Friday 27 April 2018

What makes it so tough in a woman's world?

Different generations of women view challenges in different ways, writes Paul Moran

(Stock picture)
(Stock picture)

Paul Moran

Last Friday marked the autumnal equinox, that day of the year when the sun is directly over the equator. In other words, the time when both day and night are of equal length - an equality of opposites.

This coincided nicely with Project Eve - a collaboration between Kantar Millward Brown and Ogilvy & Mather. The purpose was to understand and identify insights into the minds of females living in Ireland in 2017.

What are the modern challenges of being a woman? Who are the sources of inspiration? What are the latent and overt issues, the concerns and barriers that women see in society? What are their fears and frustrations? How has life changed? What does a 'female future' look like? How are women treated by the establishment, by the media, by marketing and advertising?

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