Her & Now: What women want in 2025

Rapid social, economic and technological changes over the past few years have had a massive impact on South African women. Combined with shifting ideas on success and independence, they have had to reshape their lives. But how are they managing these shifts and changes? And with that in mind, what do they expect from brands now?

These were some questions we felt had not been asked or answered nearly enough. That’s why we recently embarked on a research journey (with Culture Foundry) to understand where women are at, and what we can do to better support them.

Five clear points stood out when it came to what women want to see from marketing and media in general.

5 things women want from brands

1. Walk the talk on trust, because they will not be fooled: they want honesty, transparency and for brands to stand by their values.

2. Contribute to society through meaningful action: what resonates with women is visible, value-driven action. A sense that the brand is doing real good in the real world.

3. Empowerment as a lived value not a brand veneer: empowerment messaging feels hollow, especially when it’s not backed by actual structural support, care, or real women in decision-making roles.

4. Humour with heart: women embrace humour when it reflects real emotion and acknowledges life’s messiness with warmth and empathy.

5. Solve real problems and foster safety and wellbeing: women value brands that help them to take control of their lives and don’t simply try to market or sell to them. They appreciate products and services that consider what they really need to live optimally, especially when it comes to their safety and wellbeing.

When we delved into what they don’t want from brands, there were many points that were echoed by women across the board. Below we highlight some of these.

3 things women don’t want

1. To see just one version of womanhood: they want to see themselves, and others, in all their complexity: from different generations, cultural traditions, and lived realities.

2. To see themselves reflected as one dimensional: they want real representation that reflects the emotional, physical, and economic complexity of everyday life.

3. To fulfil aspirational stereotypes: these don’t always match their complex lived experiences. They want a mirror to themselves, not a solution.

This research serves two important purposes for us. Firstly, it reinforces the value of our current products, benefits and service which already meet women where they are at. These include fostering safety with Guardian Angel on Call and contributing to society through meaningful action with the 1st for Women Foundation. Secondly, it provides us with invaluable insights into areas of improvement and exploration, to ensure that we remain a valuable part of women’s lives.

Click here to read the full report.

1st for Women Insurance Company Limited is a licenced non-life Insurer and Financial Service Provider.

Source: Source: Project Zeitgeist, The Culture Foundry Co, 2025