Seven years after actor Alyssa Milano’s tweet brought the #MeToo movement to the forefront of global consciousness, the societal outlook on sexual harassment and assault has undergone a seismic shift in many countries. This transformative movement has reshaped social attitudes and left an indelible mark on consumer behaviour. A recent study, conducted by INSEAD professors Frédéric Godart and David Dubois, along with Clément Bellet of Erasmus University Rotterdam, underscores this impact. The research reveals a significant decline in the sales of traditionally feminine footwear like high heels, particularly after the #MeToo movement gained extensive media coverage in October 2017.

The researchers analyzed sales data from a major fashion retailer across 32 OECD countries, focusing on January 2017 and December 2018. Compared to more neutral styles, they observed a 14.4 per cent decrease in stockouts for stereotypically feminine shoes, such as pink high-heeled pumps or red platforms. The effect was more pronounced in regions heavily exposed to the #MeToo discourse, notably the Nordic countries and France, where the reduction in stockouts of such products reached 25 per cent. Moreover, similar trends were evident across other women’s product categories, including lingerie, dresses, and handbags, showing consistent declines in pink or red items.

The researchers surveyed approximately 1,000 women in the United States to delve deeper into these changing consumer trends. Their findings revealed that exposure to #MeToo-related content significantly reduced the demand for high-heeled shoes. This shift reflects a move away from traditional gender stereotypes, with women increasingly rejecting products that starkly symbolize femininity. This trend suggests a rebellion against established norms rather than a reaction based on feelings of empowerment or threat.

The implications of this study are profound and extend far beyond the fashion industry, underscoring the broader influence of social movements on consumer markets. The findings prompt a reconsideration of marketing strategies, particularly those that rely on gender-based approaches like the “pink it or shrink it” tactic. Brands are encouraged to reassess their marketing strategies in light of these shifts, becoming more attuned to changing social values and norms, which can rapidly influence consumer preferences.

Companies are also advised to conduct thorough brand audits to assess how their products intersect with consumer identities and stereotypes and to consider the potential impact of social movements on their brand value. This approach is essential for maintaining relevance and competitiveness in a market where consumer identity is increasingly driving purchasing decisions.

As social movements like #MeToo continue to shape public discourse and consumer behavior, businesses that can swiftly adapt to these changes are not just likely, but are in fact, required to find themselves in a stronger position for long-term success. The research from INSEAD and Erasmus University Rotterdam offers valuable insights for any business operating in today’s dynamic market, highlighting the importance of responsive and informed brand management in the face of evolving social trends.

More information: Clément S. Bellet et al, Do Consumers Respond to Social Movements? Evidence from Gender-Stereotypical Purchases After #MeToo, Management Science. DOI: 10.1287/mnsc.2022.02352

Journal information: Management Science Provided by INSEAD Asia Campus