Virgin Books

New Female Tribes - Rachel Pashley

How do you see women? And how do they see themselves? In her role as Head Strategist at the world famous advertising agency J. Walter Thompson, author Rachel Pashley decided to find out. In a global survey orchestrated over five years, over 8,000 women responded, aged seventeen to seventy across 19 countries. The results make fascinating reading. Working with the results, Pashley defines four key 'female tribes: Alphas (focusing on achievement and career); Hedonists (focused on pleasure and self-development); Traditionalists (women whose chief focus is home and children); Altruists (women who focus on community and environment). She also asked about women's values and measures of success. Interestingly, those with more assertive values came from India and Saudi Arabia, while measures of success the world over did not necessarily include marriage or children. As women become more and more empowered, politically and economically, it is clear that their lot is changing across the globe. This book will prove essential reading to all those who seek to better understand women's dreams, ambitions and goals.

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