// JD Williams releases ‘Womankind’ state of the nation report highlighting how women aged 45 and over are feeling post-pandemic
// Looking to the future, the research revealed that there is still much to celebrate about reaching grown women status
Online retailer JD Williams has released its latest ‘Womankind’ state of the nation report which aims to highlight how women aged 45 and over are feeling post-pandemic and what their ambitions are for the coming year.
Working in association with Censuswide, JD Williams said it wanted to understand how the challenges of the past year have affected women’s opinions on their career, family, finance, and self-image.
When asked how they are feeling, 39% of women aged 45+ said they feel more confident than ever. Almost half of women this age feel they are now in their prime. This confidence increases with age as 43% of women aged over 65 say they feel ‘more confident than ever’. Proving that age really is just a number.
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However, despite these positive attitudes about self, the research revealed that grown women are still battling body confidence issues post pandemic. 37% of women say this has declined for them post lockdown, versus just 10% who claim their body confidence has improved since the pandemic.
Meanwhile, almost 70% of women stated that they cared what others thought about them, but this reduced with age.
Amanda Holden, who joined Davina McCall in becoming a JD Williams brand ambassador role last year, said: “The JD Williams Womankind report really underlines just how important it is for brands to empower, celebrate and support women post pandemic as they as they emerge with varying degrees of confidence. This new research shows that grown women do have insecurities and areas of self-doubt. The call to action is to celebrate women’s bodies more and work on that body confidence whatever their age.”
The report also delves into the emerging discussion of menopause. 84% of women think there should be an open conversation around it but more than half felt that menopause was still a taboo subject. Just over a third speak to their friends about it, however 17% say that they don’t know the right person to speak to about menopause.
JD Williams brand ambassador Davina McCall, comments: “Some really interesting insights coming from the Womankind report, obviously the subject of menopause is one that’s close to my heart and its fantastic that the report is packed with plenty of real insight from women on the subject. It’s no surprise that the overwhelming majority of women want a more open conversation around the subject, something I have been trying to normalise for some time. The menopause is something that every woman will experience and should not be considered ‘taboo’.”
Looking to the future, the research revealed that there is still much to celebrate about reaching grown women status. When asked about what matters to them right now, family and health was their number one priority followed by almost 60% revealing that financial security was more important to them than love and looks.
JD Williams emerged from the pandemic to relaunch as an online retailer that would serve as an ‘emporium of discovery’ celebrating womankind with marketing and ad campaigns fronted by Davina McCall and Amanda Holden.
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