52% of Consumers Expect Brands to Take a Stand on Issues Impacting Women
In recognition of International Women’s Day, the ENGINE Insights CARAVAN® team conducted a survey to discover Americans’ views on how well they think brands, the media and advertising are doing in their representation of women. The survey also asked participants about what they see as the biggest challenges women face in the workplace – and about the benefits of working from home due to COVID-19.
The survey reveals some interesting generational and gender differences. While 52% of consumers expect brands to take a stand on issues impacting women – it jumps to 63% among Gen Z and Millennials. Furthermore, when asked whether they thought women were adequately represented in the mainstream media – 60% of men said yes vs. 43% of women.
When respondents were asked about the biggest challenges women are currently facing in the workplace – 46% of said unequal pay compared to their male counterparts. Additionally, when asked, would you like to see work from home options continue post COVID-19? 79% of women and 78% of working moms responded, “yes.”
Check out all the survey findings below.
Would you be more likely to purchase a brand based on its stand on issues impacting women?
Do you feel that women are adequately represented in the mainstream media?
Do you feel that women are accurately portrayed in the media?
Do you feel that women are accurately portrayed in advertising?
What do you see as the biggest challenges facing working women?
What have you seen as the major benefits of working from home due to Covid-19?
Would you like to see work from home options continue past Covid-19?
This CARAVAN® survey was conducted by ENGINE Insights among a sample of 2,007 adults 18 years of age and older. This survey was live on February 19-24, 2021.
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