Bringing Barbie to life with Women in Estate Agency
When Barbie® set out to find her next DreamHouse, we wanted the campaign to reflect the reality of moving home and the important role estate agents play in that journey. That’s why we partnered with Women in Estate Agency (WiEA), helping to bring real industry insight into the campaign and ensuring agents were represented at its heart.
Together, we helped create a campaign that celebrated independence, aspiration and the expertise agents bring to every move.
We see this partnership as a vital way to advocate for our industry, and achieve our mission: to give everyone the belief they can make their move. It’s just one way we’re building success together with our agency partners, supporting them with insight, training, control and advocacy.
A partnership built on shared values
We’re proud to partner with Women in Estate Agency, a not-for-profit organisation run by volunteers, with a mission to achieve true equality across the estate agency sector.
Through this collaboration, we were able to:
- Bring authentic agency perspectives into the campaign
- Champion the role estate agents play in helping people find their next home
- Highlight the importance of representation and diversity within the property industry
- Support an organisation working to create positive change across the sector
Did you know more young women are considering buying with friends?
As part of this campaign, we commissioned some research which showed:
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- 75% of Gen Z and Millennial women see homeownership as an important life goal and 42% seeing it as a form of greater independence.
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- ‘Platonic Co-Buying’ emerges as a serious consideration, with nearly half (48%) of those surveyed actively open to buying with friends to gain earlier independence, saying they think it would boost their overall happiness (56%) and sense of community (62%).
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- When it comes to successfully buying and living with friends, practicality tops the wish list, with equally sized bedrooms (52%) and separate bathrooms for each co-buyer (52%) emerging as the most important features to help support long-term shared living.
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- Beyond functionality, women are also prioritising homes designed for connection and entertaining, with a large garden (44%) and open-plan living space (31%) ranking among the most sought-after features, reflecting a growing desire for sociable, hosting-ready homes.
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- Dual-zone remote working nooks (33%) are also highly prioritised to allow friends living together to work from home comfortably, alongside the social essentials of outdoor spaces like terraces or balconies (27%) and open-plan hosting areas (26%) for shared meals and entertaining.
