Amy Smyth, senior consultant W
omen are experiencing many pressures in today’s world, which is making it more of a challenge for exercise to play a part in their lives.
The recession has impacted us all in terms of
what we can afford and our available time, and it has shifted our priorities, making it harder to fi nd time and money to exercise. But women in particular are experiencing increased time pressures: more mums are being forced back to work and are having to juggle their jobs with looking after their families. In order to get women more active, exercise needs to fi t more easily in and around their hectic lives, or the exercise activity needs to be an experience worth fi nding the time for – whether it offers a pampering element or a social aspect. In addition, there’s increasing pressure for women to look good,
which is being fuelled by media hype and celebrity aspiration. This is resulting in women feeling less confi dent with their appearance and less willing to exercise in public. Our image-conscious society has also led to women investing more effort in how they look, which can add time to a workout session as more time needs to be allowed to shower and re-apply make-up, straighten hair etc. Leisure facilities can help by providing well-equipped changing facilities: hair straighteners, full-length mirrors, personal care products etc. Offering women-only environments can also help them feel at ease with their body image and encourage more women to get active.
There’s increasing pressure for women to look good, fuelled by a celebrity culture
About The Futures Company
The Futures Company is a leading global foresight and futures consultancy, formed in 2008 from the coming together of The Henley Centre, HeadlightVision and Yankelovich. Through a combination of subscription foresight services and bespoke research and consultancy, it creates commercial advantage for its clients by helping them to take control of their futures. By exploring the future needs, motivations and behaviours of consumers, and the broader dynamics shaping the marketplace, The Futures Company unlocks the future of consumers, brands, categories and companies. The Futures Company’s Health & Wellness Knowledge Venturing team will be making
Busy mums need fi tness options that fi t with their hectic lifestyles
regular contributions to Leisure Media titles over the coming months.
www.thefuturescompany.com Twitter: @FuturesCo
may 2012 © cybertrek 2012
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