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Chapter 03

WOMEN ARE INCREASINGLY DEMANDING BRANDS

Wake Up

As conscious consumers with more and more purchasing power, women are using their influence to drive markets towards social and environmental responsibility. What’s more—these trends seemed to increase over the last two years when women were disproportionately impacted by the COVID-19 pandemic. While bearing the brunt of childcare and facing greater economic strain, women became even more empathic about social and environmental issues—and expected brands to do the same.

See the Data

consciousness accelerated by the pandemic

36%

of women report that they now expect organizations/brands to actively do more good

30% of women report that they now expect organizations/brands to intentionally do less harm

How this
Compares

Women are demanding brands prioritize improving the world

62%

52%

66%

Women Report That...

COMPANIES SHOULD PRIORITIZE HAVING A POSITIVE ENVIRONMENTAL IMPACT.

62% WOMEN | 51% MEN

ALL COMPANIES SHOULD PRIORITIZE HAVING A POSITIVE SOCIAL IMPACT.

52% WOMEN | 53% MEN

BUSINESSES HAVE A HIGH-TO-VERY-HIGH RESPONSIBILITY FOR IMPROVING THE WORLD.

66% WOMEN | 59% MEN

Women are demanding brands prioritize improving the world

62%

of women report that all companies should prioritize having a positive environmental impact

52%

of women report that all companies should prioritiz having a positive social impact

66%

of women report that businesses have a high-to-very-high responsibility for improving the world

demanding brands prioritize improving the world by gender

Women

Report

62%

52%

66%

Men

Report

51%

53%

59%

that all companies should prioritize having a positive environmental impact

that all companies should prioritize having a positive social impact

that businesses have a high-to-very-high responsibility for improving the world

What this means for your organization

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Conscious Consumers are Here to Stay

Don’t expect this trend to be a passing fad. Many consumers were forever changed by the collective strife we experienced during the worst parts of the pandemic and recent social movements.

Up Next:

WOMEN PROACTIVELY RESEARCH BRANDS’ IMPACT—AND TAKE ACTION

See
Why

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