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PHILIP MORRIS U.S.A. INTER-OFFICE CORRESPONDENCE 120 PARK AVENUE, NEW YORK, N.Y. 10017 TO: Distribution DATE: November 13, 1992 FROM: Yvette Rodriguez~lc SUBJECT: Younc~Women 18-30 - Final Re o~rt Backg rou nd/Objective In an effort to better understand women smokers (18-30) a review of existing literature about young adult women was conducted. The following is a synthesis of recent literature on the values, attitudes, lifestyle and aspirations of today's young adult women. The objective of this research is to increase our understanding of this segment of consumers in order to better meet their needs. Young Adult Women As education and employment participation increases, and marriage is delayed, women will increasingly have a substantial period of financial independence in their early adulthood making them a lucrative market. • Although the number of women between the ages of 18-34 is declining -- from 34.8 million in 1990 to an expected 32.1 million in 2010, the number of single working women in this age bracket is expected to increase -- from 9.5 million in 1990 to 10.5 million in 2010 (Bureau of the Census, 1990). • In 1990 35% of 18-34 year old women were single and without children, this is expected to increase to 40% by 2010 (Bureau of the Census, 1990). (Table 1) • Roper Organization has found that young adult women splurge more on luxuries than their Baby Boom counterparts (1992). - 57% of women in their 20's reported that it was "somewhat to extremely important to purchase a better jeans label" compared to 42% of women 30-40. Family & Work Survey data indicates that work has increasingly become an important part of young adult women's lives and that combining work with a family will continue to be a reality for most women in years to come. • 75% of female high school seniors surveyed by Cosmopolitan expected work to ra be a central part of their lives (1990). ~ .~ .~ ~ ~ ~

• Mademoiselle's survey found that 98% of young adult women interviewed reported defining themselves by their career. 81 % of these women reported achieving professional success before the age of 30 as their top priority (Mademoiselle, 1990). • Mademoiselle's survey also found that today's young adult women measure professional success on a personal rather than monetary scale. That is, a job that is personally fulfilling out weights one with a high salary and no personal appeal (Mademoiselle, 1990). • Delaying marriage and children also seems to be on the agenda. Most of the women surveyed reported 28 as being the ideal age for marriage and 30+ for having children (Mademoiselle, 1990). • Young adult women also seem optimistic about having both a family and a career -- 83% felt they would be able to maintain a successful career, marriage, and family (Mademoiselle, 1990). Feminist Movement Today's young women (18-30) have been accused of being disinterested in the feminist movement, reaping the rewards of the movement while remaining apathetic to the cause. This alleged detachment may have more to do with the inherent acceptance of feminist values (career, egalitarian relationships, etc.) and with the frustrations incurred in making them an attainable reality than with anti-feminist attitudes. Today's feminism focuses on making these life choices more manageable by working within social structures (i.e. public and private institutions) and redefining men's roles within institutions and the family. Nonetheless, working within the system seems to have replaced the revolutionary spirit of the early feminist movement which so many Baby Boomer women feel has failed them and which so many young women know so little about. This anti- revolutionary dimension that modern mass feminism has acquired may be the driving force behind the failure of young adult women to define themselves as "feminists" when in fact their value system clearly reflect feminist views (Ms., 1991). • 1990 Monitor Survey on attitudes showed that for the first time in 20 years the share of women who favor a career for mothers dropped below 50% -- yet the number of women favoring oa work as the "right" arrangements for mothers increased. • Changes in behavior corresponding to these attitudes are beginning to surface. Mothers aged 25-34 are reporting spending more time with their children and bring less work home from the office. Mothers in this age group are also the most likely to say that they would quit if they did not need the money (Monitor Survey, 1990). These women are clearly calling for structural changes in the workplace in order to make combining work and family a more accessible reality. The "superwoman myth" is no longer viewed as glamorous, particularly, among the younger generation. It is important to keep in mind that today's twenty year olds were part of the "latch key" generation and that many remember seeing their own mothers overworked and tired.

Values in terms of marriage and cohabiting seem to be changing among the sexes. Cosmopolitan survey found that more men than women preferred marriage to the single life and that "living together" prior to marriage is gaining acceptance among both sexes. Magazine Readershila (Table 2) Traditionally, women's magazines have been on the forefront of women's issues addressing topics from fashion to politics. Today's publications have moved away from a homogenous appeal to more customized images and messages geared to women's differing lifestyles and interests (American Demographic, 1991). • Magazines such as Mademoiselle, Elle, Self, Glamour and Vogue tend to appeal to younger women (20's). Beauty and fashion still dominate this market. • While survival magazines such as Redbook, Family Circle, Good Housekeeping, and Ladies' Home Journal address issues important to family oriented women (30+). • Magazines such as Mirabella and Lear's combine fashion and beauty with special interests articles focusing on politics and social issues. Both magazines appeal to older, better educated and more affluent women, but the similarities ends there. Mirabella is the non-conformist and Lear's the traditional managerial magazine. • A new "niche" of "sense and sensitivity" publications are gaining readership. Smaller magazines such as Victoria and New York Woman (now defunct) appeal to very specific consumer niches. Demographics alone is a poor indicator of who reads these magazines. The magazine's message and style is a better indicator of its readers. It is also important to keep in mind that women read different magazines to meet different needs. • 45%-65% of Glamour readers also read Mademoiselle and Cosmopolitan. Information on magazine circulation, age, income and psychographics is appended. (Table 3) A bibliography is appended. Copies of articles are available upon request. cc: K. Altenburg D. Ball S. Bender D. Beran W. Bittner J. Bonhomme C. Cohen G. D'Alessandro K. Eisen N. Ellis R. Fe rri n E. Gee J. Greene N. Gurry P. Henriques J. Isaacs J. Jones K. Lalley (LBC) C. Levy A. Lopez A. Macrae K. Miller N. Munsterman (LBC) S. Nelson N. Parmet S. Reich M. Salzman C. Shore A. Sinha W.Smith D. Stern N. Suter J. Taylor S. Teitelbaum

Table 1 Young Women, Family, & Work L26T9f bVt31 Growth of Single Wome n 18-34 Women 18-34 i n the m illions 12 -  Single Worker 1 10.5 10 ] 9.5 9.4 . ® Working Wife 8 .1 M 7.4 ~ ~ p Working Mother b•4 ~ 6.1 6~ 1990 2000 2010 Source: Cosmopolitan Report, Volume 3

Table 2 Marriage & Alternative Lifestyle 1990 More Men than Women Say Marriage is Better than Majority of Young Women Approve of Living Together if Remaining Single % of women & men agreeing that "It is better for a person to get married than to go through life being single," by age. 18-24 25-29 30-34 35-44 45+ SSEj9j6jtfi#r Considering Marriage % of single women & men saying "It would be all right for me to live with someone" under specific conditions. 60 Not Considering Considering Marriage Marriage Planning Marriage Sc.:jrce: Cosmopolitan Report, Volume 3

Tab-I-e-3 Women's Magazines & their Readership Mgga?!IIg Circulation (in thousands) Median Ape Median Household Income Mademoiselle 1,149 29.1 36,682 Elle 832 29.2 45,522 Glamour 2,184 29.6 36,461 Cosmopolitan 2,601 31.2 34,853 Vogue 1,218 31.6 38,420 Self 1,137 32.0 39,702 First for Women 2,707 32.6 33,169 Allure 316 35.4 57,100 Harpers Bazaar 727 35.6 37,775 New York Woman (now defunct) 111 36.3 59,600 Redbook E,9isT9'T6VOZ 3,927 39.9 34,026 Reader Descri t~ion_ busy, spirited & single young & hip, curious about other cultures career woman, tough, not interested in gloss loves men & children but wants to be an independent achiever a thinking woman interested in style analytical, thoughtful, intelligent, energetic, & sophisticated homemaker & career woman, discerning, looking for solutions sophisticated, educated, & slightly skeptical affluent & fashionable -- able to afford the clothes shown in the magazine individualistic, ambitious, curious, & sharp sophisticated, informed, interested in relationships but often ignored

Women's Magazines & their Readershi cont'd Magazine Circulation (in thousands) Median A.gg Median Household Income Mirabella 362 41.4 68,800 Victoria 798 41.6 43,740 Good Housekeeping 5,105 42.3 33,256 Better Home & Gardens 8,005 42.5 34,968 Lear's 453 43.1 67,200 McCall's 5,016 43.1 31,584 Family Circle 5,287 43.3 33,188 Woman's Day 4,696 43.4 32,524 Ladies Home Journal 5,012 43.6 33,120 wr•.: Amt,ric.in Demographics, December 1991 Reader Descri tp ion smart, sophisticated, in wonderful mental & physical shape has a career but needs tranquility & to hold on to the soft side of life caring, responsive, quick to respond to family or community needs project oriented men & women accomplished, educated, involved, & intelligent independent baby boomers with kids, at peace with herself & her life the decision-maker, trying to make life better for her family very active, involved, facing a lot of pressure busy, smart, & a tough customer 09Ez?T6VOz

Bibliography Angier, Natalie. "Twenty-five and Taking Over: the High Expectation , Low Sweat Generation." Mademoiselle. August 1989, pp.214-16. Berger, Arion. "Too Many Options?" Utne Reader, Jan/Feb. 1990, pp.60-62. Carter, Mary M. "If I Knew Then What I Know Now..." Cosmopolitan, February 1991, pp.94-96. Castro, Janice. "The Single Life." Time, April 8, 1991, pp.58-63. The Cosmopolitan Report: The ChangjpgLife Course of American Women: Battelle, 1990. Crimmins, Ellen M., et al. "What Young Adults Want." American Demographics, July 1991, pp.24-26. Diamond, Shifira. "Talking About Our Generation: The Mademoiselle Poll." Mademoiselle, December 1990 , pp. 161-165. Engel, Margaret. "Wanted: Young Activists to Fight for Women's Rights." Glamou , February 1988, pp.95. Fleming, Anne Taylor. "Young Women are Sisters, Too." New York Times Magazine, June 19, 1988, pp.16. Gibbs, Nancy. "The Dreams of Youth." Time . Fall 1990, pp.10-15. Goldstein, Ross E. and Lillian Maresch. "What You'd do for Love ... and Happiness." Redbook, August 1991, pp.79-82. Grant, Roberta Grant "Twenty-four Going on Forty." Mademoiselle, September 1989, pp.246- 251. Hewson, Martha. "What Young Women Plan to do about Work and Family." McCall's, May 1981, pp.37-41. Krafft, Susan. "Windows on a Woman's Mind." American Demographic. April 1991, pp.44-51. Liptman, Joanne. "Women in their 20's seem to be Ignored." Wall Street Journal, June 9, 1992. Nemark, Jill. "They've Got to Have It: the twenty-somethings take over; baby boomers beware your time in the limelight are numbered." Mademoiselle, December 1990, pp.159-61. Nonkin, Lesley. "Catch 28: Young women disillusioned in work could endanger future job opportunities for women." Working Woman, May 1987, pp.118-21. Piirto, Rebecca. "New Women's Revolution." American Demographic, April 1991, pp.6.

Stephen, Lynnea Y. Stephen and Barbara Findler. "Young Feminists Speak for Themselves." tj~L March/April 1991, pp.28-34.