Explosion in number of women working for themselves predicted

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A GENERATION of spirited young women is set to explode into the male-dominated world of working for themselves, according to a new report.

The attitude of the female go-getters has been summed up as the ‘world is my oyster’ (WIMO).

Dr Alexandra Beauregard of the London School of Economics was commissioned by Avon Cosmetics Limited to compile the Avon Inspiring Tomorrow’s Women Report. It indicates the number of female entrepreneurs looks set to nearly double over the next few decades.

Research carried out by Dubit amongst 2,000 16-24 year olds reveals that the youth of tomorrow are looking to seize control of their own future through enterprise.

Despite entrepreneurship traditionally being a male dominated world, key findings from the research, support the predicted narrowing of the gender-based enterprise gap. Almost two thirds (60 per cent) of the young female WIMOs who participated in the research expressed an interest in setting up their own business.

The attitudes of the WIMO generation of entrepreneurs recorded in the research demonstrate a readiness to work hard and make sacrifices in order to achieve career fulfillment. The research reveals that:

> Almost three-quarters (72 per cent) of the young women who participated say being their own boss appeals to them. However, less than a third (28 per cent) of the young women questioned felt there was sufficient advice from the government on this subject to assist their drive for enterprise.

With over three quarters of the young women (76 per cent) questioned believing the job market is at saturation, many believe being their own boss is a realistic alternative to the current overloaded job market.

Dr Beauregard said: “In the harsh light of today’s economic realities, Avon’s research reveals young women are well aware of the challenges that face them, and are prepared to meet those challenges head-on. If the world is where we seek our fortune, then this is the WIMO – the ‘world is my oyster’ – generation. With hard work and determination, these women will prise open the shell of the economic downturn and extract the pearl of satisfying work combined with a meaningful family life.”