One of the fundamental outcomes of the barometer shows that 41% of the women surveyed said that financial independence is at the top of their list, while their aspirations to advance their career or invest in their education only ranked at fourth place (6%) and sixth place (5%) respectively, says the agency.

Why This Research Matters

Mona Zwambila, CEO of Riverbed, says, "What is getting in the way of women focusing on their careers? Our data shows that, while some women might be fighting for a seat at the table, most aren't even thinking about it, or simply want access to the meal being served."

Zwambila also challenges conventional wisdom by referencing the Matthew Effect, a phenomenon where initial advantages lead to accumulating further advantages over time. While women outperform men academically from high school to university, their representation on JSE-listed boards tells a different story: only 13% are executive directors, adds the agency.

This raises a fundamental question: Why is the Matthew Effect not translating into more women in leadership roles?

Key Findings from the Research

The findings reveal three major barriers: self-doubt, societal expectations and the juggle of work and home life. According to the agency, the research shows that many women struggle with self-belief and confidence:

  • Twenty-eight percent of women feel that their biggest hurdle is their own self-limiting beliefs, while 40% say both internal and external factors hold them back.
  • Thirty-three percent of women don't regularly feel safe and secure, a percentage that closely matches the number of women who have experienced some form of abuse.
  • At work, 73% of women feel comfortable expressing themselves, but that confidence fades in male-dominated spaces, with 66% feeling less assured around men.
  • Even though many women are confident in themselves, 31% avoid conflict at home, and this number jumps to 37% in the workplace. Interestingly, higher-income earners seem to struggle with this less.
  • Forty-eight percent of women who fell pregnant felt it limited their career aspirations and 28% struggled to communicate their pregnancy in the workplace.
  • Six in ten women experienced intimidation by work colleagues with 45% saying it had a negative impact on their ability to succeed.

Society's Expectations: The Pressure to Do It All

According to the agency, the barometer highlights how deeply ingrained societal and cultural norms still shape women's lives.

From a young age, girls are expected to take on caregiving and household chores — 95% of girls are expected to take on caregiving and household chores. These early experiences influence how women see their roles and the pressure they feel to meet family and societal expectations. Sixty-four percent of women choose careers that accommodate their family and personal responsibilities. Fifty-five percent of women say that cultural and family pressures have a real impact on their ability to succeed — and this pressure is felt most by women between 30 and 49 years old, says the agency.

The Great Juggling Act: Women Have to Do It All

The struggle to balance career ambitions with personal responsibilities is the reality of many women, says Riverbed.

Sixty-four percent of women say the pressure to balance motherhood and marriage directly influences their career choices. Eighty-nine percent of women work more than eight hours a day, only to spend the rest of their time juggling family and household duties. Seventy-two percent of women say they only get a minimum of two hours a day for self-care, adds the agency.

Zwambila highlights that there's simply not enough attention on the barriers that hold women back. "We often overlook how deeply ingrained societal norms influence the choices women make — sometimes in ways that don't serve their own success. As we push for meaningful action, let's shift our focus to these often-unspoken challenges, rather than just the familiar policy discussions."

Path to Change: Harnessing Success for Women

The barometer suggests that the few women who have succeeded within their careers have had to make trade-offs between their family and their careers.

"From a business or brand point of view, understanding these barriers women face can create authentic, meaningful connections that resonate with women's lived experiences. In our rapidly changing world, empathy-based marketing has emerged as a powerful strategy for creating meaningful connections that goes beyond rational, logic-based approaches and acknowledging that emotions and beliefs play a critical role in every decision," says Zwambila.

Discovering What Women Care About 2025 serves as a call to action for businesses, policymakers and society to bridge the gap between women's aspirations and their realities.

"Research shows that when brands approach their messaging with genuine understanding and care, they can contribute to breaking down professional barriers for women while simultaneously strengthening their market presence," concludes Zwambila.

For more information, visit www.theriverbedagency.co.za. You can also follow Riverbed on Facebook, LinkedIn, X, or on Instagram.

*Image courtesy of contributor