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Canadian women are more like Thelma than Louise

National survey provides insight into the value of female friendships

MasterCard Canada celebrates iconic movie with “Thelma & Louise: The 20th Anniversary Homecoming”

TORONTO, May 31, 2011 – When it comes to personality, a majority of Canadian women (65%) say they are more like Thelma than Louise, according to results from a national survey commissioned by MasterCard Canada in celebration of the 20th anniversary of the Thelma & Louise movie.

Iconic characters from a movie that celebrates the strength and depth of women’s friendships, Thelma is the laid-back and relaxed personality compared to Louise’s dominant one.

The MasterCard survey was done in support of “Thelma & Louise: The 20th Anniversary Homecoming” on June 7 at Roy Thomson Hall to benefit Women’s College Hospital Foundation.

Nothing like a good old-fashioned gab fest
Social media wasn’t around for Thelma and Louise in 1991, and the majority of Canadian women (81%) still prefer to keep in touch with their best friends through a simple phone call.

E-mail was second (55%) followed by text message (32%) and instant messaging (25%). The least popular method of keeping in touch? Letters (6%).

“Canadian women lead busy lives, but they still take the time to call their best friends – to make that human connection,” says Lilian Tomovich, Head of Marketing, MasterCard Canada. “As the saying goes: time is money, but taking the time to catch up with your best friend? Priceless.”

Solid as a…
…rock. Eighty-four per cent of Canadian women described their best friend as “a rock – she helps me through the good times and bad.” Three-quarters of women (75%) say their best friends have stood by them through bad decisions.

What is friendship without comfort and growth?
We all get the blues, but 90 per cent of Canadian women say their best friends make them feel better when they’re down, while 80 per cent said their best friend makes them a better person.

Friendships first
Women are willing to give up a long list of treats and indulgences, including chocolate (43%), a day at the spa (41%) – even a day off work (42%) and time with their partners/spouses (32%) – so they can spend some time with their BFFs. “Canadian women place great value on their friendships,” continues Tomovich. “Things that are normally important – time off work, time with partners – all take a backseat when it comes to our best friends. What better way to help Women’s College Hospital Foundation than by celebrating women’s friendship and honouring the iconic movie?”

Law-abiding citizens
Unlike Thelma and Louise’s famous adventure – which included crossing state lines and breaking the law – Canadian women believe their best friends to be law-abiding citizens. Only one in five (20%) say their best friend has – or will – break the law for them.

About Thelma & Louise
Released in 1991, Thelma & Louise became not only a critical and commercial success, but also a symbol of women’s rights and aspirations. The film follows the road-trip adventure of Thelma, a meek, passive woman, and Louise, a strong-willed and organized woman by comparison. Throughout the movie, the two women embrace their new-found freedom and discover their true selves.

Thelma & Louise was nominated for six Academy Award nominations and won for Best Original Screen Play. Starring Susan Sarandon and Geena Davis, the film also marked a turning point in the career of then unknown Brad Pitt.

About the survey
The survey was conducted by Research House from April 19 – April 25, 2011, via a national online survey of adult Canadian women aged 18+.

About Thelma & Louise: the 20th Anniversary Homecoming
Presented by MasterCard Canada on June 7, 2011, at Toronto’s Roy Thomson Hall, in support of Women’s College Hospital Foundation, the evening will kick off with reflections by Sarandon and Davis, followed by an on-stage interview. In addition, there will be clips from the film and from the films they starred in after Thelma & Louise, as well as video memories and behind-the-scenes interviews from the people who brought the film to life and acted in it.

Tickets range in price from $60 to $155 and can be purchased by calling the Roy Thomson Hall Box Office at 4l6-872-4255, or online at www.roythomsonhall.com.

About MasterCard Worldwide
As a leading global payments company, MasterCard Worldwide prides itself on being at the heart of commerce, helping to make life easier and more efficient for everyone, everywhere. MasterCard serves as a franchisor, processor and advisor to the payments industry, and makes commerce happen by providing a critical economic link among financial institutions, governments, businesses, merchants, and cardholders worldwide. In 2010, $2.7 trillion in gross dollar volume was generated on its products by consumers around the world. Powered by the MasterCard Worldwide Network – the fastest payment processing network in the world – MasterCard processes over 23 billion transactions each year and has the capacity to handle 160 million transactions per hour, with an average network response time of 130 milliseconds and with 99.99 per cent reliability. MasterCard advances global commerce through its family of brands, including MasterCard®, Maestro®, and Cirrus®; its suite of core products such as credit, debit, and prepaid; and its innovative platforms and functionalities, such as MasterCard PayPassTM and MasterCard inControl®. MasterCard serves consumers, governments, and businesses in more than 210 countries and territories. For more information, please visit us at www.mastercard.com. Follow us on Twitter: @mastercardnews.

Contacts:

Environics Communications:
Amanda Santino
416-969-2756
asantino@environicspr.com


Environics Communications:
Olivia Yu
416-969-2718
oyu@environicspr.com