Gender Advocacy
We’ve been looking deeper into the differences between male and female advocates from our research on Advocacy. We will continue to report on some of these findings on this blog. One that recently caught our attention could easily be titled, “Company actions speak louder to women than to men.” As seen below, female advocates are significantly more likely than male advocates to recommend something to others if they feel engaged and hear about actions that signify a company’s behavior of responsibility or character. A company’s philanthropy, cause-related behavior or environmental actions matters more to women than men. Companies that want to attract the support of women should amplify their corporate responsibility activities and do what they can to articulate the company behind the brand. Advocacy is all about finding your passionate supporters and arming them with what matters to them. Women advocates want the details before they commit their advocacy.
|
Men |
Women |
|
|
What motivates a recommendation to others… |
% |
% |
|
Personal experience with a brand or product |
71 |
78 |
|
What the company behind the brand or product does to protect the environment |
23 |
37 |
|
Whether the company behind the brand or product contributes to causes I care about |
17 |
29 |
|
Whether the profits from a brand or product benefit a cause I care about |
18 |
27 |
|
Motivated to support an issue/cause by charities that benefit community |
34 |
41 |
Tags: charitable causes, company behind the brand, engagement, environment, Female advocates, Male advocates, purchase decision-making
