INDEPENDENCE
From birth control to politics
Basic Needs: Stability, certainty, peace of mind
Drivers of Change: Rise in single mothers, recession making it hard to care for a family, awareness made to large amount of teen pregnancies ( Teen Mom show MTV). Women taking on male ‘roles’ in business being more independent. A lot of industries are aimed at the ‘’be your own’’ mentality promoting independence in all areas of your life.
Women no longer wanted to just be considered housewives. They could talk thin and speak and wanted everyone to know. One can say that birth control triggered a major movement in womens independence. Giving them the freedom to explore.
Emerging Consumer Expectations: The conventional method of contraception has led to a demand in a more effective and less strenuous way to maintain security of being pregnant. From the pull out method and herbs used in biblical era, to pills, spermicides and patches birth control has been changing to meet consumer needs. Something that women don’t have to remind themselves, easy to use and discrete.
Similarly, a rise in women being involved in political parties, business positions and the over all work force became the norm.