American Women: How They Feel & What They Do

with Diane Crispell, Senior Consultant, GfK Consumer Life

American women across the generations often have very different attitudes and values. The pandemic and a variety of other factors have transformed women’s roles and perspectives — changes that marketers need to understand for smarter positioning and targeting

"American women, like those elsewhere in the world, have been disproportionately affected by the COVID-19 pandemic,” said Diane Crispell, senior consultant for GfK Consumer Life and author of the report. “Despite the disruptions to their jobs and families and resulting stress, they have a generally positive outlook and care about aspects of life that speak to a broader social conscience.”

Tune in as Diane offers specific insights and findings from her report that dive deep into the lifestyles, values and attitudes of American women.

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This episode features

Diane Crispell

Diane Crispell
Senior Consultant

Diane is Senior Consultant with GfK Consumer Life. She has been working with the Consumer Life syndicated US and global studies since 1997, at which time she was the mother of two young children and the only employee working from home full-time. She produces many of the reports that provide insights to clients across a broad range of product categories, with a specialty in demographics and lifestyles. She earned a B.A. cum laude in sociology from Cornell University and previously worked as an editor of the former business journal, American Demographics magazine.

More resources


Study: The American Women Report

American women generally report that they have control over their lives and believe their skills are in demand – but they are not feeling the same confidence as their global peers or their male counterparts in the US.

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