2021-11-17-科尔尼-Women_want_more_than_just_products_and_services—much,_much_more_9页_1mb

Summary of 2020 Kearney Women Consumers Survey

Main Findings

• Women consumers prioritize more than just products and services; they seek brands that support gender equality and empower women, demanding holistic organizational commitment.
• Key insights highlight that one-size-fits-all approaches fail in the women's market, with preferences varying by product category. For example, 82% value female-focused products in beauty/personal care, while only 50% in print/digital media.

Detailed Insights

• Personalization and Product Development: Women appreciate custom products in categories like beauty (82%) and apparel, but resistance in others arises from concerns over gender stereotypes or perceived lack of unique needs. Specifics show:
  • Top female-focused product categories valued: Beauty/apparel (82%), health (74%), home décor/furniture (61%), household (60%).
  • Industries performing best: Beauty, apparel, home décor/furniture, grocery, with minimal improvement needed. Bottom performers, like consumer packaged goods, need significant changes.
• Brand Values and Leadership: Women leaders are crucial; respondents hold female-led companies to higher standards (e.g., offering better products or advancing women's issues). Eighty percent believe women-focused strategies influence purchases, and 75% willing to pay more for products supporting women.
• Consumption Behavior: High household spending control by women (50% at mid-30s, up to 74% at 55+), and they reward brands advancing women; conversely, 70% will switch brands if a company perpetuates negative gender stereotypes.
• Call to Action: Businesses must transform operations from R&D to leadership for gender equality, integrating these values into all aspects including marketing, product design, and talent development.

Bottom Line

Companies targeting women must invest in gender-inclusive strategies beyond marketing, fostering organizational change to build loyalty and capitalize on the growing female market.