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Chapter 04

WOMEN proactively research brands’ impact—and

Take Action

Knowledge is power—and women are educating themselves in order to become better consumers. While men and women research the social and environmental policies of brands at comparable rates, women behave differently with that information—deciding to reject or champion brands based on their values.

See the Data

actively researched an organization’s impact

73%

of women have researched an organization’s impact within the last year compared to 77% of men

How this
Compares

more willing to stop supporting an organization

60%

60% women | 49% men

54%

54% women | 49% men

60%

60% women | 28% men

Women Stop Supporting a Company When They Learn That They...

are prioritizing profit over people. 18.3% more likely than men.

are prioritizing profit over the planet. 9.4% more likely than men.

have gender or racial inequities in leadership. 53.9% more likely than men.

more willing to stop supporting an organization

When Companies are Prioritizing Profit Over People

60%

60% women | 49% men
Stop Supporting a Company
When Companies are Prioritizing Profit Over People

54%

54% women | 49% men
Stop Supporting a Company
When Companies are Prioritizing Profit Over People

60%

60% women | 28% men
Stop Supporting a Company

business and organization support by type

Women are willing to actively champion an organization that

Aligns With Their Values By...

Purchasing products from them

85%

84%

FOLLOWING THEM ON SOCIAL MEDIA

42%

20%

TELLING their peers & family to purchase their products

85%

72%

promoting/posting about them on social media freely

22%

20%

wearing/using their swag

26%

22%

women

men

What this means for your organization

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Transparency is Trending

If you’re not already clearly communicating your organization’s values, it’s time to start. Share your partnerships, data, and values where your followers can find it.

Up Next:

This is not just a passing phase

See
Why

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