Women's Collection from Marketing to Counter-Marketing
THE 1990 VIRGINIA SLIMS OPINION POLL FACT SHEET
Abstract
Presents summary findings of the 1990 Virginia Slims Opinion Poll, the sixth in a series of national surveys analyzing women's attitudes and opinions (past polls: 1970, 1972, 1974, 1980, and 1985). Conducted by the Roper Organization Inc., surveys a national cross-section of 3,000 women and 1,000 men regarding attitudes toward women's changing status in society, careers, marriage and family. Provides original survey, as well as press releases arround groups of potentially interesting findings.
Fields
- Type
- News/Press Release
- Announcement
- Report
- Announcement
- Company
- Philip Morris
- Gender
- Gender mentioned, differentiation possible
- Named Person
- Bhutto, B.
- Bush
- Bush, Barbara
- Dole, Elizabeth
- Coop, Everett C.
- Fonda, Jane
- Gibson, Kathleen
- Graham, Katherine
- Joyner, Florence Griffith
- Kinf, C.S.
- King, Billie Jean
- Merlo, Ellen
- Midler, Bette
- O'connor, Sandra Day
- Onassis, Jackie Kennedy
- Pearlstein, L.
- Princess Diana
- Reagan
- Regan, Nancy
- Roper, B.W.
- Sanders, Maureen
- Saywer, Diane
- Streep, Meryl
- Streisand, Barbra
- Taylor, Elizabeth
- Thatcher, Margaret
- Tomlin, Lily
- Walters, Barbara
- Winfrey, Oprah
- Cher
- Bush
- Named Organization
- Abc News
- American Institute of Public Opinion
- Roper
- Bush Administration
- CBS
- Cohn Wolfe
- Current
- Fortune 500
- Front Page
- Gallup
- House
- Lou Harris and Associates
- Mcneil Lehrer Report
- Metro Week in Review
- Newsbreak
- Ohio State University
- PBS
- Roper Public Opinion Research Center
- Roper Reports
- Roper, Roper Org
- Television Information Service
- Today Show
- Univ of Connecticut
- US News and World Report
- Washington Post
- Williams College
- Writers Guild of America
- ABC
- Academy for Educational Development
- American Institute of Public Opinion
- Region
- New Jersey
- Brand
- Virginia Slims
- Marlboro Reds
- Thesaurus Term
- Females
- Males
- Surveys
- Marketing Research
- Public Opinion
- Males
- Keyword
- Virginia Slims Opinion Polls
Document Images
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Since most women work out of financial need, it is unlikely they
will retreat from the workplace. But many are re-examining how
they balance their lives. Seven out of ten women point to help
from men with housework and child care as the best way to make
their balancing act more manageable. More flexible hours and
better day care options also top the list.
The 1990 Poll is the sixth in a series of national surveys
conducted by Virginia Slims. Together with similar Polls taken
in 1970, 1972, 1974, 1980 and 1985, the study measures the major
trends in women's attitudes, beliefs and behavior over the past
20 years.
The Roper Organization Inc. of New York City, conducted the 1990
Virginia Slims Opinion Poll surveying the opinions of a national
cross-section of 3,000 women and 1,000 men. Respondents were
interviewed in person and asked 92 questions regarding attitudes
toward women's changing status in society, careers, marriage and
family.
###
Contact .
Laurie Pearlstein
Cohn & Wolfe
(212) 598-3657
Kristin Gibson
Cohn & Wolfe
(212) 598-3620
TWENTY YEARS OF CHANGE CREATES NEW CONCERNS AND
OPTIONS FOR WOMEN ACCORDING TO VIRGINIA SLIMS POLL
Changes In Moral Climate, The Economy And Rising
Crime Rate Affect Lifestyles
April 25, 1990 (NEW YORK, NY) -- The 1990 Virginia Slims
Opinion Poll results show that if women today are
re-evaluating their goals, they are doing so in response to
an America significantly different from the 1970's. Changes
in the economy, moral climate and rising rates of crime are
key factors in the way women choose to live their lives.
Is Money Power?
Poll results indicate that the need for more money is among
the most important issues on women's agendas. When asked
what would make life better, 60 percent of women respond
more money. Fully 70 percent of women say money is either a
major or minor form of stress. Even among those with
incomes of $50,000 and more, the response more money
surpasses more leisure time by a wide margin. Sixty-three
percent of women say their greatest sense of resentment is
with lack of money. When asked to list sources of personal
satisfaction, the amount of money women earn came last on
their list.
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Do Women Enjoy The Same Sexual Freedom As Men?
Over the past 20 years, the number who believe women should
not enjoy the same sexual freedom as men has dropped by
half. In 1970, 65 percent of the women surveyed thought that
pre-marital sex was immoral; in 1990 the number stands at 46
percent.
Acceptance of couples living together without being married
has doubled since 1970. The number of cohabiting couples
quadrupled between 1970-1985. During the same time period
divorce rates rose by 47 percent.
Should There Be Single Mothers?
Single parenthood now has considerable appeal for women. In
1970, only 11 percent thought it should be legal for adults
to have children without getting married; nearly four times
(42 percent) think so today. Fully one-third say that if
they were single and nearing the end of their childbearing
years, they would consider having a child on their own
without marrying. But although single parenthood is more
accepted, 56 percent wouldn't consider it, with the number
one reason being that they felt a child needs two parents.
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Has Sexual Behavior Changed?
The AIDS epidemic is another development of the last decade
.that has had a measurable impact on American women. Despite
the new-found sexual freedom, two-thirds of single women
(and 57 percent of single men) say that the threat of AIDS
and other sexually transmitted diseases has made them less
sexually active.
Most Americans say they know someone who has changed their
sexual behavior due to the risk of AIDS. Women polled say
that of the people they know who have changed their sexual
behavior, 28 percent have changed a lot while 23 percent
have altered their behavior somewhat. Most women (86
percent) and men (87 percent) believe that people who are
sexually active should be more responsible in light of AIDS;
and three-quarters of the women and men surveyed believe in
equal responsibility for protecting against AIDS.
Are Women Safe On The Streets?
The rising rates of crime in the last two decades have also
affected women. Seventy-two percent of women say they feel
more afraid and uneasy on the streets today than they did a
few years ago; fewer men share this feeling (49 percent).
-4-
Those most likely to be fearful are older women (82
percent), women in the Northeast (80 percent) and black
women (77 percent). The increasing level of fear may be
partly responsible for the fact that a two-thirds majority
of women currently favors capital punishment -- in contrast
to just 46 percent in 1970.
A Woman In The White House?
The political network has registered significant change in
the last two decades. With more women entering political
office, confidence in a possible woman presidential
candidate has risen dramatically since the 1970s. Twice the
proportion of women in the 70's (40 percent in 1972 vs. 21
percent now) said they would be less likely to vote for a
woman candidate. The share that say that woman have an
equal or better chance to win their votes has risen from 54
percent to 74 percent in women, 46 percent to 61 percent
among men.
The 1990 Poll is the sixth in a series of national surveys
conducted by Virginia Slims. Together with similar Polls
taken in 1970, 1972, 1974, 1980 and 1985, the study measures
the major trends in women's attitudes, beliefs and behavior ~
over the past 20 years. ~
~r3
-more-
-5-
The Roper Organization Inc. of New York City conducted the
1990 Virginia Slims Opinion Po13l surveying the opinions of a
national cross-section of 3,000 women and 1,000 men.
Repondents were interviewed in person and asked 92 questions
regarding attitudes toward women's changing status in
society, careers, marriage and family.
###
THE 1990
VIRGINIA SLIMS
OPINION POLL
Contact o~
Laurie Pearlstein
Cohn & Wolfe
(212) 598-3657
Kristin Gibson
Cohn & Wolfe
(212) 598-3620
VIRGINIA SLIMS OPINION POLL:
A 20-YEAR PERSPECTIVE OF WOMEN'S ISSUES
Highlights
Now in its twentieth anniversary year, the Virginia Slims Opinion
Poll documents major trends in women's changing attitudes.
Published in 1970, 1972, 1974, 1980, 1985 and 1990, the Polls are
the most definitive source of information available on the
history of women's opinions and their evolving role in society.
Looking back over the past two decades, The Virginia Slims Poll
has uncovered some interesting opinions which illustrate just how
far women have come.
Do you favor or oppose most of the efforts to strengthen women's
status in society today?
o In 1970, 40 percent of women and 44 percent of men favor
efforts to strengthen women's status.
o In 1972, 48 percent of women and 49 percent of men polled
favor efforts to strengthen women's status.
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o in 1974, 57 percent of women and 63 percent of men polled
favor efforts to strengthen women's status.
o In 1980, 64 percent of both women and men favor efforts to
strengthen women's status.
o in 1985, 73 percent of women and 69 percent of men favor
efforts to strengthen women's status.
o In 1990, 77 percent of women and 74 percent of men favor
efforts to strengthen women's status.
Both men and women have steadly increased their support for
strengthening women's status over the past twenty years.
Do you think there are more advantages in being a man or a woman
in society today?
o In 1974, 31 percent of women and 42 percent of men believe
it is more advantageous to be a man in American society.
o In 1980, 43 percent of women and 43 percent of men believe
it is more advantageous to be a man in American society.
o In 1985, 49 percent of women and 51 percent of men believe
it was more advantageous to be a man in American society.
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o In 1990, 43 percent of women and 41 percent of men believe
it is more advantageous to be a man in American society.
From 1974 to 1985, increasing percentages of men and women agreed
it was more advantageous to be a man in society; however,
percentages are decreasing in 1990.
Should it be legal for adults to have children without getting
married?
In 1970, 11 percent of women believe it should be legal for
adults to have children without getting married.
o In 1990, 42 percent of women believe it should be legal for
adults to have children without getting married.
Women in 1990 are more accepting of the idea that a woman can
have a child on her own.
What do women believe most accurately describes men?
o In 1970, 50 percent of women feel most men think only their
own opinions about the world are important.
o In 1990, 58 percent of women feel most men think only their
own opinions about the world are important.
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o In 1970, 67 percent of women feel men are basically kind,
gentle and thoughtful.
o In 1990, 51 percent of women feel men are basically kind,
gentle and thoughtful.
o In 1970, 32 percent of women feel men are basically selfish
and self-centered.
o In 1990, 42 percent of women feel men are basically selfish
and self-centered.
Women's opinions about men have become less favorable over twenty
years.
In what areas do women experience discrimination?
o In the 1970s, 40 percent of women feel they experience
discrimination in obtaining top professional jobs and 51
percent feel they experience discrimination in obtaining
top government jobs.
o in 1990, 61 percent of women feel they experience
discrimination in obtaining top professional jobs and 64
percent feel they experience discrimination in obtaining
top government jobs.
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