Helping anxious and pessimistic women find their news: The Squiz
Eight in ten Australian women say the news is making them anxious and almost two-thirds have taken steps to manage their news consumption habits, according to The Squiz’s 2022 Women and News report released today.
The report is based on a survey involving more than 2,600 women focusing on their media consumption to understand how they’re feeling about the news and the world.
It found 88% of young women aged 18-24yo were the most likely to be anxious about the news. Optimism about the state of the world was also found to be low, with nearly 45% reporting that they feel pessimistic. Focussing on Gen Z women (up to 25), just 7% said they felt optimistic.
Moreover, 90% of total respondents said they would look to take steps to be more environmentally sustainable. 93% of respondents said they were more inclined to purchase from an environmentally sustainable brand. 25 to 34-year-olds were the most inclined (80%), with those over 65-year-olds were the least likely (60%).
The Squiz – the news podcast and newsletter that reaches over 350,000 individual Australians each month – found that female audiences aren’t shying away from news altogether. Instead, they are savvy about where they get their information.
Social media struggles for trust across all ages and demographics, and respondents said they were more likely to trust sources they considered a more positive way to stay informed than mainstream media.
As one respondent said: “There’s so much garbage in the media, but I have my key sources of information that I trust and seek information from regularly.”
In addition, 78% of Gen Z and 72% of millennials are likely to take steps to improve their health in the next 12 months, while health issues are on the minds of Gen Xers as they hit their late forties to early fifties.
Squiz Media’s commercial director, Kate Watson said the survey was undertaken to assess what the audience values and where their attention lies.
“Despite all the challenges, Australian women want to be informed about what’s happening in local and international news – in fact, they are very astute in picking their sources of information.
“While they are on social media and consume some mainstream news, they are seeking out more trustworthy ways to keep up with what’s happening in the world and to find information about health, money and the environment.
“That’s what The Squiz was created to do – to talk to Aussie women about the news in a factual, agenda-free, and engaging way. And with the trust, we’ve established, also present them with information about the things they care about and recommendations to make their lives easier,” Watson said.
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