Aller Media AS
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Exclusive premiere: Launch of The Nordic Women Report 2025
With the scent of freshly brewed coffee and buzzing conversations at Telegrafen, Aller Media launched The Nordic Women Report 2025 in Norway for the very first time. The report, developed in collaboration with Norstat, is based on responses from over 4,000 women from across the Nordic region, and provides a rare insight into women's thoughts on bodies, finances, relationships and worldviews.
Aller Media has a long tradition of focusing on women, and during this morning's event, participants were guided through the report's most insightful findings by a competent and committed expert panel. Executive Director Bente Klemetsdal opened the day by welcoming and explaining the background to the survey, while Ida Elise Eide Einarsdottir, Fashion and Beauty Manager at KK, led the program as a conference host. Senior Analyst Regine Garfjeld Sandberg presented key figures and trends, and psychologist and couples therapist Catrin Sagen contributed valuable reflections on women's emotional lives and relationships.
The report highlights five key themes:
- How do women balance anxiety and faith in the future in an unstable world?
- How does the pursuit of balance affect women's everyday lives and energy?
- What expectations do women have for their relationships?
- What does money mean to women – freedom, security or status?
- How do women relate to their bodies, body ideals and health?
The contrasts are striking: ideals of equality collide with everyday addiction, sustainability with impulse shopping, wellness with quick fixes – and body positivity with "Heroin Chic".
When we asked which social issues worry women the most, the answer was clear: war and conflict top the list (7 out of 10), followed by prices and cost of living (4 out of 10), climate and environment, crime and insecurity, and democracy and political unrest. In short: the world is perceived as unstable, and this affects Nordic women.
When we look at the division of tasks in the home, the figures show that women still take the main responsibility for housework, cooking, planning, childcare and emotional support. The desire for a more equal distribution and a more equal partnership is strong – but the reality tells a different story. Younger generations are more concerned with fairness and balance, but it is still women who carry the majority of everyday tasks
The report shows how everyday life pulls women in all directions. When time is tight, exercise is often given a lower priority – closely followed by socializing, hobbies, housework, sleep and rest. Many women are under pressure to perform: to be “good at everything”.
– The report is more than numbers and trends. It is a mirror of women's reality and a map of what is to come. It shows the tensions that characterize life in the Nordic countries today: freedom and pressure, equality and dependence, health and overload. It reveals how women think about balance, relationships, finances and bodies, and how these attitudes are contradictory and changing, says Regine Garfjeld Sandberg.
The breakfast seminar hopefully gave the participants new insights, space for reflection and inspiration, and marked the start of what we believe is an important conversation about women's lives in the Nordic region. We hope the report will be a practical tool for those of you working with a female target group, and help you understand, connect with and create real value for women in Norway.
Would you like to access the extended report or get in touch with us? Download the report here , or Contact us here .
