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Grazia 10 – ‘The Game Changers: The women who went from wanting it all to changing it all’ looks in depth at ABC1 women aged 25-44
LONDON, February 24 2015: Bauer Media, home to entertainment brands including KISS, heat, Absolute Radio, Grazia and The Debrief, has today launched Grazia 10 – The Game Changers: The women who went from wanting it all to changing it all, the second research piece from its audience insight series Bauer Knowledge. The in-depth study reveals that women are redefining their own paths to success for every aspect of their lives, including careers and relationships, and are often choosing happiness over material gain.
The insight sheds light on the lives of ABC1 women aged 25-44, looking at their behaviours and attitudes and how their relationships with media and brands are evolving. The launch coincides with the 10th anniversary of Grazia, with participants taking part in monitored sessions with friends at home, questionnaires and online diaries and discussions. One-to-one interviews with highly influential women including Lindsay Pattison, CEO of Maxus, Claudine Collins, MD of MediaCom UK, and Justine Roberts, Founder of Mumsnet, also informed the study.
The research reveals that women are re-defining what success means to them and that achieving success is principally about gaining a happy balance across home, work and relationships – they are now more likely to follow their passion rather than pragmatism. Headline findings include:
With their attitudes to life changing, women now have more disposable income and control over their finances. The modern work place is increasingly setting the style agenda for smart, modern women who are indulging their passions for fashion soft spots as an antidote to their busy lives. This is reflected in the online behaviour of ABC1 women aged 25-44:
Clare Chamberlain, Head of Creative and Brand Solutions, Bauer Media said: “Our ambition with this research was to really get under the skin of this highly valuable audience and to provide our commercial partners with unparalleled insight into their lives and views. Brands can engage with ABC1 women aged 25-44 by providing fresh inspiration, playing a meaningful role in their lives and adapting to their busy schedules – these are some of the busiest people on the planet, so don’t expect attention, earn it!”
Anne-Marie Lavan, Group Marketing Director, Bauer Media, said: “‘The Game Changers: The women who went from wanting it all to changing it all’ uncovers ABC1 women aged 25-44 as a demographic who feel in control of their own destiny and equipped to cope with challenges they will face in carving out success for themselves. As we celebrate the 10th year anniversary of Grazia, it’s fascinating to see how brands can play an integral part in this influential group’s world, as women continue to demand more from these relationships.”
Bauer Knowledge is the home of unparalleled audience insight from Bauer Media. Grazia 10 – ‘The Game Changers: The women who went from wanting it all to changing it all’ is the second report in the Bauer Knowledge series of in depth studies into key audiences. Bauer Knowledge: The Millennials Chapter was released last month.
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For further information, please contact:
Eleanor Crossman and Gemma Mejer at MWW
T: 0207 046 6080
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