Power, redefined: “Her and Now” report shows South African women want more softness in their lives
This Women’s Month, 1st for Women has launched its inaugural “Her and Now: Insights into the Women of South Africa 2025” report, a comprehensive study revealing that South African women are quietly redefining what it means to be powerful, with many seeking more softness, balance, and self‑preservation in their lives.
Drawing on in‑depth qualitative and quantitative research with more than 4,000 women across South Africa, the report offers a nuanced view of life at the crossroads of progress and persistent inequality.
While they are more ambitious, expressive and connected than previous generations, women are also carrying heavier burdens – from financial strain and safety concerns to the relentless pressure of the “strong woman” archetype.
“South African women are simultaneously more empowered, and more exhausted, than ever before,” says Dr Reitumetse Mpholle, 1st for Women’s Senior Manager of Insights and Research Initiatives. “The Her and Now report is our commitment to seeing women as they are, in all their complexity, and supporting them in ways that recognise both their strength and their need for rest.”
The quiet revolution: softness as strength
The research uncovers a powerful cultural shift: a “gentle rebellion” in which women are reclaiming softness, rest and self‑preservation as acts of strength. While 90% agree they are redefining success to include peace, not just achievement, 96% believe the right to exhale is as important as the drive to achieve, but 43% say that they are rarely afforded uninterrupted time for themselves.
In this rethinking of power, saying “no” then becomes an act of self‑preservation, joy is deliberately scheduled, and boundaries are non‑negotiable.
Only 11% of women define success as career advancement, while 45% prioritise financial security and 29% just want a peaceful, balanced daily life.
Safety and the price of joy
Safety remains a pressing concern: only 6% of women feel safe being out after dark, and just 18% feel safe walking alone during the day. More than half say safety fears limit their daily activities.
Financial stress is equally pervasive, with three in four women citing money as their biggest source of anxiety. While 88% believe financial independence is essential for happiness, 64% feel guilty spending money on themselves – a reminder of the emotional weight tied to economic realities. Just 4% of women find joy effortless.
Solidarity over silence
The report highlights a surge in everyday solidarity among women. Sixty‑five percent say they always encourage other women, and 97% “show up” for them even when it’s difficult. Many believe change will come from women themselves, not institutions, and are actively building the futures they want to see.
For 1st for Women, the report is a chance to broaden the brand’s role, says Dr Mpholle. “Protection isn’t only about policies and products; it’s about listening to women, understanding their lives, and responding with solutions that support their safety, financial security, emotional wellbeing, and personal agency. We see Her and Now as a tool to guide real action and make a difference for women.”
The Her and Now: Insights into the Women of South Africa 2025 report is the first in an annual series that will track the evolving realities, needs and aspirations of South African women.
