LHBS constantly collects signs of changing behavior in culture, markets, and technology. One of the key demographics involved in these changes is young women. Through researching what is driving values and decisions– and therefore needs– of young women today, some of the most significant factors at play are perhaps found in their prevailing attitudes towards work and career. We would like to share some of our research into the work and career of young women, which explores several important trends and trajectories of this important demographic, and offers some of the implications for businesses looking to establish a working environment where young women feel not only valued, but also positively challenged.

1. 10.03.2015
WORK AND CAREER
YOUNG WOMEN

2. LHBS constantly collects signs of changing behavior in culture,
markets, and technology. One of the key demographics involved
in these changes is young women.
Through researching what is driving values and decisions– and
therefore needs– of young women today, we have determined
that some of the most significant factors at play can be found in
their prevailing attitudes towards work and career.
INTRODUCTION
2

3. WHAT IS HAPPENING

4. YOUNG WOMEN: WORK AND CAREER
4
While the younger generations often evoke the negative stereotypes of laziness, inexperience,
and entitlement, many more recent studies have shown the stereotypes to be largely unfounded.
In reality, young women today are actually the most educated, independent, innovative of all
previous generations. In turn, they are taking these faculties to the workplace.
For young women today, the notion of a career has changed drastically. They find themselves on
a more level playing field: the wage gap is narrowing, and they are increasingly holding positions
of power and responsibility. In these new roles, young women are influencing major shifts in
workplace culture and expectations.
Young women’s influence will continue to be felt as by 2025, their generation will become 75
percent of the global workforce.
THE BACKGROUND

5. WORKING TO LIVE RATHER THAN LIVING TO WORK
5
As they have lived through various degrees of economic crisis as young adults, young women
today are cautious in planning their careers, weighing security against sacrifice, ambition against
family, etc. For this continual process of negotiation, they are well-equipped: young women are
actually the most educated, independent, innovative of all previous generations.
Today, young women are known for valuing creativity and meaningful social change over
financial reward and collaboration over individual power. A relationship-oriented group, they
want to work where they are valued and providing value.
At the end of the day, one of their most significant priorities is finding balance and meaning in
what they do. Establishing a work-life balance becomes paramount to not only security and job
satisfaction, but happiness and self-satisfaction, as well.
THE NARRATIVE

6. 6
YOUNG WOMEN:
WORK & CAREER FREEDOM AND
FLEXIBILITY
CLIMBING THE
CORPORATE
LADDER
WORK LIFE
BALANCE
CREATIVITY
6.
MEANING
WORKING TO
LIVE RATHER
THAN LIVING
TO WORK
1.
FREEDOM &
FLEXIBILITY
2.
CLIMBING
THE
CORPORATE
LADDER
3.
WORK - LIFE
BALANCE
4.
CREATIVITY
5.
IMPACT
From our continual research into the
intersection of culture, technology,
and markets, we have identified six
categories that describe the most
significant aspects of this highly
influential demographic.
When examined as a whole, these
categories show that young women
today are working to live rather than
living to work.

7. 1. FREEDOM & FLEXIBILITY

8. *Source: „Place your link here“
FREEDOM & FLEXIBILITY
Trusting themselves more than anyone
else, young women are ambitious, but
want to work and pursue career
ambitions according to their own terms.
They connect empowerment with
independence, overwhelmingly
confident in their abilities to set goals
and solve problems for themselves.
Today, even while seeking success, young
women value freedom and flexibility
often more than financial reward. A new
favorite career choice has emerged for
young women: working for themselves or
launching their own business.

9. Women-owned entities in
the formal sector represent
approximately 37% of
enterprises globally
*Source: https://hbr.org/2013/09/global-rise-of-feentrepreneurs

10. 80% believe that a
flexible work
environment is important
for the next generation of
women
Younger women and
older women alike want
the option to shift their work
hours to accommodate their
own schedules and are
interested in working outside
the office where they can stay
connected by way of
technology
*Source: https://www.instapaper.com/read/555189921 http://www.slideshare.net/linkedin/linked-in-what-women-want-work

11. Maybe abroad for a bit
Young people
expect job mobility
and want the opportunity
to experience overseas
assignments – 80% would like
to work abroad and 70%
expect to use other
languages during their
career
*Source: http://www.pwc.de/de_DE/de/prozessoptimierung/assets/millennials_at_work_report08.pdf

12. 2. CLIMBING THE
CORPORATE LADDER

13. CLIMBING THE
CORPORATE LADDER
As the wage gap narrows and young
women gain more power in society, they
continue to question social norms. They
are more likely to challenge established
conventions when it comes to work ethic
and attitude.
Women are still choosing ambitious
careers and climbing the ladder; yet
others are creating a ceiling to focus on
family, personal development and other
down-to-earth pursuits.

14. 77% of women consider their
career a success
*Source: http://www.slideshare.net/linkedin/linked-in-what-women-want-work

15. In Hungary, South
Africa and the US women
are awarded 68, 61, and
60% of tertiary degree
qualifications
respectively
Globally women now
account for a majority of
students in 93 countries
while men are favored in
only 46
*Source: http://www.pwc.com/gx/en/women-at-pwc/internationalwomensday/next-gen-diversity-publication.jhtml

16. 70% want to see more women
at the top
*Source: http://www.slideshare.net/linkedin/linked-in-what-women-want-work

17. 56% say that a high
salary meant success
5-10 years ago
Only 45% see it as a
success now
*Source: http://www.slideshare.net/linkedin/linked-in-what-women-want-work

18. 43% said they would slow down
their career path when they have
kids
*Source: http://www.slideshare.net/linkedin/linked-in-what-women-want-work

19. 3. WORK - LIFE BALANCE

20. WORK - LIFE BALANCE
As a majority of young women have
adapted career paths to integrate their
life and work in a more meaningful way,
they are prioritizing flexible working
hours and time for family and leisure.
The cry for a better balance between
work and life is deeply rooted in their
generational attitudes and behaviors.
Their new flexibility is allowing young
women to restore their sense of balance
throughout the day through small tasks
and soothing rituals.

21. 97% identify the work-life
balance as important–74%
as very important
Flexible working hours are
preferred over financial
benefits
*Source: http://www.pwc.com/gx/en/women-at-pwc/internationalwomensday/next-gen-diversity-publication.jhtml

22. Only 39% say
that it was
important 5-10
years ago
63% say the success means
work - life balance
*Source: http://www.slideshare.net/linkedin/linked-in-what-women-want-work

23. 44% find it difficult to balance
work and family
*Source: http://www.slideshare.net/linkedin/linked-in-what-women-want-work

24. 4. MEANING

25. MEANING
More than more traditional indicators of
success, young women are increasingly
seeking meaning in their work, as
meaning gives them not only job
satisfaction but satisfaction with their
lives.
As a result, women are requesting more
flexible schedules seeking different work
responsibilities, or even changing career
paths in order to make time to dedicate
themselves to what they find meaningful.

26. Young women
want their work to have a
purpose, to contribute
something to the world and
to be proud
of their employer
*Source: http://www.pwc.com/gx/en/women-at-pwc/internationalwomensday/next-gen-diversity-publication.jhtml

27. 58% of young working
women said they
would avoid working in a
particular sector solely because
they believe it had a negative
image. Image is a stronger
influencer of more women
than men
*Source: http://www.pwc.com/gx/en/women-at-pwc/internationalwomensday/next-gen-diversity-publication.jhtml

28. 5. CREATIVITY

29. CREATIVITY
Young women are known for being career
jugglers, who take on second or third jobs,
not just to pay the bills, but in order to
better express their creativity.
This phenomenon has been dubbed the
“slash generation” made up of young people
devoting themselves to several ongoing jobs
(paralegal/actress, publicist/DJ, advertising
executive/gluten-free baker).
One recent trend sees young women
flocking to high tech and communications
industries, where their high capacity for
creativity and collaboration is finally being
treasured.*Source: http://www.nytimes.com/2014/12/07/fashion/the-lives-of-millennial-career-jugglers.html?_r=1

30. In the US 75% are
strongly influenced by
how innovative and
creative the company is
*Source: http://www.bcg.com/documents/file121010.pdf

31. 6. IMPACT

32. IMPACT
Young women are high achievers who
expect organizations they are involved in
to have an equally high ambition–
whether it is for innovation, creativity,
social causes, or the way business is
conducted.
Young women are also eager to give
back. They are distinguished by their
willingness to give money to charity,
volunteering, and supporting causes that
align with their values and personal
beliefs.
*Source: http://www.huffingtonpost.com/courtney-spence/millennials-creativity_b_3055101.html

33. 62% want to work for a company
that makes a positive impact
*Source: http://www.theguardian.com/sustainable-business/2015/jan/15/employers-social-environmental-business-practices-survey

34. 53% “would work harder if they
were making a difference to
others”
*Source: http://www.theguardian.com/sustainable-business/2015/jan/15/employers-social-environmental-business-practices-survey

35. A strong majority – 84% –
agreed that it was their
responsibility to improve the
world through their lifestyle
*Source: http://www.theguardian.com/sustainable-business/2015/jan/15/employers-social-environmental-business-practices-survey

36. WHY IS IT RELEVANT

37. NEW PATHS TO
LEADERSHIP
Around 60 percent admire a woman leader but would
prefer to take a different path to leadership or are not
willing to make the same sacrifices to achieve leadership
KEY INDICATORS
37
SCALE OF INFLUENCE
By 2025, Millennial Generation will represent 75% of the
global workforce
MORE TO BE DONE
Only about 20 percent of both men and women would like
to emulate the career paths of at least one current woman
leader in their companies
*Source: http://bpwfoundation.org/documents/uploads/YC_SummaryReport_Final.pdf http://www.bentley.edu/centers/center-for-women-and-business/millennials-workplace

38. SUMMARY
38
Young women are a well educated, ambitious generation who are determining their own career
trajectories based on their values, and they are seeking careers which do not make them
sacrifice their personal growth for their professional growth. As such, they are seeking ways for
both aspirations in work and in life to co-exist.
It is in this context that we see young women finding balance and independence through working
to live instead of living to work. They do not want to have it all, but rather try it all. They want
build their life out of authentic experiences through milestones of their own choosing.

39. IMPLICATIONS
39
1. THE WORKING FAMILY 2. POSITIVE FEEDBACK
3. MULTIPLE LADDERS 4. GIVING BACK

40. IMPLICATIONS
40
1. THE WORKING FAMILY
As young women are seeking out balance in their careers,
employers need to create a strong team-oriented culture
in the workplace and appeal to young women’s need for
balance and independence through interoffice flexibility
and collaboration.
- IBM, Microsoft, and Google are combining heavy use of
telecommuting with flexible work schedules
- Activities are key: LifeSize employees play volleyball at
midday, while Patagonia gives its employees flexible
hours so they can go surfing
- Virgin and Netflix offer ‘unlimited holidays’– not so
employees can go on year-round vacation, but to
establish a trust relationship between the employee
and the company
2. POSITIVE FEEDBACK
By establishing a culture that gives women ample
opportunities to express their needs and priorities,
companies can take less of a top-down approach in their
workplace dynamics in order to positively incorporate
both needs and shared learnings into the way it operates
on a daily basis.
- To encourage non-hierarchical collaboration and
feedback, Facebook is now building the largest open-
plan office in the world
- Google offers standing desks as part of its employee
wellness program
- Mentoring programs are also useful tools for attracting
and retaining talented, ambitious young women– such
as PepsiCo’s "Conn3ct" program, which connects
executive sponsors with Millennial mentees

41. IMPLICATIONS
41
3. MULTIPLE LADDERS
Young women’s high standards for achievement demand
organic, dynamic spaces for professional and personal
growth. Companies can implement multiple time frames
for ascending the ladder into management roles in order
to give young women the time and space for important
milestones of self-discovery such as motherhood.
- Apple has given its employees longer parental leave,
many more have implemented on-site child care for
when women come back to work
- Credit Suisse started its “Real Returns” program, giving
women ten-week “returnships” to help women adjust
to returning to the office after extended time from their
professional life, aiming to permanently retain 70
percent of them
4. GIVING BACK
As young women are often looking to contribute
something to the world, by giving back through
volunteering time, skills and money, employers can
facilitate this, by donating time, resources, or establishing
CSR programs. If possible, this ‘giving back’ can be related
to an employees work to give an added value.
- Apple matches employees for time spent on
philanthropic endeavors, paying up to $25 per hour of
non-profit work, while 3M and LinkedIn offer
employees time every week to work on a project of
their choosing
- NetApp has an Adoption Assistance plan that
reimburses some of the adoption expenses for its
employees who choose this route to parenthood

42. GET IN TOUCH
42
Our summary of the theme Work and Career is only one aspect of the extensive research we
have done into the major trends, values, and needs of young women today. If you would like to
know more about this influential demographic, from insights to opportunities for brands and
business, please get in touch.
LHBS Consulting Berlin GmbH
Köpenickerstraße 154
10997 Berlin
Germany
http://www.lhbs.com

43. Impressum
Die in dieser Präsentation dokumentierten Gedanken und Vorschläge sind geistiges Eigentum der
LHBS Consulting Berlin GmbH und unterliegen den geltenden Urhebergesetzen. Die unautorisierte Nutzung,
die ganze oder teilweise Vervielfältigung sowie jede Weitergabe an Dritte ist nicht gestattet.
LHBS Consulting Berlin GmbH
Köpenicker Straße 154
10997 Berlin Germany
lhbs.com