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

Young Women Worry about Looks and Grades. (Looks Matter)

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

Young Women Worry about Looks and Grades. (Looks Matter)

Article excerpt

Young women age 16-24 say looking good is a key factor in feeling good about themselves, and receiving a compliment on how they look boosts their self-confidence, according to Y-Access/Beats Per Minute. The three most important steps young women take every day to feel better about themselves are picking out a "cool outfit," wearing makeup, and exercising.

The results of this study support a similar finding in the University of Michigan study outlined at left, which indicates that women's self-confidence is closely tied to their appearance.

Academic and professional success are also crucial in making young women feel good about themselves (see table on page 3).

Appearance ranks second only to academic success in young women's minds. The top worry among girls and women age 16-24 is grades (61%), nearly tied with weight (60%). When asked about challenges they face, young women cite pressure to be thin or look good (39%), followed by achieving self-respect/liking who they are (31%).

Young women are unhappy with images of women in the media, saying they're too skinny (40%), too "put together' (34%), and "ditzier" than [real] people their age (12%). Young women want to see women their age shown as smart (75%) and successful (54%). [YOUTH, OPINION]

SOURCE

Beats Per Minute, Vol. 4 Issue 1, January 2003, published by YAccess, 54 Canal St., 4th Fl., Boston, MA 02114; phone: 617-723-8929; e-mail: bpm@y-access.com

Factors That Make Women Age 16-24 Feel Good About Themselves

(Rated very or somewhat important)


Getting good grades                93%
Doing well at work                 90%
Doing a good deed/charitable act   80%
Having a special talent            73%
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