Empowering South African Women:
CELEBRATING
MILESTONES
DEFYING EXPECTATIONS
When did you first spread your wings and fly?
Was it when you landed your dream job, bought your first car, or moved into your own place? These milestones shape our lives, marking significant steps towards independence and fulfilment. But do societal expectations around when these "firsts" should happen align with the reality for South African women today?
To uncover the truth, 1st for Women surveyed 980 South African women via The Village Facebook Community, exploring these milestones, their life goals, and their barriers. Through this data, we aim to celebrate women's achievements while confronting societal pressures head-on. Alongside expert insights, we’ve discovered how fearlessly women across South Africa have defied outdated expectations and prioritised their financial security and personal well-being in an increasingly demanding world.
From buying their first car to landing a senior leadership role, South African women are achieving milestones in line with and defying societal norms. The survey revealed the average ages at which these key life events occur and compared them to perceived societal expectations.
For instance:
- The average age at which South African women buy their first home is 30 years and 6 months, just slightly above the perceived societal expectation of 30 years and 4 months.
- Women are achieving senior leadership positions at an average of 33 years and 8 months, which is younger than the societal expectation of 34 years and 4 months.
- Despite expectations, women are landing their dream jobs almost three years later than anticipated (31 years and 9 months vs. 28 years and 11 months).
This data highlights that while many women surpass societal expectations in career milestones, some goals, particularly personal ones like starting a family, are happening later than expected. These delays aren’t necessarily negative - they just mean that more women are prioritising their personal growth, careers, and financial security over outdated timelines regarding their traditional role in society.
Societal Pressure: Challenging Age Expectations
The pressure to "have it all" weighs heavily on many South African women.
Almost 60% of respondents reported feeling societal pressure to achieve certain milestones by a specific age, while over 40% felt this pressure before they were ready. Moreover, a staggering 81% believe that societal expectations around age and life events are outdated and need a total rethink.
The survey also revealed that women often face judgment based on their age when it comes to achieving milestones. Over half of respondents shared that they’ve experienced criticism for reaching key life goals "too early" or "too late." However, more than half of women (51%) said they felt fulfilled at their current stage in life, indicating a growing trend of women rejecting societal pressures in favour of following their own path.
Life Goals: Priorities Beyond Timelines
The majority value personal happiness, continuous growth, and financial independence over traditional milestones like marriage and starting a family.
Interestingly, financial security outranked family and career as the top priority for most women, with 70% citing it as their primary focus. In contrast, "career" was ranked seventh, with only 20% listing it among their top three priorities. This demonstrates a shift towards financial independence as a marker of success, reflecting the broader economic climate and women's increasing awareness of their financial futures.
However, despite their determination, 63% of women cited the high cost of living as the biggest obstacle to achieving their life goals. Lack of financial resources (56%) and debt (40%) were also significant barriers. These insights suggest that while women focus on securing their futures, economic constraints hinder their progress.
Career Goals: Breaking Through Barriers
Career aspirations remain a significant part of many South African women's journeys. The survey found that more than half of respondents (52%) prioritise career fulfilment over traditional milestones like marriage and children. Despite this, many still face societal and economic hurdles in achieving career success.
Nearly 40% of women said they felt pressured by friends and family to succeed in their careers, while 43% cited financial constraints as the primary obstacle to further education or career advancement. Family responsibilities (42%), a lack of confidence (30%), and fear of failure (29%) were also common challenges.
An overwhelming majority (73%) believe the glass ceiling still exists in the workplace, while 69% feel that men are given more opportunities than women. These findings underscore the need for workplace reforms and support systems that empower women to break through these systemic gender-bias barriers.
Beyond Insurance: 1st for Women’s Commitment to Empowerment
1st for Women isn’t just about insuring possessions; it’s about empowering women at every stage of life.
This campaign celebrates South African women’s resilience, strength, and fearlessness while acknowledging their challenges. The survey data clearly shows that women’s priorities are evolving, reflecting a shift towards individual fulfilment and experiences over traditional markers of success.
Recognising these evolving priorities, 1st for Women is committed to providing products and services that cater to women’s unique needs. The company champions female empowerment by offering insurance solutions designed by women for women. Whether it's Home Insurance, Car Insurance, or specialised policies tailored to individual needs, 1st for Women is there every step of the way.
According to our experts at 1st for Women, the key to overcoming societal pressures and achieving fulfilment lies in focusing on your own journey. By redefining success on your terms and embracing fearlessness, South African women can break free from the constraints of traditional expectations.
Practical tips for women navigating these common pressures include:
- Focusing on your financial independence early in life to reduce reliance on external factors
- Recognising your achievements - take small steps towards life goals, and don't be afraid to ask for help when needed
- Remember that milestones don’t have to happen in a specific order or by a certain age - your path is unique
As part of our commitment to empowerment, 1st for Women continues to invest in initiatives that promote safety, security, and confidence. We’re dedicated to supporting women on their journeys toward fearlessness and fulfilment, from insurance products to community initiatives.
A Journey Worth Celebrating
The survey results show South African women defying societal expectations and setting their own pace for achieving life and career goals.
While financial and societal barriers remain, we have found that women are determined to prioritise what matters most - financial security, personal growth and fulfilling relationships.
At 1st for Women, we celebrate every "first" with you. From your first car to your dream job, we’re here to make sure you feel safe, empowered, and ready to take on the world. Your journey toward fearlessness is just beginning, and we’re proud to be by your side every step of the way.
Sources & methodology
To gain insights into the milestones, expectations, aspirations, and barriers faced by South African women, 1st for Women collaborated with The Village Facebook Group surveying 980 of its members in September - October 2024.
Data collected is correct as of October 2024.