In Trends

Asia’s ‘alpha women’ drive spending

Becoming a parent drives Asian women to work harder and earn more, according to a study which says Asian women should not be seen as docile home makers but as “an economic powerhouse”.

Research by global agency J. Walter Thompson into “female capital” investigated the role of women as consumers and wealth creators around the world. A survey of more than 4,300 women in nine countries, including China and India, identified several Female Tribes, including one it termed “Asian Alphas”.

It said women can no longer be defined through the narrow lens of parental responsibility, and this was especially true in Asia where Gen X women in China and India are more likely than those in other countries to be their household’s biggest earner.

If anything, becoming a parent inspired them to work harder and faster than before: 87% of Indian working women and 84% of Chinese working women felt this, compared to a global average of 77%.

And women in these two countries also regarded themselves as being more ambitious – 69% of Indian women and 57% of Chinese women – than their male partners.

With 50% of Asian billionaires being female,  and one third of all CEOs in Thailand being female, Asia is home to a new generation of ambitious and financially empowered women. In fact, Asia boasts the highest ratio of female to male CEOs in the world.

But such success doesn’t come easily: JWT’s research showed that almost two-thirds (63%) of women in China and more than a half (53%) of women in India felt that their gender had held them back from professional opportunities.

(Source: Warc)

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