Magazine article Marketing to Women: Addressing Women and Women's Sensibilities

Sports Make Women Feel Good about Selves

Magazine article Marketing to Women: Addressing Women and Women's Sensibilities

Sports Make Women Feel Good about Selves

Article excerpt

Women are more likely than men to participate in fitness activities but less likely to play organized sports, according to an Oxygen/Markle Pulse poll. Four in 10 men (41%) and 17% of women participate in sports, while six in 10 women (60%) and 41% of men exercise but don't participate in sports. Two in 10 women (20%) and 16% of men neither exercise nor participate in sports.

Both women who exercise and those who participate in sports are more likely than women who don't participate in either to feel confident about their weight. Nearly half of women who exercise and women who play sports (49% of each group) say they are at their ideal weight, while only 38% of women who neither exercise nor play sports believe they are at their ideal weight. Women who play sports are slightly less likely than women who exercise but don't play sports to believe they are overweight: 39% of women who play sports think so, versus 43% of women who exercise. More than half of sedentary women (52%) view themselves as overweight.

Women are more likely to believe that women's sports encourage Americans to accept a wider range of body types (45% of women and 36% of men say so), but men are more likely than women to say women's sports encourage viewers to see women's bodies as more than sex objects (41% of women and 47% of men say so). About half of women (47%) and men (50%) are concerned that seeing female athletes puts added pressure on women to make their bodies conform to certain standards.

Observing the success of women athletes has a positive impact on women's feelings about themselves as women, in a way that is not paralleled by men's relationship to male athletes. …

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