GB: Consumer attitudes and expectations for International Women’s Day
February 27th, 2024, Janice Fernandes

GB: Consumer attitudes and expectations for International Women’s Day

International Women’s Day shines a spotlight on women's accomplishments and is a chance to reflect on critical issues like gender equality and reproductive rights. Every year, brands take part in celebrating women with marketing campaigns and promotions. In a recent survey we asked women in Britain the importance of supporting women-owned businesses and their expectations from brand initiatives on this day.

Supporting women-owned businesses

Reports reveal that women-led businesses are on the rise. Roughly two-thirds of women in Great Britain (67%) believe it is important to support women-owned businesses ahead of International Women's Day. This sentiment is highest among the 25-39 age group at 75%, followed closely by 18-24-year-olds at 72%. Despite a slight dip in importance among the 55+ demographic, there’s an overall sense of support for female-led businesses.

Key areas for brands to address

When asked about the aspects that brands should address during International Women's Day celebrations, gender equality in the workplace emerges as the top concern (78%). This sentiment is consistent across all age groups, demonstrating a unified expectation for brands to focus on internal gender equality practices.

The second significant concern is gender equality in the supply chain (66%). Once again, there is a consistent pattern across age groups, with a slightly lower percentage among the 55+ demographic (59%).

Gender equality in advertising and media ranks third, with 62% overall expressing the need for brands to address this aspect during International Women's Day celebrations. The variations among age groups are minimal, indicating a wide expectation from women for brands to address gender representation in their advertising.

Expected brand initiatives for International Women's Day

In terms of promotions or special offers related to International Women's Day, 4% of women say they plan to shop these types of deals. What types of brands do they expect to have promotions ahead of the annual event pole?

Health and wellness and fashion and beauty are neck-and-neck with more than half of women showing an expectation of promotions or initiatives (59% and 58% respectively).

Home and lifestyle brands are expected by 46% of female respondents overall, demonstrating a slightly lower but still substantial interest. The 40-54 age group are the least likely to expect any promotions in this category (35%).

Restaurants and cafes (32%) and travel (21%) round out the top five sectors in which women expect to see International Women’s Day celebration promotions. Women over 55 years are more likely to expect initiatives in both these categories (41% and 25% respectively).

Fewer than a fifth of women expect financial services, and technology and electronics (18% each) to actively participate in International Women's Day celebrations.

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Methodology: YouGov polled 700 UK 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.

Image: Getty Images