Women and Work 2012: New BlogHer Study Shows Job Flexibility and Creativity Matter to Women 3-6 Times More Than Money

Women Overall, Especially Bloggers, Aspire to Career Autonomy Over Climbing the Corporate Ladder


BELMONT, CA--(Marketwire - Dec 13, 2012) - Money may be what drives women to work every morning, but it doesn't define their vision of success. This is one of several insights from the 2012 BlogHer Women And Work Study released today by BlogHer, Inc., the premium cross-platform media network and publisher for women. The study captures job satisfaction indicators and aspirations, as shared by the social media-savvy influencers of the BlogHer community.

Reporting lower unemployment rates than the national average, respondents are working, with the majority satisfied in their work. Nearly three-quarters (74%) of the women surveyed report high job satisfaction rates, and 31 percent report that they "love" their job. In fact, 20 percent said they "absolutely would" continue to work, even if they had no financial need to work. Another 16 percent responded that they would work, but would do something completely different, and the 2012 BlogHer Women and Work Study also gave insight into what that dream job might be.

21 percent of BlogHer respondents already report themselves to be self-employed or owning their own business, which is twice the national average. Meanwhile, 59 percent define the "ultimate career woman" as someone who either works from home in a business that provides income and flexibility (32%) or has entrepreneurial ventures and employs others (27%). A mere 7 percent envision being an executive who has climbed the corporate ladder as the ultimate success story.

This entrepreneurial spirit aligns with the work qualities that women now value most. Across generational and income lines, women reported remarkably similar values. When prompted for the most important attributes of a dream job, flexibility and creativity captured the top 67 percent (36% and 31% respectively), distantly followed by money, which was a top attribute for only 8 percent of respondents. While the lowest-income tier of respondents placed a notably higher value on money as an important work attribute, even they ranked flexibility and creativity higher.

Another driver toward creating one's own business may be ongoing perceptions of the more traditional workplace as less friendly towards women. The study highlights that nearly half (44%) of the women surveyed believe that women are less likely to be treated fairly versus men in their own profession or industry. Women 27 years old and younger have a significantly rosier view, with only 37 percent citing unfairness, but Gen X and Boomer women are united in their qualms about fairness in the workplace.

"The women in the BlogHer Network embody the qualities of creativity and flexibility they most admire, as they build their online platforms," said Elisa Camahort Page, Jory Des Jardins, and Lisa Stone, BlogHer Co-founders. "This year's Women and Work Study illustrates a shift towards entrepreneurial pursuits that we wholeheartedly support as a key driver of the BlogHer Economy."

The Executive Summary of the 2012 Women and Social Media Study can be found here: https://www.blogher.com/women-workplace-2012

About the Study:
The 2012 Women and Work Study was fielded to the BlogHer Visionaries Panel. There were 1,022 female respondents, aged 18 and older. The margin of error at 99% confidence is +/-2.99%. All portions of the study were conducted in November 2012.

About BlogHer:
Reaching 50 U.S. million women each month (Nielsen Site Census, September 2012), BlogHer (http://www.blogher.com) is the leading cross-platform media network created by, for and with women social media leaders. BlogHer developed and leads the marketplace with the most robust economic and networking opportunities for women in social media and brands seeking to engage in authentic and persuasive dialog with them. Founded in February 2005 by Elisa Camahort Page, Jory Des Jardins and Lisa Stone, BlogHer publishes and syndicates news, information, advice and recommendations to and from 3,000 premium blogs, delivers uniquely insightful research on women in social media across interest areas, hosts the world's largest conferences for women in social media and curates a daily news service, BlogHer.com.

Audrey Craipain
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