Chapter 05

This is not just a

Passing Phase

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.

Differences by Household Income

Women who live in households making $100k+ per year identify as being the

Most Eco &
Socially Conscious

among the surveyed groups

Eco Conscious

20%

37.5%

Socially Conscious

63%

49%

38%

more likely than men

39%

45%

$100k+ households

women

men

households of any income

Differences by Household Income

Women who live in households making $100k+ per year identify as being the

Most Eco &
Socially Conscious

among the surveyed groups

Eco Conscious

45%

40%

20%

37.5%

55%

more likely than men

Socially Conscious

63%

49%

39%

45%

38%

more likely than men

$100k+ households

women

men

households of any income

WOMEN IN HOUSEHOLDS MAKING $100K+ PER YEAR

Women who live in households making $100k+ per year identify as being the

Most Eco &
Socially Conscious

among the surveyed groups

Eco Conscious

45%

40%

20%

37.5%

55%

more likely than men

Socially Conscious

63%

49%

39%

45%

38%

more likely than men

$100k+ households

women

men

households of any income

Over the last two years, women in households making $100K+

Women Report Being...

70%

More likely to expect organizations/brands to intentionally do less harm

22%

More likely to expect organizations/brands to actively do more good

31%

More aware of social inequities (racism, gender pay gaps, etc.)

21%

More aware of environmental issues

than the men in this income range.

WOMEN (IN HOUSEHOLDS MAKING $100K+ PER YEAR) over the last two years

Women Report Being...

70%

More likely to expect organizations/brands to intentionally do less harm

22%

More likely to expect organizations/brands to actively do more good

31%

More aware of social inequities (racism, gender pay gaps, etc.)

21%

More aware of environmental issues

than the men in this group.

women support value-aligned brands

Women are more likely to feel good about

Supporting

a company when...

they are actively seeking to improve the world (mission-driven)

54%

their products are ethically sourced and manufactured

24%

they have fair labor practices & supportive employee policies

9%

they are socially conscious (prioritizing gender & racial equity)

72%

they are environmentally conscious

46%

Women are more likely to

Stop Supporting

a company when...

they are prioritizing profit over people

49%

they are prioritizing profit over the planet

60%

they have gender or racial inequities in leadership

95%

they have intentionally misled consumers

19%

they provide poor quality products or services

29%

What this means for your organization

Listen to Consumers

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.

Up Next:

takeaways for organizations