What does it take for a young woman to feel confident? And how does that confidence shape the life she leads?

In our latest study of Australian girls and young women aged 12 to 18 we conducted for Girl Guides Australia; we explored these questions. The findings highlight a clear direction. Confidence is the foundation for how young women see themselves and the world around them. It shapes their ability to speak up, take risks, and feel satisfied with life.

Confidence Starts with Support Systems

When we asked girls and young women directly about their confidence, the areas where they felt most secure were those where they could rely on support systems. Talking with people their age (72%), having a family that supports them (70%), and having friends they can trust (60%) all emerged as top sources of confidence.

However, when we further explored what drives confidence at a deeper level, a different picture emerged. The strongest driver of self-confidence is not relationships or achievements but how young girls and women feel about their appearance. Only one in three girls feel confident about how they look when asked directly. In a world where more than half worry about what others think of them, this can be a heavy burden.

This contrast between where young girls and women feel confident and what actually drives that confidence provides a starting point for intervention. To effectively build confidence, we must address appearance related anxieties while continuing to nurture supportive networks that provide emotional security and positive reinforcement.

Confidence Runs Deeper

Thankfully, confidence is not just skin deep. Our research shows that young girls and women feel more confident when they achieve personal goals, look after themselves, speak up about what matters to them, and make decisions for themselves. Independence and purpose go hand in hand.

Young girls and women told us they are excited about doing well in school (62%), reaching their goals (58%), and gaining more freedom as they grow older. This sense of progress and self-reliance helps build a stronger foundation for confidence.

Confidence and Life Satisfaction Go Together

We also explored what contributes most to overall life satisfaction. Although young girls and women are generally satisfied with their relationships with family (66%) and friends (67%), mental health stood out as the most significant factor driving satisfaction. Unfortunately, only 40% of respondents said they were satisfied with their mental health.

Our research also shows that young girls and women who struggle with mental health also report lower excitement about the future, worse experiences at school, worse online experiences, and lower overall happiness with life.

Other important influences include supportive family relationships, having enough time for both school and personal life, and feeling safe when expressing themselves, including the way they dress. These are not luxuries. They are essential components of feeling secure, accepted, and in control.

Once again, we see the link between inner confidence and overall well-being. When young women feel supported, heard, and safe, they are more likely to feel confident. And that confidence feeds directly into their sense of satisfaction with life.

The Role of Social Media

Social media plays a significant role in shaping confidence. While it can be a source of connection and self-expression, it can also amplify feelings of inadequacy and exclusion. Young women are more likely to feel judged based on how they look, and this can erode self-esteem over time.

However, digital spaces can also be empowering, especially when young women find communities that align with their interests and values. Understanding how they navigate these spaces could provide valuable insights into how confidence is both built and challenged online.

What is next?

Confidence is not a fixed quality but a pathway that young women walk throughout their lives. It grows through connection, care, purpose, and self-acceptance. Our research shows that when girls feel seen, supported, and empowered when they are with their families and friends, when they are at school, or interacting online, they are better equipped to thrive.

There is no single formula for building confidence. But there are clear levers: nurturing strong relationships, supporting mental health, creating safe and inclusive environments, and challenging the pressures that undermine self-worth.

By focusing on these areas, we can help pave the way for a generation of young women who trust in themselves, take pride in who they are, and shape their futures with confidence. When girls believe in themselves, everything else becomes possible.