Women’s Achievements Are Celebrated in New Campaign
169 million American women drive $7 trillion in annual spending. This campaign from New Majority Ready and Horowitz Research brings the data to life.
Brands today are keenly focused on diversity, equity, and inclusion initiatives both internally, with strategies to ensure a more equitable and diverse workforce, and externally, with consumer-facing initiatives to create products and advertising that are more inclusive of a diverse America. And a big part of America’s diversity is female.
Women’s History Month serves as a reminder that sincere efforts to advance women’s equality need to happen every day, not just one month out of the year. The recent State of Consumer Engagement 2021 study from Horowitz Research finds that today’s women want to drive change, and almost half (45%) say it’s important to them to work for the advancement of women’s rights and to support feminist causes, specifically. And almost half (45%) of women have taken negative action against a company because the company’s socio-political positions do not align with their own. When asked how, specifically, they have taken action, the survey finds that a full third (32%) of women have stopped doing business or spent less money with a company because they do not believe the brand is aligned with their socio-political viewpoints.
Given how important women’s equality is to today’s women, efforts to ensure a more equitable workforce do not go unnoticed when it comes to the brands they patronize with their money and loyalty: Two in three (66%) women surveyed say that it has a positive impact on brand perceptions if a company has policies in place to ensure that women are treated equally in the workplace, and 6 in 10 (59%) say that it has a positive impact if a company has a lot of women in executive or C-suite positions. In that regard, the United States has taken tremendous strides. Almost half (47%) of Chief Marketing Officers (CMOs) in 2021 were women, with women making up more than half of Forbes’ 50 Most Influential CMOs.
Women are also tuned into how companies portray women in advertising. Over half (56%) of the women surveyed say it has a positive impact on their brand perception if a brand puts out ads that feature women in non-traditional roles to suggest women are equal to men.
Adriana Waterston, Chief Revenue Officer and Insights and Strategy Lead at Horowitz Research, points out, “To connect with women today, it’s more than just about how clever your advertising is or even how great your products are. Your corporate culture, what you stand for and who your leadership is, also plays a role in brand consideration, especially for women, who are often the household’s main decision-makers.”
In this context, Horowitz Research and New Majority Ready™ (NMR) have come together once again to create this Women’s History Month awareness ad campaign, which will run digitally and across LinkedIn, Instagram, Twitter, and Facebook social media platforms throughout the month of March. The campaign reminds us that more than half (51%) of America’s population consists of women, which translates to 169 million Americans who are female and increasingly empowered. Women drive the economy and influence $7 trillion in U.S. spending power annually. While managing careers and raising families, women are the Chief Household Officers (CHOs), directing 85% of all U.S. consumption.
“Over 50% of the U.S. population is made up of women. And an even larger percentage impacts consumer purchasing. This ‘New Majority consumer’ knows her power,” notes Jacqueline Hernández, CEO and Founder of New Majority Ready. “We are thrilled to work with the Horowitz team in developing this empowering ad campaign that brings their recent data on women to light.”
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