Page 15 - AeM_March_2019

RESEARCH, ANALYSIS & TRENDS

Chart 2. Expenditure of spare cash, men vs women % of consumers spending across categories

Source: The Conference Board Global Consumer Confidence Survey, in collaboration with Nielsen (Q4 2018)

The female consumer confidence index increased 12 percentage points vs Q4 2013), compared to 52% of
points over that time, from 91 in Q4 2013 to 103 in Q4 men. Meanwhile, women’s willingness to spend trails
2018. Despite women’s rising confidence levels, their male counterparts, with 47% saying now is a good
however, they remain slightly less optimistic than their time to buy the things they need and want, compared to
male counterparts (See chart 1). 53% of men. Women were slightly more inclined than
men to put their spare cash towards holidays (46% for
Asia Pacific boasts the world’s most optimistic women, women vs 45% for men), while both women and men
with a female consumer confidence index of 115 in Q4 share similar spending intentions when it comes to
2018, followed by North America with a female using their spare cash for out-of-home entertainment
consumer confidence index of 106. (37%) and home improvement (28%). (See chart 2).

“Women are accountable for $39.6 trillion or about 30% Women’s employment sentiment is also increasing,
of the world’s wealth, and by 2028 they will control close with more than half (53%) feeling optimistic about their
to 75% of discretionary spending worldwide,” says Marie job prospects for the next twelve months, compared to
Lalleman, Executive Vice President, Nielsen. “As 44% five years ago in 2013. However, women’s outlook
women’s financial independence increases, their views on job prospects trails men’s -- 60% of men feel
and sentiment around the economy and employment positive about their job prospects over the coming 12
prospects, and their willingness to spend, will have an months, compared to 50% five years ago in 2013.
exponentially greater impact on the global economy.”
By region, women in Asia Pacific were the most
Health and wellness is also playing a more central role in positive about their job prospects -- nearly two in three
the lives of women around the world. Around one quarter women (65%, up 3% since 2013) believe their job
of women (24%) ranked health as their top concern in prospects in the coming 12 months are good or
Q4 2018, followed by the economy (24%), job security excellent, followed by North America (54%, up 19%
(19%) and work-life balance (17%). Conversely, the since 2013), Africa and Middle East (40%, up 3% since
economy was the chief concern for men globally (30%), 2013) and Europe (33%, up 12% since 2013).
followed by health (22%), job security (19%) and work- Conversely, women in Latin America are facing
life balance (19%). declining confidence in their job prospects, with just
34% of women feeling positive about their job
Women around the world are also increasingly focused prospects in Q4 2018, compared to 39% in Q4 2013.
on building their financial stability -- after covering their
essential living expenses, 51% of women say they Across all regions globally men were more optimistic
allocate their spare cash to savings in Q4 2018 (up 4 about their job prospects than women. Mexico topped

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