PWAG is the new WAG
Over the past decade the WAG has ruled the roost with the likes of Coleen Rooney and Alex Curran dominating hearts and headlines. But new research[1] out today suggests women are turning to a new breed of role model - the ‘PWAG’ (Politicians’ Wives And Girlfriends).
PWAGs such as Michelle Obama and Carla Bruni are fast becoming the envy of British females with 72 per cent of women surveyed claiming the PWAG has the biggest influence on their wardrobe - way ahead of the WAG with 28 per cent of the vote - with ladies opting for a less flash, more conservative, demure look. A further 88 per cent of women questioned admit that the PWAG has had an influence on their behaviour and the way they conduct themselves, choosing modesty over brashness.
The research, by female friendly insurer Sheilas’ Wheels who polled women aged 18 and over, reveals that almost a quarter of women (24 per cent) polled admit that they have taken a more avid interest in political affairs since the rise in popularity of well-known women in politics such as Sarah Brown and Samantha Cameron. One in six women (17 per cent) even revealed they would consider dating or marrying a politician since the rise in popularity of the PWAG.
Additionally, 72 per cent of British women would rather be, or be like, Michelle Obama compared with just 21 per cent who voted for the original WAG Victoria Beckham.
Jacky Brown at Sheilas’ Wheels comments: “This year we’ve seen the rise in popularity of politicians’ wives and girlfriends as they’ve become the talk of the nation. From style to substance, our research shows that WAGs are losing influence as British women are setting their sights on a new breed of empowering role model - the PWAG.
Even the likes of ultimate WAG Victoria Beckham are being forced to take a back seat as today’s modern woman aspires to new female figures in the public eye.”
Regional differences
- 13 per cent of Londoners surveyed would consider dating or marrying a politician since the rise in popularity of well-known women and couples in politics
- 30 per cent of Welsh females admit to taking more of an interest in political affairs since the rise of the PWAG – compared to a fifth (20 per cent) of Scottish women
- 29 per cent of women polled in Yorkshire would rather be, or be like, Sarah Brown – compared to 3 per cent who voted for on-off WAG Danielle Lloyd
Age differences
- 59 per cent of over 55s would like to be, or be like, Samantha Cameron – compared to 11 per cent who opted for Victoria Beckham
- 17 per cent of under 25s would consider dating or marrying a politician since the rise of the PWAG – compared to 12 per cent of over 55s
- 61 per cent of under 25s questioned would rather be, or be like, Michelle Obama – compared to 13 per cent who voted for Alex Curran
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For more information and a further breakdown of regional and age differences please contact the Sheilas’ Wheels press office at Mischief PR on 020 7100 9999 or email sheilaswheels@mischiefpr.com
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Notes to Editors:
[1] Sheilas’ Wheels used the independent online research company Fly Research who surveyed 1,031 females in the UK, from across the country aged 18 to 50, between the 6th and 9th November 2009.
About Sheilas’ Wheels:
Sheilas’ Wheels was launched in October 2005 to offer women drivers cheaper car insurance and female targeted product enhancements. In February 2008, the brand moved beyond car insurance to also offer home insurance with product enhancements including alternative accommodation (buildings and contents cover) in the event of loss of utilities in the home (terms and conditions apply), new for old cover on clothes (contents cover) and family legal protection cover which also includes assistance in finding emergency registered childminders while the insured person is attending jury service, and legal representation for a customer’s child if they do not gain entry to the school of their choice (terms and conditions apply).
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Sheilas' Wheels sponsors the ITV National and Channel 4 Weather bulletins: “The weather you can never choose, but Sheilas’ Wheels is all good news!”
