Advertisers are failing to keep pace with the evolution of Australian women with two emerging ‘codes’ redefining what it is to be a woman in 2018, according to exclusive new research from Bauer Media.

The results of ‘The Significant Semiotics Study’ shows that while Australia remains a conservative country when it comes to the presentation of women, there are two emergent semiotic codes ‘Bold & Brave’ and ‘Free Agent’ that are increasingly representative of Australian womanhood today, but which are being largely overlooked by marketers.

Bauer, in partnership with leading brand strategy agency The Lab interviewed thought leaders including academics, social commentators and business leaders; carried out semiotic analysis of TV, film and social media and content across a number of categories from FMCG and finance to luxury and high street fashion and then explored the findings with female consumers aged 18-24 and 34-45.

The progressive ‘Free Agent’ is the newest semiotic code revealed by the analysis. Rather than being about womanhood, the Free Agent recognises the importance of humankind with women participating equally alongside men and being unapologetically themselves. Liberated from self-doubt and cultural norms, women have moved away from being engaged in the struggle to having already won the battle. Realness, honesty and doing things for yourself are celebrated.

Bold & Brave acknowledges the societal change toward protest such as the #metoo movement, but recognises women’s need to take individuals paths to protest.  It also demonstrates women as embracing positions of power and authority to achieve positive change.

Rounding out the four semiotic codes are the more traditional and dominant ‘Woman’s Touch’ and ‘Inner Girl’ which are being recycled by some Australian brands in new and exciting ways.

On the back of the research Bauer Media is launching ‘Speak Her Language’, a series of content and creative workshops with Story54 to give marketers a deeper understanding of how to connect with the new identities of Australian women by leveraging The Significant Study insights for more effective campaigns.

Jane Waterhouse, general manager of Story54 said: “The Australian woman continues to evolve and yet this is not reflected in how brands are communicating with this important half of the population. This research shows that women now see their status and position in society very differently from even 5 years ago and it’s crucial that marketers keep up with this change.

“Bauer continues to invest to provide our partners with the latest trends and research on the Australian woman. Ultimately our goal is to help brands have a more progressive representation of Australian women in advertising, to keep pace with what’s happening around the world”.

The Significant Study is the latest finding from Bauer Media’s ongoing Female Futures initiative which revealed that the key global trends driving us towards a better and a more equal future for all.

Since launching, Bauer has employed their brand’s influence to drive a female future through:

No Gender Selective Tax Campaign

Launch of Women to Love

10 Million Words corporate promise

The Australian Women’s Weekly – Women of the Future