What do women want in 2024? Take part in our survey and tell us!
Much has changed in 102 years for British women. It’s now widely accepted that"house, husband, kids” isn’t the only model of female fulfilment. Nor is “big job, expensive bag, buff boyfriend”. And if the noughties proved anything, it’s that having it all isn’t what it’s cracked up to be, either. So, what do women want now?
Much of British media, including social media, embraces cliches about different generations’ attitudes to life, and uses these to emphasise dividing lines that fuel the so-called “culture wars”. But our hypothesis, based on speaking with hundreds of women who read and use brands like Good Housekeeping, Red and Cosmopolitan, is that women of all ages - from Baby Boomers to Gen Z and everyone in between - have way more in common with one another than not, from their anxieties to their ambition.
From motherhood to midlife to menopause, women are not and never have been solely defined by their life stage. Nor, we think, by the year they were born.
As a reader of Good Housekeeping, you’ll know that GH has been role-modelling visions of women’s equality for over 100 years. Not for nothing, Virginia Wolf and Millicent Fawcett were early contributors to Good Housekeeping, then at the forefront of the fight for women’s suffrage. Early coverlines included Should Wives Have Wages, Some Questions on Divorce and, in 1927, Sex and the Single Woman. Decade after decade, GH women have tried and tested new ways of being, passing on new rights and valuable lessons to the next generation, working to free them from domestic drudgery.
By taking part in this survey, you’re helping to inspire a new, nationwide conversation about how women live in Britain today. We are trying to identify what ALL women need to thrive - beyond, of course, basic personal safety, good health and freedom from poverty, which are a given - regardless of their age or their life stage. We’re trying to unlock the wisdom of thousands of women like you and together come up with new answers to age-old questions, ultimately to create a brighter future for the girls of Generation Alpha that is free of both limiting beliefs and unrealistic expectations.
This is a big project, and we’d love as many women as possible to have their voices heard. So, once you’ve completed the survey (it should take about 15 to 20 minutes), please pass it on – to your daughter, granddaughter, niece or friend. Simply share this article or survey link to spread the word.
A huge thank-you in advance for taking part. And watch this space for updates, and news on the survey results, which we will also be using to inform the content you’ll see in the future from Good Housekeeping.
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