This talk looks at the changing role of women in developing markets and how this is being influenced - both through a global and the India / category view.

1. The Changing Role of Women in Developing Markets
Tim Jones / Hamsini Shivakumar - 9 March 2011

2. Overview Overview
Part One: The Macro View
• Tim Jones
• Programme Director - Future Agenda
Part Two: India and Personal Care
• Hamsini Shivakumar
• Director – Leapfrog Strategy Consultants
This talk looks at the changing role of women in
developing markets and how this is being influenced
- both through a global and the India / category view

3. Future Agenda Future Agenda
The Future Agenda is the world’s largest open foresight
programme that ran throughout 2010 and engaged expert input
from over 140 countries to give a unique global view

4. Today we are using a few of these to stimulate some
thoughts Future Agenda Insights
52 insights on the world in 2020 across six key areas are
now being used by companies around the world – today we are
looking at how a few of these apply to women

5. Imbalanced Population Growth Certainties
By 2020 we will add another 750m people to the planet,
most in places least able to accommodate them

6. Imbalanced Population Growth Certainties
Population growth will continue with the medium assumption
peaking at an extra 3bn around 2060

7. Asian Wealth Shift Certainties
The centre of gravity of global wealth is shifting
East with decreased influence for the US and Europe

8. Asian Wealth Shift Certainties
Year at which GDP of China and India pass those of other countries
Goldman Sachs 2005
The rise of China and India is happening far faster than many
experts have been predicted even recently

9. Asian Wealth Shift Certainties
The world’s centres of economic power in 2020 will be different
from today with India moving from #11 to #6

10. Ubiquitous Data Access Certainties
We will be connected everywhere - everything that can
benefit from a network connection will have one

11. Dense Cities Locality
As urban migration increases, efficient, densely
populated cities, not distributed options, are the
blueprints for more sustainable places to live

12. Richer Poorer Wealth
Widening differences in wealth between and within
urban and rural communities is extending the gap
between rich and poor - but they still need each other

13. Changing Fertility Global Initiatives
Six Global
Challenges, One Solution:
Women
Within this context, the future of women in
developing markets is a common focus for
a number of major international initiatives

14. Changing Fertility Global Initiatives
“Teach a man to fish, feed him for a lifetime
Teach a woman, she’ll teach her friends, start
a business, and pretty soon an entire village is
on the mend.”
.. and women are an increasingly high priority for
global charities seeking to change the status quo

15. Changing Fertility Changing Fertility
A major factor in future population imbalance is the variation in
fertility rates occurring in some regions

16. SHOW HUGE SHIFT IN FERTILITY IN IRAN, MAURITAUS ETC
Female Education
INSERT FERTILITY GRAPH FOR IRAN
In many areas female education is a driver of both
declining fertility and increasing economic activity

17. China Male / Female Ratio
As boys have been preferred in China over recent years, the
male/female ratio is shifting to 1.3:1 and hence changing the
future social power balance – towards women

18. Supporting quotes Women’s Wealth
“Women perform 66 percent of the world’s
work, produce 50 percent of the food, but
earn 10 percent of the income and own 1
percent of the property”
Gender Equality – The Big Picture, 2007
From a wealth perspective, improving the role of
women in the developing world is coming
from a challenging starting position

19. Microfinance Microfinance
Microfinance’s continued growth is impacting how many
(illiterate) women are taking greater control of money
in some key regions across the developing world

20. Mobile Money
In Africa, The Philippines and even Afghanistan, the rapid take up
of mobile payments is giving better access to cash

21. M-PESA
In Kenya, with 80% adoption M-PESA has put direct
and local spending power in the hands of women

22. New Middle Class
By 2020 1bn extra consumers will enter the middle class
with increasing spending power in some key countries

23. Leading Women in Business
FT Top 50 Business Women 2010 by Nationality
US
Europe
China
India
Singapore
Malaysia
Japan
Turkey
Saudi Arabia
Israel
Global economic growth is increasingly being led
by women, many of whom are in developing countries

24. The Four Drivers of Change
The role of women in developing markets is
being driven by four key drivers of change

25. India and Personal Care
The Changing Role of Women in Developing Markets:
India and Personal Care

26. Many Indias
Not one India
But many Indias

27. Growing Affluence
Growing affluence in India is both predicted and believed in and
so has created a mood of optimism

28. The Family Project
Building financial, social and cultural capital as a family is key to
the overall ‘Family Upward Mobility Project’

29. Female Influence
Control and influence over family spending and investments, not
personal income, is the source of Indian women’s empowerment

30. Family Influence
The majority female aspiration is to have a strong voice and
influence in family affairs via extra earning, exposure and
education: to assert self worth

31. Majority Ambition
The ambition for many women is also to be a
‘professional’ mother and home manager,
valued partner to her husband

32. Single Women
Do you plan to marry the
person you love?
Yes 58.8%
Men 57.7%
Women 60.3%
There is a small segment of single, working women among the
youth, showing slow-moderate growth

33. Change Leaders
A new generation of young women, born after 1991 will reshape
markets, as they have a completely different orientation to
consumption and brands

34. Smart Shopping
“Smart Shopping” is an emerging area of personal
interest, reward and expertise

35. Female Archetypes
Mother Goddess
Self-propelled
Achiever
Apsara Wife Force for change
Princess Queen
There are emerging feminine archetypes in India that are
changing the cultural DNA from the traditional view

36. Continued Contradictions
Despite the growing and visible empowerment
of women, the contradictions around violence,
literacy and harassment continue

37. Enhancing self The Four Drivers of Change
worth
Nuclear families
Reshaping the make women the
cultural fulcrum of the
archetypes family
Leading to a stronger voice in
family affairs
In India, women’s roles are changing towards making them
stronger contributors to the family and to society

38. Beauty As An Asset
In personal care in India there is high economic and
hence social value to ‘good looks’ so beauty is
well established as a tradable personal asset

39. Youthful Spirit
Premium is attached to youth and vitality and hence
in being a productive and positive member of
society throughout one’s life

40. Personal Makeovers
There is belief in the power of technology and
glamour experts to transform personal appearance
and so provide step change personal fortunes

41. Eternal Perfect Beauty
As in other regions, the personal care sector
in India is propelled by two powerful myths:
Eternal Youth and Perfect Beauty

42. Beauty Services
We see accelerated growth of beauty services and
brands from corrective procedures at the upper end
to maintenance activities at the lower end

43. Healthy Mobility
The need for vitality and positivity as a fundamental
underpinning of upward mobility unites consumer concerns on
health care, beauty care and emotional wellbeing

44. The Four Drivers In Personal Care
Upward
Social
Mobility
In summary, personal care is seen as a key force
for propelling individuals and families
on the path of upward social mobility

45. To discuss these views further please contact us:
tim.jones@futureagenda.org hamsini@leapfrogstrategy.com