�


1. MORE FEMININE AMBITIONS

Girls nowADAYs hAve more feminine motives
AnD Are not hesitAte to express them

鈥榊OU DON鈥橳 jUST WORk FOR YOURSELF,
BUT ALSO TO CONTRIBUTE SOMETHING TO THE WORLD鈥�
(EVElIEN, 26)

鈥業 WOULD LOVE TO jUST BUY A HOUSE ON BALI,
START A SURFING SCHOOL THERE AND BE HAppY鈥�
(VIVIAN, 25)

鈥業 COULD NEVER WORk IN THE BUSINESS WORLD. THAT IS TOO
MATERIALISTIC FOR ME. I WANT TO HAVE MEANINGFUL CONTACT WITH pEOpLE鈥�
(AFANAISA, 24)


2. TRAVELLING AS A LIFE OBjECTIVE

for mAnY Girls, trAvellinG hAs become A sepArAte GoAl in life,
A wAY to Discover Yourself in A Different context

trAvellinG ALONE throuGh AsiA or AustrAliA hAs become verY normAl

鈥業 WOULD HIT MYSELF IF I HADN鈥橳 SEEN MANY NICE pLACES IN THE WORLD.
THAT WOULD BE A pITY. IT IS SO BEAUTIFUL TO SEE DIFFERENT CULTURES.
I HAVE ALREADY BEEN TO THAILAND, LAOS, CAMBODIA, MALAYSIA
AND INDONESIA鈥�
(VIVIAN, 25)

鈥業 REALLY WOULD LIkE TO TRAVEL. I HAVEN鈥橳 SEEN ENOUGH OF THIS WORLD YET.
I WOULD LOVE TO GO TO AUSTRALIA, SOUTH-AMERICA, NEW YORk. THERE IS SO
MUCH TO SEE OUT THERE鈥�
(lARISSA, 27)


3. NEW FEMININITY

Girls Are not AfrAiD to show their feminine siDe AnYmore.
spenDinG A lot of time AnD moneY on Your AppeArAnce is
not somethinG to be AshAmeD of

鈥楢 FRIEND SAID TO ME: I THINk IT鈥橲 FASCINATING TO SEE HOW LONG
YOU ARE BUSY DOING YOUR MAkEUp. HOW LONG CAN IT TAkE?
I HAVE TO ADMIT I NEED MUCH TIME FOR THAT. I CAN EASILY SpEND
HALF AN HOUR ON ONLY HAIR AND MAkEUp鈥�
(ESTHER, 24)

鈥業 LOVE CLOTHES. I FIND IT IMpORTANT TO ALWAYS WEAR NICE AND
NEW CLOTHES. AND I NEVER LEAVE MY HOUSE WITHOUT WEARING MAkEUp鈥�
(VIVIAN, 25)

W
IF
E
A
N
D
M

1970
O
TH
ER
CA
RE
ER
W
O
M
2009

A
N
H
ER
SE
LF

THE pRESENT GENERATION GIRLS IN THEIR MID
TWENTIES IS THE BREAkING pOINT

THEIR MOTHERS WERE THE FIRST GENERATION
EMANCIpATED WOMEN

THE UpBRINGING OF THESE GIRLS IN COMBINATION WITH
RECENT DEVELOpMENTS IN THEIR ENVIRONMENT CHANGED
THEIR ATTITUDES

鈥榃OMAN IS CONFRONTED WITH THE NECESSITY
OF EMANCIpATING HERSELF FROM EMANCIpATION,
IF SHE REALLY DESIRES TO BE FREE鈥�
(EMMA GOlDMAN)

FACILITATORS OF THE 鈥楳贰-罢贬滨狈碍滨狈骋鈥�

FACIlITATORS OF THE 鈥楳贰-罢贬滨狈碍滨狈骋鈥�

1. pOST FEMINISM

the tArGet Group wAs rAiseD in times of the post feminism
A new kinD of empowerment, thAt is ADJusteD to the sociAl
context of present-DAY

cornerstones Are inDepenDence, inDiviDuAl choice,
(sexuAl) pleAsure, consumer culture AnD the reneweD
focus on the femAle boDY


SEx AND THE CITY

proGrAms like 鈥榮ex AnD the citY鈥� plAY A mAJor role in
spreADinG the post feminism Girls mirror themselves
in the chArActers who鈥檚 lives consist of shoppinG,
lunch AnD GoinG out men Are chAnGeD like outfits

鈥楬E WAS LIkE THE FLESH
AND BLOOD EqUIVALENT
OF A DkNY DRESS;
YOU kNOW IT鈥橲 NOT YOUR
STYLE BUT IT鈥橲 RIGHT THERE,
SO YOU TRY IT ON ANYWAY鈥�
(CARRy, SEx AND THE CITy)

鈥業 THINk IT IS BEST NOT TO BE
FINANCIALLY DEpENDENT UpON
YOUR pARTNER, SOMETHING THAT
MY MOTHER DID NOT MAkE SURE OF.
TO ME THAT IS VERY IMpORTANT鈥�
(ROOS, 24)


2. FINANCIAL INDEpENDENCE

for increAsinGlY more women hAvinG An own
cAreer is self eviDent more AutonomY over finAnciAl
resources hAs teAcheD them to think for themselves

PERCENTAGE OF WORKING WOMEN bETWEEN THE AGE OF 15-64

source: wAGeinDicAtor.orG


鈥楢 stuDY of euromonitor internAtionAl shows thAt women Are
DominAtinG expenses more AnD more

reseArch in 70 mArket seGments AnD 35 countries showeD thAt
eArninGs of women increAseD with 82% between 1971 AnD 2001,
while men鈥檚 eArninGs onlY increAseD with 11%

this hAs influenceD their control over expenDiture pAtterns鈥�
source: molbloG.nl


3. BEING SINGLE IS Ok

the number of sinGles is still increAsinG
sinGles Are now sociAllY AccepteD

NUMbER OF SINGlES

source: cbs.nl

鈥楩IFTY YEARS AGO WOMEN HAD ONLY
ONE THING TO DO: MAkE SURE TO GET
A MAN. LUCkILY THESE TIMES ARE BEHIND
US AND HE CAN BE HAppY IF HE CAN
DRAG US INTO HIS CAVE鈥�
(COSMOPOlITAN)

NUMbER OF MARRIAGES

NOT ONly ARE THERE
lESS PEOPlE GETTING
MARRIED鈥�

source: cbs.nl

MEAN AGE OF WOMEN AT THEIR FIRST MARRIAGE

鈥HIS AlSO HAPPENS
AT A HIGHER AGE

source: cbs.nl


4. CONTACT NOT LIMITED TO pLACE OR TIME

Girls in their miD twenties Are the first GenerAtion
to use these technoloGies heAvilY


severAl recent Developments like the internet AnD mobile
phones hAve AltereD the collectivistic wAY of thinkinG of Girls

thAnks to webcommunities like hYves AnD fAcebook An
eveninG Alone At home Does not implicAte loneliness

not onlY plAtonic but Also romAntic relAtionships cAn
be mAintAineD without leAvinG home

reseArch shows thAt there is A GAp between miD twentY AnD
miD thirtY Girls. the former Group mAkes siGnificAntlY more
use of the opportunities thAt the internet hAs to offer.
the internet is pArt of their DAilY lives. theY look for
informAtion AnD new relAtionship

the number of DAtinG sites in the netherlAnDs AnD other
countries is still increAsinG in A fAst pAce.
the internAtionAl web is slowlY becominG 鈥楢 DiGitAl hiGhwAY to love鈥�
source: DAtinGfActs.web-loG.nl

鈥楽OMETIMES, WHEN I LEAVE MY CELL
pHONE AT HOME, I ALWAYS GO BACk
TO pICk IT Up. BECAUSE I CAN鈥橳 LIVE
WITHOUT MY CELL!鈥�
(NATASJA, 23)

IMPLICATIONS FOR MARKETING
AND COMMUNICATION

IMPlICATIONS FOR MARKETING AND COMMUNICATION

鈥榃E-FEELING鈥� VS. 鈥楳E-FEELING鈥�

鈥� The 鈥榳e-feeling鈥� has been replaced by a more individualisTic aTTiTude
鈥� young women indenTify Themselves no longer wiTh a cerTain
Group theY miGht be pArt of, theY follow their own neeDs
鈥� Therefore They should be approached as individuals insTead
of As Group members
鈥� generalisaTions like 鈥楾he wesTern woman鈥� are no longer relevanT


WHAT鈥橲 IN IT FOR ME?

鈥� iT is imporTanT To creaTe a clear and open adverTising
proposition thAt reflects exActlY whAt the ADDeD vAlue is for her
鈥� girls wonder: 鈥榳haT鈥檚 in iT for me?鈥�
鈥� They aTTach less value To whaT oThers Think


WORD OF MOUTH

鈥� wom has compleTely changed because of The inTerneT
鈥� whereas opinions abouT producTs used To be shared only
within the own sociAl environment, consumers cAn now
use bloGs AnD review sites to GAin As much informAtion
As theY Desire
鈥� This elemenT may Therefore noT be neglecTed in communicaTion

APPENDIx

IN DEpTH INTERVIEWS

20 one hour interviews
with Girls between 22 AnD 28
About their iDeAs AnD Ambitions

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