How do women celebrate Women’s History Month? And what are their expectations from brands during the month of March? Read on for insights curated from our 2021 Holidays and Occasions research.
Women’s History has been celebrated in March nationwide since 1982, when the government designated the week of March 7th as Women’s History Week. The occasion expanded to Women’s History Month beginning in 1987.
Today, about four in ten Americans – women and men – celebrate in some way. More than half of younger women ages 18-40 celebrate the occasion, as do more than 60 percent of multicultural women.
The most common way women mark the occasion is to support women-owned businesses. Overall, about a quarter of all women do this, with multicultural women even more likely to do so. Education, both about women’s history and the challenges facing American women today, is also a common way many celebrate the month. It’s also important to note that multicultural women are significantly more likely to participate in all the methods of celebration we asked about than White women. The sole exception to that trend is donating money to relevant non-profits.
In 2021, the food delivery app DoorDash celebrated Women’s History Month by leveraging women’s interest in supporting their peers’ businesses. They created a “Made by Women” section of the app to allow users to browse women-owned businesses all in one place. Plus, for each order from these restaurants that month, DoorDash donated $1 in support of women culinary entrepreneurs. This campaign allowed DoorDash to both support women-owned restaurants directly and provide support to the non-profit sector.
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