Women with economic privilege are the most likely to use their capital to support socially and eco-conscious brands. Those living in households earning more than $100,000 per year are demonstrating the highest rates of value-based purchasing. Since these women are controlling most of the household purchasing—up to 83% according to Morgan Stanley—brands should listen closely to their preferences.
$100k+ households
women
men
households of any income
$100k+ households
women
men
households of any income
$100k+ households
women
men
households of any income
More likely to expect organizations/brands to intentionally do less harm
More likely to expect organizations/brands to actively do more good
More aware of social inequities (racism, gender pay gaps, etc.)
More aware of environmental issues
More likely to expect organizations/brands to intentionally do less harm
More likely to expect organizations/brands to actively do more good
More aware of social inequities (racism, gender pay gaps, etc.)
More aware of environmental issues
they are actively seeking to improve the world (mission-driven)
their products are ethically sourced and manufactured
they have fair labor practices & supportive employee policies
they are socially conscious (prioritizing gender & racial equity)
they are environmentally conscious
they are prioritizing profit over people
they are prioritizing profit over the planet
they have gender or racial inequities in leadership
they have intentionally misled consumers
they provide poor quality products or services
Women like to see themselves represented in your brand—and their self-image is increasingly socially and environmentally conscious. If there’s a value-alignment gap between you and your target consumers, then it’s time to address the problem.
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takeaways for organizations
