Home > Excerpt from What Women Really Want

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WHAT WOMEN REALLY WANT, the new book by Kellyanne Conway, President & CEO of the polling company, inc., and democratic pollster Celinda Lake of Lake Snell Perry Mermin & Associates,   examines women in their multitude of roles--in the workplace, home, and community. It addresses women as leaders, mothers, activists, committed singles, primary consumers, entrepreneurs, caretakers, and innovators. In essence, it analyzes the quiet yet powerful way that women are causing change, forging consensus and taking charge in nearly every aspect of everyday life.

On women and the political process:

“One dramatic change in American politics over the past decade is the decreasing influence in region as a bright-line distinction.  For all the talk about ‘blue states’ and ‘red states,’ many women are comfortably ‘purple’—mixing and matching their political positions based on issues as much as ideology.” 

“Most American women don’t wake up in the morning thinking, ‘I’m a Republican’ or ‘I’m a Democrat.’  They wake up thinking, ‘I’m late for work…Jenny has soccer practice at 3:00…there’s a sale at Kmart…I’ve got to pick up Mom’s prescription.”  When they do think about politics, it’s because an important area of their lives is influenced by public policy.  They’ve lost their job, there is a health crisis, a family member in the military is being shipped overseas.  Politics is personal.  That’s a fact of being human, and it’s a facet of being female.” 

On women and the economy:

“Not so long ago, hanging a out a shingle seemed more aspirational than achievable to many women.  Now they are becoming more attainable.  Fully 20% of women identify themselves as small business owners; of these 6% are full owners, 4% are partial owners, and 10% are self-employed or earning self-employment income.

“According to our survey, women who went into business for themselves did so to gain greater financial security (20%), for flexibility or more time (20%), greater independence (15%), for a change in career (9%), and because it was the ‘right’ time (10%).”

“Women aren’t just good at spending.  Increasingly, they’re taking on the job of portfolio managers for themselves and their families.  A study of more than 1,000 baby boomer women by Prudential Financial found that 95% of them were either solely or jointly responsible for IRAs, compared with 61% in 2000; 80% were solely or jointly responsible for 401(k)s compared with 59% in 2000; and 94% were solely or jointly responsible for savings accounts, as opposed to 85% in 2000.”

On women and national security:

“The Next 10 Years: National security will share a place at the top of the political agenda with personal security concerns—especially retirement issues of health and housing, including long-term care.”

"’Control’ is the preferred currency even four years after the 9-11 terrorist attacks.  Women are striving to exact a sense of autonomy and ownership over the areas of their lives that demand their attention but for which the whiff of uncertainty consistently lingers.  Even more than time or money, a woman’s quest for control – over her health, her children’s safety, her retirement security, her schedule.”

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Copyright © 2005 by Celinda Lake and Kellyanne Conway

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