LONDON, July 18, 2014 /PRNewswire/ --
- Technology is powering the 'Career Lift', new research reveals -
- Almost a third (29%) think the career ladder is 'out of date'
- 85% say the internet is creating a new generation of female digital role models
- 56% say young women are more confident now than ever before
Contrary to the common portrayal of today's twentysomethings as celebrity obsessed selfie-takers, a new study released today by NIVEA reveals the rise of the Happenista, a generation of young women rejecting the traditional career ladder in favour of a technology powered 'career lift.'
As part of a wider campaign to celebrate the confidence that comes from feeling good in your skin, NIVEA developed the Bringiton study, questioning more than 2,700 UK women aged 18 to 30 on subjects including education, career and success.
Unlike previous generations, the value placed on qualifications is questioned by today's young women. 87% say 'education is no guarantee of success', while 69% agree you can 'learn more on the shop floor than in the classroom'. Almost a third (29%) think the traditional career ladder and 'working through the ranks' is out of date, while 94% believe professional success 'can come at any age'.
Not surprisingly technology is fuelling female ambition, with 84% using social media to 'get my ideas out there'. 83% believe technology can speed career success, while 85% agree the internet is creating a new generation of female digital role models. Even the ubiquitous selfie may be on the wane, with 76% declaring them 'over', preferring instead to point their camera outwards.
"Technology is powering the career lift, rather than the rigid career ladder of the past" said Women's Coach of the Year Jenny Garrett, who helped to analyse the research. "Female film makers go from You Tube to Soho or even Hollywood in just a few years. Beauty bloggers review make up ranges, and go on to design their own. This contraction of 'career time served' is of huge appeal to a generation brought up with the immediacy of a digital world, with bloggers and vloggers now just as likely to inspire young women as 'traditional' professionals."
More than half (56%) of respondents believe that 'women now are more confident than ever before' with an overwhelming 97% agreeing confidence 'comes from within, it's about feeling comfortable in your own skin'. 55% are calling on their peers to 'stop worrying about not being perfect'. 88% agree they have more opportunities than their mums' generation and 63% want to be their own boss. 46% claim being female 'makes no difference' to their career prospects.
Garrett continued: "After the beer drinking ladettes and trophy WAGs of the nineties and noughties, the NIVEA study suggests we're witnessing the success of a breed of young women that's been emerging for some time - I like to call them Happenistas. They make things happen, with their own individual style without approval or support, they just say 'bring it on'."
Typical of the Happenista attitude is 29 year old British film director MJ Delaney, who collaborated with NIVEA to make a film to launch the summer long #Bringiton campaign. Celebrating the fearless attitude and confidence of young women who grab life and live it the way they want to, the film features girls seaside skinny dipping, cross country mountain biking and roller skating.
Commenting on the partnership NIVEA spokeswoman Natasha Abrams said: "This generation of Bring It On girls don't need brands to tell them what to do or how to do it. Our role is simply to help them feel confident in their own skin, so they can get on with the things in life that are important to them, whether those things be creative, pioneering or simply fun."
For more information, including top 10 celebrity role models, the Bring it On film and hi-res images, please contact the NIVEA Press Office:
firstname.lastname@example.org / +44(0)20-7853-2230
NOTES TO EDITORS
*2,790 women across the UK aged 18-30 took part in the Bringiton study. Data was gathered via the NIVEA Consumer Panel, an online research database of more than 50,000 women. Women were asked to agree or disagree with more than fifty statements. The research took place between 16-20 June 2014.