A new empathy-led study by Riverbed has revealed not only what matters most to women - but also insights that challenge some long-held assumptions about women’s ambitions, work patterns, and priorities.
For women across South Africa’s major cities, financial independence tops the list of priorities, with 41% ranking it above all else. Close behind is the desire to be a good mother and partner - goals which women see as deeply connected: without financial security, caring for family becomes even harder.
But here’s where the research shakes up expectations: career advancement ranked as a top priority for only 6% of women. This isn’t a sign of low ambition - it’s the reality of competing priorities and systemic barriers. Before many women can think about climbing the ladder, they have to secure financial stability and meet the demands of family and cultural expectations.
The myth that women work less because of childcare commitments also doesn’t hold up here. In fact, 89% of women spend more than eight hours a day at work - while also shouldering most household and caregiving duties. This double burden leaves little time for personal development, networking, or rest.
Another assumption overturned: women are more often the financial decision-makers than not. Sixty-two percent make financial choices alone, rising to a remarkable 96% for single mothers.
Confidence, too, is not a fixed trait - it’s context-dependent. Many women feel confident in their own abilities, but that confidence drops sharply in male-dominated workplaces. This has a chilling effect on visibility, leadership progression, and risk-taking.
The study also underscores that inequality starts long before the workplace. An overwhelming 95% of women were primed for caregiving roles from childhood, shaping how they view their responsibilities and career potential well into adulthood.
Perhaps most striking is the reframing of representation: “Women aren’t looking for a seat at the table. They just need the food that’s on it.” In other words, symbolic inclusion means little without real access to resources, decision-making, and equitable treatment.
For Women in Marketing Africa, these insights reaffirm our mission: to challenge systemic and cultural barriers, push for environments where women’s ambitions aren’t limited by upbringing or bias, and champion definitions of success that value impact, authenticity, and wellbeing alongside achievement. Because when women are free to focus on what truly matters to them, the ripple effect benefits everyone.
The Riverbed Agency is an award-winning, full-service integrated agency borne at the confluence of proven PR and leading brand thinking. They are the largest, independent black female owned agency in South Africa, merging true diversity and bold omni-channel ideas.
Find out more about the Riverbed Agency and download the full report.
Source - theriverbed.co.za