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Research Outline
Prepared for Strategy T. | Delivered January 17, 2020
Females 25-40, Social Cause Brands
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Goals
Gain data and statistics on females aged 25-40 on likelihood to purchase from brands with a social cause versus those without, in order to build an e-commerce website
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Early Findings
As they are often the primary shopper for households, women drive
70-80%
of all consumer purchases in the US.
Many of the
top traits female consumers admire
in brands are related to social good;
I
n
c
l
u
s
i
v
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t
y
, Assertiveness, Fairness, Persuasiveness, Helpfulness, Empathy, Transparency,
R
e
l
a
t
a
b
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l
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y
, Authenticity, and Commitment.
Incorporating a social may help reconcile a key challenge with female consumers, given
80%
of women noted they don’t trust brands anymore.
Brands that are making impacts on collective well-being outperform the stock market by over
200%.
Brands that integrate social impact can enhance sales by as much as
20%
.
These brands are also able to improve reputation in such a way that it increases their potential market capitalization by
11%.
Female consumers
have stronger reactions to corporate social responsibility than male consumers, and are more likely to have their purchase activity impacted by the perception that a company is doing good.
Another
study of female consumers
showed that women more actively pursued responsible brands than male consumers.
Millennial consumers
of both genders were most likely to have a brand's association with a social cause impact their purchase decision.
Conversely,
47%
of customers of both genders are less likely to purchase from companies whose social values and promises don't line up with their business practices.
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