ENGINE Insights International Women’s Day Survey Finds…

Co-Founder of the IAB, and Sales, Media and Marketing Leader is Charged with Driving Revenue Growth Worldwide

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.

 

Check out all the survey findings below.

 

Would you be more likely to purchase a brand based on its stand on issues impacting women?

We asked: Would you be more likely to purchase a brand based on its stand on issues impacting women? 45% of respondents said yes, 56% from Gen Z and 55% from Millennials

Do you feel that women are adequately represented in the mainstream media?

We asked: Do you feel that women are adequately represented in the mainstream media? 51% of respondents said yes, 60% from men and 43% from women

Do you feel that women are accurately portrayed in the media?

We asked: Do you feel that women are accurately portrayed in the media? 46% of respondents said yes, 53% from men and 39% from women

Do you feel that women are accurately portrayed in advertising?

We asked: Do you feel that women are accurately portrayed in advertising? 48% of respondents said yes, 55% from men and 41% from women

What do you see as the biggest challenges facing working women?

We asked: What do you see as the biggest challenges facing working women? 46% said unequal pay compared to male counterparts, 43% said harrassment and unfair treatment in the workplace and 33% said issues with work/life balance

What have you seen as the major benefits of working from home due to Covid-19?

We asked: What have you seen as the major benefits of working from home due to COVID-19? 51% of respondents said peace of mind knowing that I am reducing the chances of contracting/spreading the virus, 48% said more time with family, and 45% said no daily commute to work

Would you like to see work from home options continue past Covid-19?

We asked: would you like to see work from home options continue past COVID-19? 71% of respondents said yes, 79% from women and 66% from men

Methodology

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.

More about our CARAVAN surveys here.

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ABOUT ENGINE

ENGINE is a global, full-service media and marketing services company that unites culture and commerce to move brands forward faster. We are driven by data, fueled by imagination, and powered by technology. Founded in 2005, ENGINE has global headquarters in New York and offices around the world. ENGINE empowers clients to outperform in the present and win in the future with its vast range of marketing solutions including insights, creative, media, data and technology.

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