Hong Kong women more pessimistic

Women in Hong Kong are more pessimistic and face greater pressures than their counterparts in Taiwan and mainland China, a new survey has revealed. 

A study of 11,500 women across 26 cities by Starcom MediaVest, the media agency, shows women in the region have markedly different attitudes about their lives and expectations, which might require advertisers to rethink some of their strategies. 

For example, whereas older women in Taiwan are shown to be content and adept at connecting with their daughters via the internet, their counterparts in Hong Kong often feel disenfranchised and isolated from their families. 

Justin Low, Starcom MediaVest's brand reputation and communications director for Greater China, suggested those advertisers wanting to target older women could benefit from directing adverts at their daughters, urging them to spend more time with their mothers. "You can cater your ads to target another demographic to get them to purchase stuff for the demographic that you want," he said. 

Equally, younger women in Hong Kong are shown to find it hard to break through the glass ceiling because of entrenched hierarchies coupled with a lack of guidance and confidence, whereas women on the mainland feel there is no glass ceiling and they can advance as high as they want. 
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