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Chapter 02

Women are

Conscious
Consumers

The COVID-19 pandemic and racial justice movements had a profound effect on social and environmental awareness. Both men and women report becoming more aware of collective causes during the pandemic, but a greater share of women experienced this awakening and are increasingly identifying themselves as socially and eco-conscious.

See the Data

consciousness accelerated by the pandemic

50%

of women report that they are now more aware of social inequities
(racism, gender pay gaps, etc).

How this
Compares

AWARENESS SINCE THE PANDEMIC

48% of women report that they are now more aware of environmental issues. 26% more likely than men.

Environmental
Issues

48% women | 36% men

50% of women report that they are now more aware of social inequities (racism, gender pay gaps, etc). 35.2% more likely than men.

eco and social conciousness by gender

More women identify as “Eco Conscious”
& “Socially Conscious”

Eco Conscious

40%

6.4%

more likely
than men

37.5%

Socially Conscious

49%

7.5%

more likely
than men

45%

women

men

What this means for your organization

Pursue Value Alignment

Consumers—especially women—are doing more to increase their knowledge around social and environmental causes. As their values shift, they look to pursue their interests in all aspects of their lives. Has your organization examined its values?

Up Next:

WOMEN ARE DEMANDING BRANDS TO WAKE UP

See
Why