The race to number 10: a battle of the wives?
Almost a quarter of women (24 per cent) are taking a more avid interest in political affairs thanks to well-known women in politics such as Sarah Brown and Samantha Cameron according to research by female friendly insurer Sheilas’ Wheels[2]. 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 (Politicians’ Wives And Girlfriends).
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. A further 72 per cent of the women surveyed claim the PWAG is a big influence on their wardrobe - way ahead of the WAG with 28 per cent of the vote.
Additionally, over a third (37 per cent) of British women would rather be, or be like, Samantha Cameron compared with a fifth (21 per cent) who voted for original WAG Victoria Beckham.
Testament to their growing fan base, Sarah Brown has 1,117,984 followers on Twitter. Samantha Cameron has also set up her own YouTube channel, with her first film being viewed over 22,500 times to date[3].
Jacky Brown at Sheilas' Wheels comments: "It seems that Samantha Cameron and Sarah Brown are really becoming the talk of the nation in the run up to the election this year and it is great to see that British women seem to be looking up to this new breed of empowering female role model.
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 pregnant WAG Danielle Lloyd
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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
Visit the official fansite for Sheilas’ Wheels: www.ilovesheilas.com
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Notes to Editors:
- Politicians’ Wives And Girlfriends
- 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.
- As at 12th April 2010.
