I’m with the Brand: Brands and Gender

This month Chirp explored the relationship between gender and brand identity, and we share the findings of our I’m with the Brand research study. Funneling through the significant differences among males and females, we found that each gender has a unique story surrounding brand identity, loyalty, and behaviors.

Preferred Brands by Gender

Fifty-six percent of consumers feel that the brands they use or choose to purchase represent how they see themselves as a person.

“I wear a lot of Adidas apparel, like the clothes and shoes. I often talk about the shoes to friends and family, and about the technology they use to make it more comfortable to wear. I also like to talk about the aesthetics.”

Male, Texas

The brand categories that consumers are most likely to identify with varies by gender. Women tend to identify with clothing and retail brands (e.g., Target, Lululemon, Amazon), while men are more likely to identify with clothing and technology brands such as Nike, Apple, and Amazon.

Brand Loyalty

Men are more likely to go out of their way for the brand they prefer, and are also more likely to spend more for a brand they prefer. In fact, men spend almost twice as much per year on their preferred brand as women.

“I wanted something extremely comfortable that would also last me a long time so I was willing to spend some money.”


Brand Values

Forty-two percent of consumers feel that what a brand values often influences their purchase decisions. In general, men and women agree that honesty, openness, and authenticity are the most important values when considering which brands to support. Men’s and women’s values also differ significantly in a few ways. Women tend to value brands that are committed to caring for their customers and employees, as well as those committed to issues including data privacy, animal welfare, environmental protection, and support of the LGBTQ+ community. Men tend to value brands that are committed to innovation and entrepreneurship.

Brand Rejection

Half of consumers refuse to purchase certain brands, and men are more likely to do this than women. Men tend to reject brands that don’t fit their tastes or lifestyle, while women are more likely to reject brands that are contrary to their personal values.

“I tell people of color not to support the brand because the company’s creator doesn’t support or care for people of color.”


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