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dentsuHER

dentsuHER

Our Insights

Six Archetypes of Affluence

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Revealing the Power Portraits of Affluent Women in Hong Kong

In 2023, Hong Kong experienced a pivotal shift for the first time in its history, affluent women now outnumber men. This milestone is part of a broader trend in Asia, a region where women's wealth ranks second only to that in North America. From dynamic 'Alpha Women' to devoted mothers, these women are united in their powerful quest for personal autonomy.

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The population of Affluent women has grown 12% from 2018 to 2023.

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Six in ten (59%) women in HK feel they are financially independent, outpacing 57% of men who feel the same

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45% vs general women are ambitious

Women want to be presented

Women across all walks of life are voicing their need to be seen for who they truly are, balancing professional strength with familial warmth. They're calling for recognition of their diverse roles and aspirations, underlining the importance of personal choice and identity in every stage of life.

Women invest in their own happiness

More and more women are taking control of their finances, seeing it as a key to their joy. They're making smart money moves and treating themselves, proving how financial freedom can lead to real happiness and self-reliance.

HK Affluent Women Key Insights

10 Key Insights

Steering With Heart

Community Leader, Family First

Conservative & Knowledge

Forging Ahead in New Tech Wave

Active Mobile & Social Users

Health Attentive vs Stress

Image-Conscious Influencer

Cultural & Novelty-Seeker

Trust Relevant Ads & Brands

Interactive Engagement

The Six Archetypes of Affluence

Image of the DentsuHER Intuitive Explorer Archetype: A woman wearing a white shirt, embodying the essence of strategic exploration and targeted appeal for Hong Kong brands.

Intuitive Explorer

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Image: DentsuHER archetype: Compassionate Planner. A woman radiating strength and positivity, prioritizing a cozy life, harmonious relationships, and well-being. Mindful of privacy, health-conscious, and financially savvy.

Compassionate Planner

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Image of Dazzling Diva Archetype: An affluent female leader exuding style and confidence, embodying the essence of glamour and sophistication for strategic brand appeal.

Dazzling Diva

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Image: Opinionated Protector: Affluent Female Archetype with Pen.

Opinionated Protector

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Image: Visionary Leader Archetype: Affluent Female Executives in Beige Background, Gazing Ahead

Visionary Leader

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Image: Contented Free Spirit, image of a woman in HK embodying the dentsuHER archetype, exuding satisfaction and carefree demeanor.

Contented Free Spirit

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By filling out the form below or send us an email: enquiries.hk@dentsu.com

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