05 February 2025

Good Housekeeping UK launches Gentelligence campaign to bridge generational divide among women

Good Housekeeping UK has unveiled its new campaign, ‘Gentelligence’, aimed at highlighting the common beliefs and ambitions shared by women across different generations. This initiative emerges from a landmark survey involving nearly 3,000 women, spanning ages from 18 to over 80, to challenge the stereotype of intragenerational conflict that has become prevalent in today’s discourse on ‘culture wars’.

The findings reveal that women from the Baby Boomer generation to Gen Z exhibit more shared values than previously assumed, particularly regarding financial stability, personal relationships, body image, and societal issues. A remarkable 82% of participants stated that there is more common ground between generations than divisiveness, while 90% concurred on the need to learn from one another.

The Gentelligence Project seeks to further explore the insights gathered through a combination of investigative journalism, interactive events, and partnerships with brands. Over the course of the year, the campaign aims to distill the experiences of women from various backgrounds and age groups, fostering a dialogue to address the hopes and challenges they face.

Key statistics from the research show that regardless of age, a significant number of women maintain a critical view of their body image, with “losing weight” being the most cited life goal across generations. Additionally, all cohorts identified friendship as a more crucial aspect of life than motherhood, while fidelity was deemed the cornerstone of successful long-term relationships. Financial independence and the rising costs of living also emerged as primary concerns, alongside a shared commitment to tackle climate change.

Jane Bruton, Editor-in-Chief of Good Housekeeping UK, remarked on the initiative, emphasising that women’s fulfilment cannot be narrowly defined by societal expectations. “Women aren’t and never have been defined by the year they were born,” she stated, reflecting on the transformative societal shifts experienced since the magazine was established over a century ago.

The campaign will kick off with a live panel discussion on body image, featuring notable figures such as author Bryony Gordon and journalist Anita Bhagwandas, at Good Housekeeping’s headquarters in London on 11 February. Future discussions will focus on topics such as motherhood in March and female friendship in April, aiming to create a platform where women’s voices can converge and contribute to a collective understanding that crosses generational boundaries.

Edited and published by our team, with stories provided by the AI news platform, Noah Wire Services.

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