Seven years after the #MeToo movement began, a study reveals its surprising impact on consumer behavior. Attitudes towards sexual harassment have shifted globally, leading to changes in purchasing habits. The research shows a significant drop in sales of stereotypically feminine products like high heels, lingerie, dresses, and handbags. This shift in preferences is linked to a rebellion against traditional gender stereotypes. Brands relying on gender-based marketing strategies are urged to reassess their approach. Social movements like #MeToo can influence consumer markets in unexpected ways, highlighting the need for businesses to adapt quickly. #MeToo movement sexual harassment
Impact on Consumer Behavior
How the #MeToo Movement Has Changed Fashion Consumer Behavior Sales of “feminine” merchandise such as stilettos, lingerie, dresses, and handbags have dropped markedly. The trend reflects a larger societal shift towards questioning traditional gender norms. Companies that lean too heavily on gender-based marketing should be advised to think again. The strength of social movements like #MeToo to shape consumer markets is a new revelation but underscores the importance for businesses engaged in consumer markets to remain attuned to changing social norms and values.
Research Findings and Recommendations
A study by a group of INSEAD professors and Erasmus University Rotterdam researchers that analyzed data from a leading fashion retailer across 32 OECD countries. After #MeToo picked up, Cass and Brown discovered stereotypically female stockouts dropped significantly. This line of research suggested that exposure to #MeToo-themed content affected women’s preferences for items typically associated with femininity. Reshania lists the importance of brands to perform brand audits of how their products align with consumer identities and stereotypes. The key is to evolve with the changes in societal norms which will ensure brand success on a long-term basis, especially in a consumer-driven market.
Implications for Businesses
This is an important study as it shows how social movements have a wider reach in terms of consumer behavior. This information touches on the hidden impact of the #MeToo movement as it relates to purchasing decision-making and is further proof that brands need to remain vigilant in keeping stride with rapidly changing societal trends. Businesses that resist needed modifications risk shedding customers as well their place in the market. The meaningful way businesses need to market As consumers make their purchasing decisions increasingly based on how well the values of a brand aligns with their own, companies must be not only authentic but also inclusive in their marketing strategies. #MeToo teaches us an important lesson about the nature of consumer markets and how they are influenced from outside — keeping in step with social movements carries weight for businesses that want to stick around.
