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.
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to succeed on their own terms, with a staggering 81% believing societal expectations are aged and life events are outdated and need to evolve.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 fulfilment 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 fulfilment. 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.