How #MeToo reshaped consumer behaviour: the fall of gender-stereotyped products

The multinational study provides compelling evidence for a significant change in consumer preferences of products with strong identity associations. Using data from women’s footwear purchases, the researchers showed that the demand for shoes conforming to female stereotypes dropped substantially six weeks after the initial rise of the #MeToo movement in 2017. This highlights the need for businesses to reconsider their reliance on branding tied to specific gender identities, stereotypes, and roles.

A significant drop in demand

Products in conventional stores are often highly gendered. Take, for example, items marketed to women and girls—whether toys, fashion, or home goods—the products are dominated by pink and red tones, with curves prevailing over angular designs. A men’s razor remains a simple razor, while a women’s version is rebranded as something smooth and soft. This marketing tactic, commonly known as ‘shrink it and pink it,’ may be losing its appeal in the current social climate.

By looking at data across 32 countries, it was found that demand for stereotypically feminine shoes, such as pink high-heeled pumps or red platforms, fell by 14.4 percent within six weeks of the first #MeToo tweet on 15 October 2017. In countries where the movement gained more traction, namely the Nordic countries and the United Kingdom, this drop was even steeper: 25 percent. Interestingly, the data showed that women didn’t buy more gender-neutral shoes- they simply walked away from the most stereotypically feminine styles. The team also found consistent declines in stockouts for pink or red items for three other traditionally women’s product categories: lingerie, dresses and handbags.

To explore the underlying reasons for this shift in preferences, the researchers surveyed approximately a thousand women in the United States. The results indicated that exposure to #MeToo-related online content led to a significant decrease in demand for high-heeled shoes, suggesting a rebellion against traditional gender stereotypes rather than a response to feelings of threat or empowerment turned women off starkly feminine products.

A need for a new strategy

The paper, which studied different kinds of products and a wide array of data, implies the effect of social movements on consumer behaviour. In today’s digital world, movements like #MeToo and Black Lives Matter increasingly transcend national and cultural borders, reshaping societal norms in the process. 

The message to brands is clear: relying on stereotypes might not be a sustainable strategy. It is time for companies to incorporate identity dynamics into their brand management. This shift signals a new era of consumer consciousness, where aligning with evolving gender norms and social values may be key to maintaining relevance.