Bauer Media is the female future

What we know to be so true today is when you change a woman’s life to give her more freedom, time, power and equality – you change the world. Globally there is also a potential $12 trillion economic upside to igniting women. Female Futures, our work in partnership with leading London-based trend-forecasting agency, The Future Laboratory, explores what we can do as brands, leaders and people to be the change we all want to see and lead women into a new era. The reality is this is not just about women; it is about a better, more inclusive future for all people. In our Bauer Gender Equality Study 2018, New Zealand women confirmed they want equality for all, not just for themselves.


In terms of power and status, women are increasingly men’s equal and yet, when it comes to cold, hard economics – it still feels like a man’s world.

•It could take another 216 years – until 2234 – until the global pay gap between men and women is finally closed*.

•In 2017 the gender gap across health, education, politics and economics widened for the first time since records began in 2006*.

There is an appetite for a new kind of system, an alternative way to do business, to talk about value and identity. Eighty per cent of New Zealand women think we should be leading the equality conversation; they are ready to act for change.

*Source: World Economic Forum


  • Redefining Womanhood: In order to speak the language of today’s digital-first females, brands are abandoning tired design cues and challenging gender norms.
  • Fluid Mindsets: Brands need to embed values of diversity and inclusion and stop relying on traditional identifiers of race, gender and age.
  • The Emotional Economy: Female traits such as emotional intelligence, empathy, vulnerability and intuition will be the future drivers of business.
  • New health metrics and digital access: Digital is democratising health and women’s experience in the work sphere.


Work with us to inspire and influence real change

Bauer commits to writing one million words by 2019 that inspire us towards a Female Future.