We are the first economic power in the world, by Arièle Bonte
IN THE US 85% OF THE PROPERTIES AND SERVICES ARE BOUGHT BY WOMEN (Yankelovich Monitor and Greenfield Online). In other words, women represent the number one economic power. Even if there is no such statistic on a world scale, sociologists like Damien de Bloc and Jeanne Lazarus explain in that women are the ones making household’s expenses. Men on another hand confine themselves into managing the estate, and some occasional
IF WOMEN HAVE THIS POWER OF INFLUENCE, why don’t companies that apply pay equality, hire women for executive positions, or still think that nudity is the best marketing argument ? Why do women continue to fund them ?
THAT’S A GOOD QUESTION. Maybe because women have an easy access to these brands, or because those women are not aware of this topic. Or because they have buying habits, or maybe because they integrated that the
young, white, skinny and spendthrift woman is a norm they should conform to.
WHEN WE TALK ABOUT WOMEN AND MONEY, we are always thinking about them spending cash to buy another pair of shoes or to change their haircut. We think about them wandering in stores looking for the perfect overall… Of course, and you saw it coming, this fantasy about women and money is deeply sexist and well settled in our minds. A 2017 study led by Cofidis and the CSA show that French women usually spend 108€ in a month for clothes, shoes and cosmetics… But this average is
the same on a national scale including males.
SO WHY DO WE THINK WOMEN ARE FRIVOLOUS, as said the New York Times ? That’s what Anne Boden, CEO of Starling Bank, tried to understand. She actually realized that the media were gender biased when it came to the relationship between money and people. Women are encouraged to save money and to search for the best discounts while men receive messages about how to invest and how to manage their money in a long period of time. This is exactly the reason
why I am still saving money « in case I might need it one day », while my boyfriend is buying his first apartment.
NOW, TRY TO IMAGINE WHAT WOULD HAPPEN if every women decided to stop trying to fit in these stereotypes. Even better, imagine if they stopped buying things just for one day. Imagine if every women around the world did that. What would happen to the economy? It would be terrible. Now, imagine if every single of those women decided to buy things from companies that make them feel respected, understood and represented. Do you see what I’m doing?
HOW TO DO THAT ? How do we use our
economic power as women in a world where talking about money is not easy and where there is more and more feminist washing ? Here is my advice : ask yourself the right questions. Does this brand and its fall sweater represent every women (every body type, every origin, every age) without sexualizing them ? If not, let it go, find an alternative, you can be helped buy movements like #DontBuyWhereYouWillNotBeHired, and even more : do not buy where any women or any person from a minority would not be hired. This hashtag was launched this year in order to denounce companies that apply sexist and racist discriminations, especially while hiring. Thank you, next.
OBVIOUSLY, I’m not here to tell you what to do and how to do it. You have to find companies brands and investments that matter to you, that align with your convictions and the things you fight for. As an example, you can use generators or website to buy clothes responsibly. And if you want to invest, think about crowdfunding to help creators and CEO building the projects that would not exist with a classic