What Women Want Survey 2025 results: Breaking the age barrier

In Singapore and beyond, where staying young is often prized, age can quietly shift a woman’s place in the room.

This year, Her World’s What Women Want survey turns its focus to Singapore women and how age shapes their lives at every stage. What does it mean to grow older while juggling work, caregiving, health and everything in between? And how does age, whether too young or too old, affect how seriously a woman is taken?

We asked 300 women across Singapore, from Gen Z to baby boomers, how age has shaped their relationships, health, confidence, careers and sense of the future. The findings go beyond what women are managing, and reveal what is missing: time, support and systems that would make life as a woman feel less isolating.

Structured around five key pillars – Social & Interpersonal Matters, Health & Wellness, Beauty, Future-Proofing and Workplace & Career – the survey offers a grounded look at how women are navigating age in real time.

From shrinking social circles to shifting career goals, the data reveals a mix of practical concerns and emotional recalibrations. Some are rethinking what fulfilment looks like, while others are simply trying to be taken seriously.

The real picture of women’s well-being: Women’s well-being

Energy may dip, but effort doesn’t

Nearly 94% of women say it has become more difficult to maintain their physical health or energy levels, with 6 in 10 saying this was “definitely” the case. For those who manage to make time, common ways of staying well include maintaining regular exercise (74%), a balanced diet (65.3%), and good sleep habits (53.7%). Health screenings (44%) were also part of the equation, although getting medical care isn’t always straightforward.

The stress that women carry, no matter their age

Stress continues to weigh heavily on many women’s daily lives. Half (49.7%) of respondents report experiencing high stress currently, and 96.6% of them say it has negatively affected their overall well-being. When asked how they cope, 65.8% say talking to friends or family helped, followed by 60.4% who turn to exercise or nature, and 32.2% who practise journalling or mindfulness.

Perimenopause is a common hormonal condition

Hormonal health has affected respondents in deeply personal ways – 39% have experienced PCOS, and 38.8% of them say it significantly affected their mood, energy and well-being. Nearly half (48%) have gone through perimenopause, with 35% reporting major emotional or physical changes. 32% have experienced menopause, and among them, 28.1% say their quality of life took a hit.

Growing up and growing apart: Social and interpersonal matters

Staying socially connected in adulthood isn’t as effortless as it once was. As life grows fuller, friendships tend to drift or fall by the wayside.

Family first, but at a cost?

When support is needed, 55% turn to family, while 26% would turn to friends. At the same time, family expectations remain a key source of pressure. 

54% of respondents say they are expected to provide financial support for their families, 50.7% to care for elderly family members, and 41.7% to settle down or get married.

3 in 4 women feel socially disconnected

A significant 3 in 4 respondents say they feel socially disconnected in the last six months. The top reasons cited were a lack of time (46.3%), drifting apart from old friends (38%), and having difficulty finding like-minded people (36%).

The changing landscape of adult friendships

78.7% of women say ageing has affected the quality of their relationships. 82.3% share that their circle of friends has grown smaller over time, while 57.7% say making new friends has become harder. Of this group, 1 in 5 (20%) strongly agree with this.

Beauty reframed by age and experience: Beauty

Though ageing is natural, many women still feel pressured to meet unrealistic expectations. This reflects how modern day beauty standards often leave them feeling like they fall short.

Changing bodies, evolving confidence

Nearly 3 in 4 women (72.3%) say they feel anxious or self-conscious about physical changes in their appearance, including skin, weight, hair and mobility. 74.3% of respondents also share that they had struggled with body image at some point in their lives. That said, the relationship with one’s body can evolve positively. Among those who had gone through pregnancy or motherhood (53%), 68.4% say they learnt to love their bodies more after giving birth.

Anti-ageing tops list in beauty routines

In terms of beauty upkeep, 63.7% of respondents share that anti-ageing creams and serums remain the most used products, followed by collagen supplements (28.3%), skin whitening products (22%), and hair-related supplements like biotin (20%).

When hair confidence starts to thin

Hair-related concerns have emerged as a major confidence issue. Nearly 7 in 10 women (69.3%) say they’ve experienced changes in their hair, such as thinning, greying or altered texture. Many also share that these shifts have affected their self-esteem.

Beauty concerns that come with age

When asked about the physical changes they were most concerned about, body shape and weight came out on top (77.7%), followed closely by hair thinning or greying (74%), facial sagging or shape changes (72.3%), skin pigmentation or dullness (71.3%), and wrinkles or fine lines (64.3%).

Yes to facials, but pause on fillers

Where beauty treatments are concerned, facials are the most popular, with 63.3% having considered them. In the last six months, over half of respondents (53.3%) have gone for one. Laser or light-based procedures came next, considered by 44% of respondents and pursued by 22% of them. Visits to skin or hair doctors followed, with 30% considering them and 13% following through. As for Botox or fillers, respondents were more cautious, with 20.3% of them having thought about it and only 8% having taken the plunge.

Tackling career longevity in the workplace: Career and workplace

Though ambition doesn’t fade, recognition often does. The survey found that younger women are dismissed as inexperienced, while older ones are seen as outdated. So why are women still being sidelined?

Purpose and flexibility matter as much as pay

Ultimately, Singapore women are seeking more than just a pay cheque. Financial security (56.3%), freedom and flexibility (55%), and a sense of purpose or fulfilment (53.3%) are the top priorities they hope to achieve in their careers as they age.

Women hold back from asking for more at work

Even when women want to advocate for themselves, many aren’t sure where to begin. Nearly half (46%) haven’t asked for a raise or promotion due to uncertainty, while others hold back because of workplace or cultural norms (37.3%), or fear being labelled “difficult” (33.7%). When asked what would help most, women point to flexible work arrangements (71%), upskilling opportunities (52.7%), mental health support (50%), and mentorship from older women (38.3%).

Age bias and caregiving expectations hold women back

Ageism remains a reality in Singapore’s workplaces. 77% of women say age-based discrimination persists, with over 44% feeling judged or underestimated despite their experience and qualifications. Three in four say they feel more pressure to perform than younger colleagues, and that pressure doesn’t ease with seniority. At the same time, 63% believe women are still expected to choose between ambition and caregiving.

Career growth blocked by burnout, finances and family

Career stagnation remains another concern. 41.7% point to a lack of opportunities to shine, while others cite financial obligations (38.7%), fear of change (37.7%), family commitments (35.3%), and burnout (37%) as roadblocks to growth.

57.7% state that work-life balance is their biggest career challenge. Other common workplace challenges for women include:

• Not feeling valued or “seen” (48.3%)
• Gender bias (27%)
• Difficulties returning to work after a break (26.7%)
• Age discrimination (26.3%)

Future proofing for later years

Planning for the future can feel empowering, but it can also be overwhelming. Over 40% of respondents said they feel unprepared for legal or financial matters like CPF nominations, wills or LPAs, highlighting just how complex future-proofing can be.

Future fears: Future-proofing

When asked what they feel most unprepared for in terms of future-proofing, financial planning for later years (33%) emerged as the top concern. Other areas include legal planning (15.7%), medical insurance or cost estimation (15.3%), and caregiving for family members (14%).

Why future planning falls behind

One of the biggest barriers to early planning is a lack of financial knowledge (42.7%). Other obstacles include feeling overwhelmed (42%), and not having enough time (36%), all of which are familiar challenges for women managing careers, caregiving duties and personal responsibilities. More than 6 in 10 (62.3%) share that they feel underprepared to support themselves and their loved ones in the years ahead, with 1 in 4 feeling strongly concerned about this gap.

Most are managing medical, household and parental support

The reality is that many women are already carrying substantial financial responsibilities. Based on the survey results, most of the respondents are actively managing their medical or insurance needs (76.7%), contributing to household expenses (71.7%), and supporting ageing parents financially (48.3%). Others are contending with debt or housing loans (41%).

Taking steps to close the future-proofing gap

Despite these gaps, the intention to take action is strong. Over half (52.3%) have considered setting up a will or CPF nomination, but have yet to take the first step. In the next 12 months, the top financial tools that respondents intend to set up or review include:

• Lasting Power of Attorney (36.7%)
• Retirement investment plans (36.7%)
• Health insurance reviews (22.3%)