Research reveals that women wish more was done to empower them
Researchers took an in depth look into how the nation’s women feel about their position in society, what it means to be empowered as a female, and exactly who it is these women look up to, revealing a list of 100 iconic women across a number of categories including: business, sport, music, film and TV.
According to the Gingercomms study commissioned by skincare brand E45, only 55% of women admit to feeling strong, confident and empowered in day to day life, with over two-thirds (69%) in agreement that there are not enough female leaders in today’s society to look up to.
As a result, over four in five (86%) wish more was done to empower women, with the majority of UK females (89%) stressing the importance of complimenting one another and the positive effect this can have on their empowerment.
Following the findings, E45 has set out to show women just how special they are, whilst encouraging the celebration of others through their Straight Up Women campaign.
When asked what it means to be a straight up woman, honesty (63%), being straight-talking (61%) and having confidence (54%) came out on top – whilst just under half (46%) of women associated the term straight-up with having strength.
Confidence and self-belief (62%), kindness and support of others (61%) and the ability to stand up for what you believe in (59%) are the qualities that British women admire most in others, with over half naming their mothers as those they admire the most and associate with being straight up.
In a continued bid to celebrate confident, empowered and straight up women, the research identified who the most inspirational females are believed to be around the world. The Royals dominated the top spots in the iconic women category with Princess Diana at number one, Kate Middleton second and pop royalty Beyoncé voted third.
Holly Willoughby, Katie Piper, Nadiya Hussain and Love Island’s Dani Dyer were all voted as some of the most empowered and inspirational in the UK TV & Arts category, with other powerful British women such as Adele (music), Emma Watson (film) and Victoria Beckham (business) being voted amongst some of the top in their categories.
Brits also dominated the sports category, with Jessica Ennis-Hill, Ellie Simmonds and E45 brand ambassador Nicola Adams OBE all highlighted as inspirational females breaking down barriers in sport.
Nicola Adams OBE & E45 Ambassador said: “I’m thrilled to have been named by E45 as a Straight Up woman in sport; empowering women is so important, and I strongly believe that it is something we should all make a conscious effort to do in our day-to-day lives.”
“As a professional boxer, I’ve overcome inequality my whole career, I want women to feel like they are equal and empowered at all times, whether it be in the boxing ring or at their desk.”
E45’s Straight Up Women campaign coincides with the launch of the brand’s new Rich range. Staying true to E45’s ethos of uncomplicated skincare, the Rich range has everything dry skin needs to feel good; formulated with Evening Primrose Oil, known for its skin nourishing properties that help to lock and retain moisture within the skin. The new range contains no unnecessary colours or fragrances and provides deep moisturisation that lasts throughout the day.
Fulvia Baratelli, Category Marketing Manager at E45 said: “The research reveals the shocking numbers of British women who struggle with feeling empowered in today’s society. At E45, we want to express how important it is for women to take time out of their hectic lives to celebrate one another, reminding them just how straight up they can be.”