Women Are Faking It!

7 in 10 women are faking confidence

2 in 5 women think their way to confidence

Confidence.....something we all strive for. Wouldn't it be nice to be confident all the time, never having to worry about speaking your views in public, never having a bad hair day or even a day when you can't face the thought of getting out of bed.

Realistically, we have to face facts that we can't be confident all the time. Some people exude an air of confidence, but are they bluffing? Most probably. Only a lucky few are born with high serotonin and dopamine levels which produce natural confidence. However, the good news is that we can influence our own self-confidence and confidence is something that we can learn. It is important that women are aware of this so they begin to take control and tackle confidence issues.

Boots has looked into this complicated, perhaps even elusive topic, and whilst we may not have found all the solutions, we believe we can help women develop their self-confidence. Women need to be able to recognise the value of confidence tools, such as positive thinking, the power of a new lipstick or a good haircut. Simple tools and tips can go a long way to help women overcome confidence problems.

Commenting on the survey results is Sue Tompkins, Head of Lifestyle Services at Boots Health & Beauty Experiences. Sue is actively involved in the teaching programmes at Boots and is currently working with leading industry experts to further develop the programmes and classes, such as 'Happy Life Skills', 'Managing Your Weight' and 'Getting Beyond Stress'.

Boots Expert, Sue Tompkins comments:

"This research suggests that confidence levels are still holding women back from realising their full potential. It is important women recognise that confidence is within their grasp and begin to take steps to achieve this."

Women Are Faking It!

• 7 in 10 women are faking confidence.
• Only one third of women feel confident all the time.
• Women in the South are more likely to feel confident all of the time.
• Older women (55+) are more confident and are less likely to fake confidence.
• Women are at their most confident in front of family and friends.
• The work place is highlighted as a real confidence zapper as few working women feel confident around their bosses.
• Business presentations and speaking at a conference are situations women would rather avoid.
• Women in the Midlands rely more on friends for confidence boosts.

Boots Expert, Sue Tompkins comments:

"When faced with an uncomfortable situation, we can turn to faking it to get us through. Having your own confidence tool is a tried and tested quick fix for boosting confidence. For example, buy a new lipstick or even learning how to apply make-up could be the first steps to a confident new you.

Treat yourself to a good haircut and pay attention to caring for your hair. Well groomed hair will not only look great, but will also give you air of confidence. After all, we have all seen what great hair has done for Jennifer Aniston!

Clothes are another important confidence tool - wear a favourite suit, or head for the shops and buy something new for an extra boost.

Whilst these tips may sound superficial, don't underestimate the power of a confidence tool."

Are You Born With It?

• Apparently not. Only 1 in 10 women believe confidence is something we are born with.
• 6 in 10 women believe confidence comes from age and life experience.
• Women rate their relationship with their partner and bringing up children as areas they feel most confident about.
• Single women gain confidence from their career and social life and are more concerned about their looks than married women, perhaps reflecting their desire to attract a new partner.
• 6 in 10 women would not eat, drink, party or holiday alone.
• However, women in the South are more confident than their Northern & Midland neighbours when going out alone.
• Positive thinking is relied on by 2 in 5 women to help boost their confidence.

Boots Expert, Sue Tompkins comments:

"Although we do inherit certain personality traits, the good news is that we can influence our own self-confidence. For an instant confidence boost, try reminding yourself of all the things you know you're good at. A simple measure, but try it, it really does work.

Positive thinking - this is a great finding as is shows how women now realise that a little positive thinking can go a long way! Empowering ourselves with 'I can', 'I will' and 'I want' helps boost both our self-esteem and confidence.

It's no great shock that older women are more confident as with age, we become more in touch with ourselves and recognise what our real priorities are. Confidence is developed through experiences and the more experiences we learn from, the greater our comfort zone becomes. Take action now! Don't be afraid of trying new things, and rather than avoiding a situation, tackle it and you will learn from it. Remember that all life experiences - both positive and negative - are learnings that enrich our lives."

Changing Appearance

• Two thirds of women would like to make a health related change - including losing weight and improving health or fitness.
• Half the women surveyed picked one or more of, their weight, figure/body shape and level of fitness as an area they lacked confidence in.
• Losing weight was chosen by 1 in 3 as being something that would boost confidence.
• Working women are more likely to want to lose weight and improve their fitness than those not working.
• Northern women are more concerned with their hair - a new haircut or hairstyle is more likely to boost their confidence than women in the Midlands and the South.
• One quarter also say that gaining weight is one of the top 3 things that would knock their confidence.
• Women in the North & Midlands are more worried about their weight.
• Women in the Midlands are more concerned about their level of fitness and wanting to improve their fitness.
• Young women are more worried about their weight.

Boots Expert, Sue Tompkins comments:

"It is not surprising that we feel less than ideal, as we are constantly faced with 'perfect' models and celebrities. These women represent a very small proportion of body shapes and we need to be realistic about our own goals.

However, women who are overweight do have to watch out for health risks. Try some simple changes to become more active, perhaps walking more and balance your diet by including lots of fruit and veg.

Boots Lifestyle Services 'Managing Your Weight' programme recognises that maintaining your ideal weight and feeling confident about your body is a powerful combination that can lead to good health and self-esteem. This programme will help you step out with confidence and wear your clothes with a happy smile."

MORI interviewed a representative quota sample of 1,130 women across 182 sampling points in Great Britain. Interviews were conducted face-to-face, in-home between 5-9 October 2000. Data have been weighted to reflect the national profile.