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Female Tribes: Warrior Women

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As part of JWT Folk's commitment to understanding people to impact culture, the company has launched one of the biggest proprietary studies of women ever undertaken. Female Tribes has uncovered valuable insight into what it means to be a woman today amidst a time of significant challenge to the status quo and seismic cultural shifts and gender roles. Ireland was part of this global study across 10 markets, which captures the female view and experience about everything from how they define personal success and what motivates and challenges them, to work, family, money, culture, religion, tech, role models, children, education and gender stereotypes. To celebrate the findings of this report in a uniquely Irish way, the agency enlisted spoken word artist Sasha Terfous to write a powerful poem, 'Warrior Women', which immortalises a number of key themes from the data.

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