Why is International Women’s Day marketing important?
In the U.S. and some other countries, March is declared Women’s History Month. March 8th — International Women’s Day — is its culmination.
It’s an important event on any marketer’s calendar. Women are very economically active: they shop and influence purchasing decisions. In fact, 89% of women globally have shared or primary responsibility for daily shopping, household chores, and food preparation. According to Nielsen, in the coming years, women will account for 75% of unforced spending. All of this means that catering to women is economically beneficial for businesses. But how to do that exactly?
Well, most consumers want the brand’s values to be in accord with their own. And if that’s not the case, people are ready to act: 39% would renounce even their favorite brand, and 24% will do so at least for a while. International Women’s Day and Women’s History Month are opportunities to show that your company shares the same values as your customers. For example, you can empower women and at the same time highlight aching social issues.
One of the critical problems is the gender pay gap. In 2021, the median weekly earnings of men in the U.S. were $1,082 while women only made $891.
And it is just one of the many inequalities women face all over the world. By raising awareness of the issues brands can make a huge impact on society and show alliance with their female customers.
The other reason why International Women’s Day marketing is important is that brands can show solidarity with their audience and provide them with helpful resources or at least good feelings.
There are several ways businesses can value women and weigh in on gender inequality. Let’s explore these options.