At M2W Conference, GfK’s Sheehan Will Define Key Home, Work Trends Among US Women

  At M2W Conference, GfK’s Sheehan Will Define Key Home, Work Trends Among US

Roper Reports® findings point to marketing, innovation opportunities

Business Wire

NEW YORK -- April 16, 2013

Kathy Sheehan, Executive Vice President and General Manager of GfK’s Consumer
Trends team, will be a featured speaker today at the 2013 Marketing to Women
(M2W) conference in Chicago. Her presentation, based on four decades of Roper
Reports® research, is called “Leaning Forward: What Is the Myth and Reality
About the Women’s Landscape Today, and Where Is It Going Tomorrow?”

The recent “Great Recession” accelerated many trends among US women –
increased participation in the labor market, higher levels of educational
attainment, and substantially more purchasing power in the marketplace. These
dynamics have led to a heightened focus on women as consumers, as well as much
debate around the political and social implications of women’s ability to
“have it all.”

Sheehan’s presentation will look at four decades of trends in the United
States to understand just how much things have changed, and point to where the
women’s marketplace is likely to be headed. Issues explored will include:

  *The new fluidity of gender roles: What exactly is happening, and how
    marketers can and should respond
  *Women’s levels of satisfaction in career and at home: Implications for the
  *Innovating with women in mind: Is there a different path when speaking to

This presentation will be based on the latest research from GfK’s Roper
Reports®, celebrating its 40th year in 2013. To create Roper Reports®, GfK’s
Consumer Trends team interviews over 11,000 Americans (half of them women)
every year, getting at the why behind the trends that are emerging in the
marketplace, and what they mean for positioning brands, products and services
for profitable growth.

About GfK

GfK is one of the world’s largest research companies, with more than 12,000
experts working to discover new insights into the way people live, think and
shop, in over 100 markets, every day. GfK is constantly innovating and using
the latest technologies and the smartest methodologies to give its clients the
clearest understanding of the most important people in the world: their
customers. In 2012,GfK’s sales amounted to EUR 1.51 billion.

To find out more, visit or follow GfK on Twitter:


GfK Marketing and Communications, Consumer Experiences North America
David Stanton, 908-875-9844
Vice President
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