American women across the generations often have very different attitudes and values. The pandemic and a variety of other factors have transformed women’s roles and perspectives — changes that marketers need to understand for smarter positioning and targeting

"American women, like those elsewhere in the world, have been disproportionately affected by the COVID-19 pandemic,” said Diane Crispell, senior consultant for GfK Consumer Life and author of the report. “Despite the disruptions to their jobs and families and resulting stress, they have a generally positive outlook and care about aspects of life that speak to a broader social conscience.”

Tune in as Diane offers specific insights and findings from her report that dive deep into the lifestyles, values and attitudes of American women.

Guests:

• Diane Crispell, Senior Consultant, GfK Consumer Life

Resources: The American Women Report

More on this episode:

• Get more details about this episode at www.gfk.com/en-us/thinking-ahead