Men and women do not buy in the same way or under the same values. They are They are the ones who manage finances at home, and when they head the household, they consume 452 euros more than men, prioritizing the purchase of basic goods that of superfluous. They are also the ones who are leading the shift towards more responsible consumption and sustainable, digital, thoughtful and less individual. They are responsible for the purchase five times more than men and, in addition, they also purchase male products for couples, parents and children. This is demonstrated by the Report on the gender gap in consumption, presented by ClosinGap and led by L’Oréal Spain, and which confirms the existence of a gender gap in the consumption of Spanish households.
Covid-19 has changed the way we shop, making purchasing patterns a priority for society that were previously so for women. Confinement the use of the online channel has skyrocketed, and it has made sustainability and ecological products gain positions. The proximity and speed when shopping has also become an essential requirement for both men and women, values that, again, were already very much in mind before the pandemic.
The woman, leader
Women are more environmentally conscious and adopt more sustainable behaviors than men. According to the report presented, while more than 61% of Spanish women acknowledge their responsibility for climate change, in the men does not even reach the half. And they also give more importance to the social responsibility of the company than men when deciding what products to buy (28% vs. 20%).
Among the actions they carry out to buy in a more sustainable way, the 49.2% of women buy in local stores and proximity products, compared to 39% of men. Other examples that show greater awareness on the part of them are the consumption of products packaged in trays (12% them vs. 21% them), the use of plastic bags (72% them vs. 78% them) or the purchase of second-hand clothes (26.5% women vs. 22.8% them). Only 4% of women do not take any measure to reduce their environmental footprint, 10% in the case of men.
This greater concern for the environment is also detected among the youngest, between 16 and 24 years old. Millennials point to the consumer himself as the main responsible for the climate emergency and show great concern about the environmental footprint of companies.
“The report shows how women are acting as a motor in the transition towards more responsible and sustainable consumption, two values on the rise and very necessary in the current context,” he says. Juan Alonso de Lomas, President and CEO of L’Oréal Spain and member of the Board of ClosinGap. And he adds: “Women are positioned, therefore, as a benchmark in progress towards the circular economy and are established as a model to follow for new generations.”
Women buy more online and they are more omnichannel: they travel more to buy in physical stores, but they also use the internet to a greater extent, being the majority of online shoppers. The most notable gender differences in the use of the digital channel are in the purchase of clothing and footwear (68.2% women vs. 56.7% men) and personal hygiene products (55.1% vs. 39.4%).
Likewise, women take much more into account the price of products and services in their purchase decision and, for this, make more comparisons: in textiles or footwear, a woman for every 0.81 men searches in various stores until they find the right price. best price. This behavior is also evident in the use of the traditional channel as a collection point for products purchased online at a lower price. For them, online offers and promotions are a key factor for purchasing (50% of them versus 42% of them). For all these reasons, the average purchase expense of women is lower than that of men (€ 59.4 vs. € 68).
The report also includes how this gender gap in consumption affects the Spanish economy, which has an economic impact of 5,424 million euros, value that would be achieved if the 12.2 million male-headed households in Spain, compared to the 6.4 million led by women, will equate their consumption to that of women. If so, Spanish GDP in 2019 would increase by about half a point and tax collection by 2,199 million euros, considering a personal income tax of 10.5% and an average price of 30%.
“Once again, we see how women not only overcome the situation of inequality from which they start, but also become the engine of change towards a more advanced and respectful society,” says Marieta Jiménez, president of ClosinGap and European president from Merck Healthcare.