US: How women want brands to approach International Women’s Day
International Women’s Day highlights women's achievements and provides an opportunity to contemplate crucial matters such as gender equality and reproductive rights. Annually, various brands engage in commemorating women through marketing campaigns and promotions. As International Women's Day draws near, we have explored the viewpoints of women in the US, revealing insights into the significance of supporting women-owned businesses and their expectations from brands celebrating this occasion.
Support for women-owned businesses
According to the latest data from the US Small Business & Entrepreneurship committee, women business owners owned nearly 13 million businesses in 2023 and employed almost 10 million people.
Polling data shows that 73%of women believe it’s important to support women-owned businesses ahead of International Women's Day. There’s even support amongst most age groups as well, but women aged 65 and up show the highest level of support (83%).
Priorities for brands celebrating International Women’s Day
Our survey also delves into opinions on the specific aspects that brands engaging in International Women's Day celebrations should address. Foremost on the list is gender equality in the workplace, with 70% of respondents emphasizing its importance. This sentiment is shared across all age groups, indicating the need for brands to empower women within their companies first.
The second significant area highlighted by respondents is gender equality in the supply chain, with 52% expressing its importance. This highlights the importance of working on gender equality across suppliers and business partners.
Gender equality in advertising and media emerges as another priority, with 48% of respondents recognizing its significance. This points to a demand for more inclusive and diverse portrayals of women in the media and advertising sectors.
Expected brand initiatives
Many brands actively participate in International Women's Day by offering exclusive deals and sales, contributing to the celebration and empowerment of women. In terms of shopping during promotions or special offers related to International Women's Day, about one in ten women (10%) plan to shop. And they expect certain types of brands to have promotions and initiatives in celebration of the occasion.
Fashion and beauty brands lead the expectations, with 60% of respondents anticipating promotions from this sector. Health and wellness brands are expected to do so by more than half of women as well (57%).
Home and lifestyle brands (49%) and restaurants and cafes (35%) round out the top four areas where respondents expect to see International Women's Day promotions, with a higher share of older women expecting to see deals in these categories.
Fewer women expect promotions from the travel (20%), financial services (16%), and tech (15%) sectors in celebration of International Women’s Day.
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Methodology: YouGov polled 700 US adult women on February 21, 2024. The survey was carried out through YouGov Surveys: Self-serve. Data is weighted by age, gender, political affiliation, education level and region. Learn more about YouGov Surveys: Self-serve.
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