What makes Asian women different from their global counterparts? McCann Truth Central took up the challenge of knowing the answer to this question as they held discussions with 5,000 women across 11 Asian countries, held a total of 60 focus groups, dozens of interviews with experts and celebrity bloggers.
The result is a 10-point case study of the Asian woman – the changes they went through and how they reacted to these external factors.
The Unisex Identity
McCann found that 48% of Chinese women in their 20s agreed to this statement: “Sometimes you do things just to prove to yourself that you can.” That is 13% more than young Chinese men.
Called the ‘unisex identity’, this trend is about the light-hearted camaraderie and activity-based engagement without real sexual overtones. Essentially, it’s about being recognized as valuable members of the group. This trend tends to be more a reality in metros and a huge aspiration in small towns.
Now They Can Become
Another finding of the Truth Study is that Asian women place a higher importance on the motivation of “becoming” as opposed to Asian men and the global norm. This trend is founded in the need for personal development, greater independence and self-expression.
Some concrete examples of this trend are the reduction in family size across Asia and more women university graduates.
Thus, it is no wonder that 47% of Chinese young women agree with the statement: “We now find ourselves asking introspective questions like: who am I and what do I want”. That compares with only 34% of their male friends who are far less questioning about themselves and their future.
Full study can be viewed here: http://truthcentral.mccann.com/wp-content/uploads/2012/09/TruthAboutAsianWomen.pdf
