Wedding season is in full swing in August, but Sloggi has found that not every woman aspires to tie the knot at this time of year, or any for that matter.

Relationships on Female First

Relationships on Female First

Less than one in ten women think that marriage should be top of their list of priorities, with many Brits championing travelling as more important than getting hitched.

Women are more preoccupied with their personal freedom and are putting this before traditional expectations of finding the one and having kids with that person.

It doesn't help matters when 42% of men believe that women can't have everything i.e. kids, career, marriage AND personal freedom, that it's a choice of either or that has to be made. On the flip side, 53% of the younger generation believe that they can indeed have everything they want.

Furthermore, women place more importance on personal freedom and their career than other things such as a mortgage.

As marriage slowly descends down the ladder, work/life balance continues to climb as less women are preoccupied with getting a promotion. 29% would happily give up their job in favour of pursuing their life goal such as leaving the country to experiences new people and cultures.

Psychologist Emma Kenny says of the findings: " The results clearly demonstrate women are viewing life in a profoundly different way than their generational predecessors. Women no longer feel tied to their stereotypical gender roles and feel that life is for living. The opportunity to travel and to reach aspirational individual goals means women are swapping mortgages and careers for wider world experiences. Whilst it's clear women still value marriage and children, these days it appears there is a more realistic view regarding how such choices impact on personal freedom.

Whilst there is a message that suggests women may not be able to have it all, this research strongly suggests that they are however having what they want."

Sheila Hamilton, General Manager UK & Ireland of Triumph International continued: Whilst sloggi has always stood for freedom, we're surprised to see so many women prioritizing their personal freedom over that of marital commitments or climbing the career ladder. The findings show that more than ever before, women are being inspired to travel, explore and try new things and as such there's a notable shift in their life priorities. That's why we've chosen inspiring independent role models to front our campaigns - such as Kylie Minogue - who perfectly represents what freedom means for the modern woman and shares a genuine passion for it.


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