New Female Tribes

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With over 20 years spent in global marketing and advertising, Rachel Pashley specialises in female insight across cultures. For the past 11 years she has been employed at J Walter Thompson London as a Group Planning Head/Strategist. As a feminist writer, Rachel contributes to the Independent as well as a host of consumer titles and influential blogs. In 2016 Rachel executive produced Her Story: The Female Revolution with Films of Record and BBC World News, while combining her producer role for JWT Entertainment with public speaking for a wide range of events. Rachel lives in London. Twitter: @RachelP21

How do you see women? Interestingly, those with more assertive values came from India and Saudi Arabia, while measures of success the world over did not necessarily include marriage or children. As women become more and more empowered, politically and economically, it is clear that their lot is changing across the globe. How do you see women? And how do they see themselves? In her role as Head Strategist at the world famous advertising agency J. Walter Thompson, author Rachel Pashley decided to find out. In a global survey orchestrated over five years, over 8,000 women responded, aged seventeen to seventy across 19 countries. The results make fascinating reading. Working with the results, Pashley defines four key female tribes: Alphas (focusing on achievement and career); Hedonists (focused on pleasure and self-development); Traditionalists (women whose chief focus is home and children); Altruists (women who focus on community and environment). She also asked about womens values and measures of success. Interestingly, those with more assertive values came from India and Saudi Arabia, while measures of success the world over did not necessarily include marriage or children. As women become more and more empowered, politically and economically, it is clear that their lot is changing across the globe. This book will prove essential reading to all those who seek to better understand womens dreams, ambitions and goals.

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