A TICKING ‘TIME’ BOMB: THE CHALLENGES AND COPING STRATEGIES OF EMPLOYED FEMALES’ WELL-BEING

Financially empowered women contribute to their families and communities, promoting wider social benefits like education, improved health, and lower child mortality rates (HSRC, 2024).This highlights the critical social and economic benefits employed females (EF) provide.The number of EF has increased over the years due to the need for increased financial support in families.Although the female employment rate in South Africa (SA) is only 55,8% this is an increase from 38% in 1995 (StatsSA, 2024).Furthermore, more than 60% of women are the primary household purchasers, irrelevant of employment status (IQBusiness, 2020).Regardless of their relationship status, EF often have family responsibilities and are expected to balance dual roles concerning work, home, and other responsibilities, increasing stress and lowering levels of overall well-being (Commision of Gender Equality, 2024).This is driven by SA having more than 42% female-headed households (StatsSA, 2023).Healthy females are the foundation for healthy societies and constant high-stress levels are not sustainable.Balance of work and life poses challenges for EF and therefore, EF need coping strategies to support their overall well-being.Psychological well-being allows EF to increase happiness, focus, and effectively complete daily tasks.This study aims to reflect on the challenges and coping strategies of EF during purchasing decision tasks.Methods: The results presented were part of a larger research project, including similar independent qualitative and quantitative studies.An exploratory qualitative study entailed four EF focus groups that identified and described challenges and coping strategies until data saturation.Furthermore, an exploratory quantitative study (N = 255) was conducted among EF using online questionnaires, providing descriptive and correlational data.Results: Both studies indicated that the predominant challenge facing all EF is the lack of time.Despite innovative coping strategies, including support, planning purchases and shopping online, unhealthy or unsustainable coping strategies were also identified, including paying higher prices for convenience, depending on fast food, and having a fight or flight response, which is not viable in the long term.Conclusion: Enhanced psychological well-being may help EF manage challenges.A balanced work-life environment and healthy coping strategies might improve their well-being, performance under stress, and self-efficacy, benefiting society.