1st for Women’s latest research shines a light on ‘outdated’ societal pressures, barriers to success, and women defying expectations.
- More than 4 in 5 South African women believe expectations around age and life events to be outdated, saying they ‘need to evolve’
- 60% of women reported feeling societal pressure to achieve certain milestones by a specific age, while more than half (51%) have felt judged because of their age about achieving certain milestones
- But despite this, South African women are landing senior leader positions almost a year earlier than expected – at 33 years old on average, buying their first home at 30 years, and buying their first car at 25
1st For Women, the car and home insurance brand specifically designed for women, has embarked on a campaign to celebrate South African women’s fearless firsts after its nationwide survey uncovered that a shocking 60% of women have felt societal pressure to achieve certain milestones by a specific age, almost three quarters (74%) believe society puts more pressure on women than men to “have it all”, and more than two-thirds of women (69%) believe men are given more opportunities than women in the workplace.
The Village Facebook Community
Despite this, the survey of almost 1,000 women, conducted via The Village Facebook Community, paints a picture of a generation determined to succeed on their terms, with a staggering 81% believing societal expectations are aged and life events are outdated and need to evolve. On average, women are landing senior leadership positions almost a year earlier than expected at 33 years old, while the average ages for buying their first car and home are just 25 and 30 years old respectively.
More than half of women (52%) are also prioritising career fulfillment over traditional milestones like marriage and having children, with financial security being a key driver (70%), outranking starting a family (48%), and travel (30%) as the top priority. Respondents said they are securing their dream job three years after perceived societal expectation, with women achieving this major milestone at just 31 years and 9 months on average, and 55% landing their dream job before the age of 35.
Nevertheless, the survey also shed light on the ongoing challenges faced by many South African women in achieving their career goals. Almost three-quarters (73%) agree the ‘glass ceiling’ still exists, 72% believe men are given more respect than their female counterparts in the workplace, a further two-thirds (69%) agree men are given more opportunities than women and 42% noted family and caregiving responsibilities as a barrier to achieving their career aspirations.
Despite these barriers in the workplace, more than half (56%) feel fulfilled at their current life stage in general, with markers of success including feeling happy and content (96%), continuous learning (94%), achieving financial independence (92%) and being able to afford the lifestyle they want (82%).
“This research paints an inspiring picture of South African women who are resilient, determined, and rewriting the rules for success,” says Seugnette van Wyngaard, Head of 1st for Women. “They are shattering glass ceilings and achieving leadership positions earlier than ever before, all while prioritising financial security and personal growth.
“At 1st for Women, we are committed to empowering these women on their journey to fearlessness and fulfillment. We’re not just providing insurance; we’re a partner on life’s journey, no matter what twists and turns it takes, helping to navigate challenges, and celebrating every milestone along the way.”
Join the Conversation
1st for Women invites everyone to share their journey to inspire others and join the conversation about redefining milestones using the hashtag #FearlessFirsts.
To view more findings from the study, please visit: https://www.firstforwomen.co.za/news/celebrating-milestones/
