Today, PANDORA launches a global study revealing that 80% of women across the world are inspired by photography which celebrates life’s everyday triumphs. The results – revealed ahead of World Photography Day on 19th August 2017 – have inspired the direction of the PANDORA Autumn 2017 campaign launching in late August, entitled “Do See the Wonderful”.
The study, which interviewed over 7,000 women across eight countries and three continents, recognises that six times as many women are inspired by natural photographs of other women succeeding in everyday life than they are of static, posed “selfies”. PANDORA concludes that women feel encouraged by seeing other women’s day-to-day achievements, from spending time with children to training for a sporting event, and want to see these things celebrated truthfully in the content we share online.
The results also show that almost half the women in the world already capture photographs of everyday moments on their phone, demonstrating that many women already recognise the significance of the small things in life and are custom to documenting these activities in order to create memories for years to come. However, 1 in 3 women believe that trying to capture the “perfect” photo causes them to miss out on a full experience and 3 out of 4 women wish they had more time to cherish small everyday moments in their lives, leading PANDORA to believe that it’s time for a fresh, spontaneous style of photography that represents the real you.
“The results highlight how in today’s fast-paced, digital age, women often haven’t the time to reflect on and celebrate their daily accomplishments. At PANDORA, we want to inspire women to recognise the impact of the things they do– great or small – and will bring this message to life in a new stage of our ongoing ‘DO’ campaign which champions being true to who you are,” explains Minna Phillipson, Senior Vice President and Chief Marketing Officer at PANDORA.
In reaction to this study, PANDORA is calling on women to share natural images of them and their loved ones’ everyday triumphs to offer more authentic representations of their lives and to inspire others to recognise the wonderful in their own every day. Images shared on Instagram with #DOSeeTheWonderful and tagging @theofficialpandora will be entered into an online competition with winners selected for the most authentic and inspiring photography. The winning photography will be unveiled alongside a gallery of photographs taken by three renowned photographers commissioned by PANDORA to capture wonderful and candid portraiture of women around the world.
The full PANDORA Do See The Wonderful campaign will be unveiled alongside the Autumn 2017 PANDORA collection on 31st August 2017.
NOTES TO EDITORS
ABOUT THE SURVEY
The study was conducted by PANDORA and Survey Sampling International (SSI) in June 2017. More than 7,000 interviews were collected among 18-50 year old women across three continents and numerous countries. The countries including Brazil, United States of America, United Kingdom, Germany, Italy, China, Hong Kong and Australia were selected to represent a diverse cross-section of women from various cultures, ethnicities and socio-economic backgrounds.
All women completed a survey of 16 statements and were asked to respond on a scale from Strongly Agree to Strongly Disagree. Women also supplied open responses to a series of questions and documented their feelings when viewing a series of images – from images of women completing everyday things such as going for a run or completing household tasks to images of women posing in “selfies”.