Women like to be prepared. ‘Just in case’


The multi-dimensional requirements of modern society means the pressure is real for women, who it is estimated drive 70-80% of household purchasing decisions, while juggling family, friends, jobs and careers; which is why women like to be prepared for those ‘just in case’ scenarios to deliver on the demands of their busy world.

Women’s innate ability to be prepared for whatever may happen is not conjecture – it’s scientific fact – women’s brains are structurally designed for interconnectivity, making them effective at multi-skilling, as well as considering multiple eventualities.

Take holidays, for example, research indicates that women pack more than they need when going on holiday. In fact, research found that women over-pack by two thirds when they go away, with 79% citing the most common reason for this being ‘just in case’.

According to Casey Rousseau, Marketing Manager of 1st for Women Insurance: “As women, we carry almost everything we could ever possibly need with us, just in case.   We often think about leaving 15 minutes early, just in case there’s traffic.  Truth is, we like to be prepared for any possible situation – and we are wired to do so. Our minds are creating never-ending mental lists to make sure we keep as many bases covered as possible.

“That’s why we keep a screwdriver in the car, or super glue in our handbags. That’s why

we research things before we do them. We have a plan for just about everything. It makes us feel secure. It makes us feel confident that we can do almost anything because we’ve prepared for it.”

She reports that 90% of women interviewed in a 1st for Women survey felt their role is changing in the world. “As modern women they often need to multi-task in order to perform at their peak and sometimes just get what needs to be done, at work, at home and at play,” says Rousseau. “And they manage all of this because they are adept at delivering all that their world requires of them because they are prepared,” says Rousseau.

The women said they are adopting a new normal that is less about fulfilling external expectations of perfection and more about making it work on their own terms. In other words, they want freedom and support to be themselves and be the best they can be and being prepared helps to achieve this.

 Celebrating Women’s Month

1st for Women is celebrating these amazing women during Women’s Month with the launch of its ‘Always ready. Just in case’ television commercial, aimed at inspiring confidence in women by highlighting and celebrating the fact that being prepared is a strength of women, which assists them in being the best version of themselves – on their terms.

The ad features a confident, determined little girl who marches to the beat of her own drum in her beloved pair of pink wellies. She goes about her day-to-day activities while wearing her wellington boots when they aren’t needed, un-phased by the reactions of those around her.

The advert concludes with a thunderstorm, and the ‘I told you so’ exhilaration of someone who is well-prepared. It unfolds to the soundtrack ‘You don’t own me’ – a nod to female independence.

Guardian Angel

The advert is a metaphor for the very role insurance plays – being prepared in case something happens. 1st for Women is there for all those ‘just in case’ moments with insurance specifically designed for women – not only providing car and home insurance, but also supporting the unique needs of women by providing peace of mind and convenience through its Guardian Angel Assist service.

Rousseau adds; “With our car and home insurance there is a Guardian Angel who you can call 24/7 whether you need your tyre changed, car towed or someone to make sure you’re safe; if you need a reliable locksmith, builder, electrician or handyman; or if you need to speak to a nurse, get medical advice or to call an ambulance.”

Our insurance product reduces functional stress and balances it with emotional peace of mind which goes hand in hand with being prepared.”

In addition, a portion of each monthly premium goes to the 1st for Women Foundation in order to help those affected by women abuse prepare for a better future.

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