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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
     • Hamsini Shivakumar
       • Director – Leapfrog Strategy Consultants


              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
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
Asian Wealth Shift                                                        Certainties




     Year at which GDP of China and India pass those of other countries
     Goldman Sachs 2005




   The rise of China and India is happening far faster than many
             experts have been predicted even recently
Asian Wealth Shift                                        Certainties




 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




                                        Six Global
                                        Challenges, One Solution:
                                        Women


                     Within this context, the future of women in
                     developing markets is a common focus for
                     a number of major international initiatives
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 ETC
                                                                                        Female 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”

                             Gender Equality – The Big Picture, 2007




            From a wealth perspective, improving the role of
               women in the developing world is coming
                  from a challenging starting position
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
                                                              Turkey
                                                              Saudi Arabia
                                                              Israel




   Global economic growth is increasingly being led
by women, many of whom are in developing countries
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
Many Indias




 Not one India
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
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
Female Archetypes


                    Mother     Goddess
                                                Self-propelled
                                                   Achiever




                    Apsara     Wife           Force for change
Princess   Queen




There are emerging feminine archetypes in India that are
  changing the cultural DNA from the traditional view
Continued Contradictions




Despite the growing and visible empowerment
of women, the contradictions around violence,
       literacy and harassment continue
Enhancing self            The Four Drivers of Change
                             worth




                                                     Nuclear families
   Reshaping the                                     make women the
      cultural                                        fulcrum of the
    archetypes                                            family




                   Leading to a stronger voice in
                           family affairs


In India, women’s roles are changing towards making them
      stronger contributors to the family and to society
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:
tim.jones@futureagenda.org   hamsini@leapfrogstrategy.com

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The Changing Role of Women in Developing Markets

  • 1. The Changing Role of Women in Developing Markets Tim Jones / Hamsini Shivakumar - 9 March 2011
  • 2. Overview Overview Part One: The Macro View • Tim Jones • Programme Director - Future Agenda Part Two: India and Personal Care • Hamsini Shivakumar • Director – Leapfrog Strategy Consultants 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
  • 3. 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
  • 4. 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
  • 5. Imbalanced Population Growth Certainties By 2020 we will add another 750m people to the planet, most in places least able to accommodate them
  • 6. Imbalanced Population Growth Certainties Population growth will continue with the medium assumption peaking at an extra 3bn around 2060
  • 7. Asian Wealth Shift Certainties The centre of gravity of global wealth is shifting East with decreased influence for the US and Europe
  • 8. Asian Wealth Shift Certainties Year at which GDP of China and India pass those of other countries Goldman Sachs 2005 The rise of China and India is happening far faster than many experts have been predicted even recently
  • 9. Asian Wealth Shift Certainties The world’s centres of economic power in 2020 will be different from today with India moving from #11 to #6
  • 10. Ubiquitous Data Access Certainties We will be connected everywhere - everything that can benefit from a network connection will have one
  • 11. Dense Cities Locality As urban migration increases, efficient, densely populated cities, not distributed options, are the blueprints for more sustainable places to live
  • 12. 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
  • 13. Changing Fertility Global Initiatives Six Global Challenges, One Solution: Women Within this context, the future of women in developing markets is a common focus for a number of major international initiatives
  • 14. 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
  • 15. Changing Fertility Changing Fertility A major factor in future population imbalance is the variation in fertility rates occurring in some regions
  • 16. SHOW HUGE SHIFT IN FERTILITY IN IRAN, MAURITAUS ETC Female Education INSERT FERTILITY GRAPH FOR IRAN In many areas female education is a driver of both declining fertility and increasing economic activity
  • 17. 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
  • 18. 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” Gender Equality – The Big Picture, 2007 From a wealth perspective, improving the role of women in the developing world is coming from a challenging starting position
  • 19. 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
  • 20. Mobile Money In Africa, The Philippines and even Afghanistan, the rapid take up of mobile payments is giving better access to cash
  • 21. M-PESA In Kenya, with 80% adoption M-PESA has put direct and local spending power in the hands of women
  • 22. New Middle Class By 2020 1bn extra consumers will enter the middle class with increasing spending power in some key countries
  • 23. Leading Women in Business FT Top 50 Business Women 2010 by Nationality US Europe China India Singapore Malaysia Japan Turkey Saudi Arabia Israel Global economic growth is increasingly being led by women, many of whom are in developing countries
  • 24. The Four Drivers of Change The role of women in developing markets is being driven by four key drivers of change
  • 25. India and Personal Care The Changing Role of Women in Developing Markets: India and Personal Care
  • 26. Many Indias Not one India But many Indias
  • 27. Growing Affluence Growing affluence in India is both predicted and believed in and so has created a mood of optimism
  • 28. The Family Project Building financial, social and cultural capital as a family is key to the overall ‘Family Upward Mobility Project’
  • 29. Female Influence Control and influence over family spending and investments, not personal income, is the source of Indian women’s empowerment
  • 30. 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
  • 31. Majority Ambition The ambition for many women is also to be a ‘professional’ mother and home manager, valued partner to her husband
  • 32. 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
  • 33. 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
  • 34. Smart Shopping “Smart Shopping” is an emerging area of personal interest, reward and expertise
  • 35. Female Archetypes Mother Goddess Self-propelled Achiever Apsara Wife Force for change Princess Queen There are emerging feminine archetypes in India that are changing the cultural DNA from the traditional view
  • 36. Continued Contradictions Despite the growing and visible empowerment of women, the contradictions around violence, literacy and harassment continue
  • 37. Enhancing self The Four Drivers of Change worth Nuclear families Reshaping the make women the cultural fulcrum of the archetypes family Leading to a stronger voice in family affairs In India, women’s roles are changing towards making them stronger contributors to the family and to society
  • 38. 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
  • 39. Youthful Spirit Premium is attached to youth and vitality and hence in being a productive and positive member of society throughout one’s life
  • 40. Personal Makeovers There is belief in the power of technology and glamour experts to transform personal appearance and so provide step change personal fortunes
  • 41. Eternal Perfect Beauty As in other regions, the personal care sector in India is propelled by two powerful myths: Eternal Youth and Perfect Beauty
  • 42. 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
  • 43. 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
  • 44. 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
  • 45. To discuss these views further please contact us: tim.jones@futureagenda.org hamsini@leapfrogstrategy.com