Nielsen Study of Optimism and Opportunity for Women

I have not written much about our 20/20 Vision process lately.

It has been dormant while St. Timothy’s searches for a new rector believing that whoever God calls to be the shepherd of our flock should be an active participant in framing our parish vision for the future.

But that should not stop us from research and examination of useful information when that 20/20 Vision process picks up again hopefully next year.

So here is a good news story to keep your attention focused on our 20/20 prize.

Nielsen is out with a very interesting new study of the attitudes of women.  What makes this study useful for our work in the Church Growth Program is the breakdown of the data from the survey results across ethnic and other demographic lines that make it a good resource for planning mission and ministry programs.

We’re learning from the 2010 Census data about the profound changes in demographics reshaping our country.  Those changes are not just ethnic they are also being reshaped by the changing role of women in the workplace and in our society.  Hispanics are the fastest growing ethnic group and their attitudes about optimism and opportunity will have major impacts on media, retail and manufacturers now and in the years ahead—and provide lessons about of message of hope and opportunity for an optimistic role for woman in the Episcopal Church.

The Nielsen study offers good news for our mission and ministry work in the vineyard over the next year working congregation by congregation to help each devise a church vitality and growth strategy that works for them.  Its focus on attitudes about optimism and opportunity are very important benchmarks for our church vitality and growth work ahead.

So what are the headlines from this Nielsen study?

  • Optimism was highest among African American and Hispanic women, especially how they viewed the opportunities they have had compared with those of their mothers.
  • Women of today are not only optimistic for themselves, they expect their daughters to have more opportunity than they do.
  • American women are heavy users of technology – even if they aren’t early adopters. Women of all ethnicities use media in similar ways, with one key exception: smartphones. Just 33 percent of Caucasian women have a smartphone in their household, compared to penetration rates in the 60s for women of other ethnicities.

I recommend this Nielsen Report to you:  Women of Tomorrow: U.S. Multicultural Insights.

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