Category: Data That Matters

It’s that time of year, when everyone and their moms set (and then forget) a New Year’s resolution. Trust us, we’re guilty, too. But there’s some interesting data points out there that can in fact make the follow through of those intentions more successful:

• 48% of consumers plan to make a New Year’s resolution – Numerator, 2023
• And 64% of women say they feel pressured to set a resolution, compared to just 60% of men – Forbes Health, 2023
• Yet 43% of goal-setters have forgotten their resolution by February – Drive Research, 2023
• However… 59% of people set set approach-oriented goals succeed! Compared to just 47% of avoidance-oriented goals – PLoS One, 2020

So what’s the difference between an approach-oriented goal versus and avoidance-oriented one? According to PLoS One’s “A large-scale experiment on New Year’s resolutions”, when goals are formulated in terms of approaching some thing/ some objective/ some practice rather than avoiding an existing daily habit or behavior, the chances of that goal succeeding drastically increases. And yet, only 65% of us tend to instinctually think of goals as approaching. Who knew this one small change could increase our ability to stick with our goals!? Here’s to setting, and not forgetting, your New Year’s resolutions for 2025!

It’s (supposed to be) the most wonderful time of the year! And yes, of course, we get to spend time with family and friends making memories that will last us a lifetime, but that’s also a ton of pressure. And as the data proved to us this month, that pressure exists stronger for women than it does men.

• Only 27% of women say they are able to relax over the holidays, compared to 41% of men – American Psychological Association, 2006
• And 44% of women report an increase in stress during the holiday season, compared to only 31% of men – American Psychological Association, 2006
• Yet, 68% of women said they could have used more emotional support than they received in the last year – American Psychological Association, 2023
• And 71% of people who feel supported by their community say they experience stress less than those who do not feel supported – Meta-Gallup, 2022

If there’s anything we take away from this data story, it’s how important it is to check in on the women in your life this time of year. Send her a note of appreciation. Lend her a hand. Give her a foot massage. Or just tell her you care, and that she’s doing great. Perhaps if we all leaned into a small act of kindness for the women we love, we can up that first data point so MORE than just 27% of women can relax over the holidays this time of year. Happy holidays, all!

Thanksgiving is just around the corner, so we did a little digging this month into how Americans celebrate the upcoming holiday. What we ended up unpacking were gender gaps around roles and responsibilities when it comes to the Thanksgiving meal. That little rabbit hole then led us to uncover not only a gender gap in holiday cooking, but meal prep in year round.

• 82% of Americans say they will be celebrating Thanksgiving with a home-cooked meal – YouGov, 2021
• And 48% of women say they do all or most of the Thanksgiving cooking, only 24% of men say the same – YouGov, 2021
• Yet, 4.7 more meals, on average per week, are cooked by women than men worldwide – Gallup, 2023
• And 80% of women do most of the grocery shopping in households where a partner/spouse and children are present – Capital One, 2023

These gaps, alone, standout, but when we look at them alongside other data points – such as women making up 47% of the US civilian labor force in 2023, up from 30% in 1950 (Pew Research) and women often spending 10x more time than men on unpaid care, volunteer, and domestic work (Men Care) – it really starts to amplify the gender gaps around something as finite as a Thanksgiving Day meal. To all the women already planning that feast, know you are seen and valued. And to all those supporting women planning that feast, know that 62% of them say the most stressful part of the meal is the clean-up… please lend a hand! Enjoy the holiday, all.

This month’s Pin•Points That Matter got us talking about women’s health – specifically perimenopause and menopause. The fact that, as we write this, ‘perimenopause’ is being identified as a misspelled or non-existent word by our computer pretty much says it all. However, more than ever, women are sharing their experiences and helping breaking down stigmas across their societal circles, community groups, and workplace. That being said, we still have quite a ways to do as depicted in this month’s data story:

• 63% of post-menopausal women found menopause to be difficult, describing their experience as a ‘nightmare’ and ‘awful’ – Post Reproductive Health, 2021
• And 64% of women say they want menopause-specific benefits from their employers (in a similar function to maternity benefits) – Bank of America, 2023
• Yet only, 14% of women believe their employer recognizes the need for menopause-specific benefits – Bank of America, 2023
• And to make it worse, 48% of women believe menopausal women are seen as less productive or emotionally stable in the workplace – Bonafide, 2024

Considering over 1 million more women enter menopause each year and as of April 2024, women comprise 51% of the workforce in the United States, there has never been a better time to remove the stigma around menopause and start showing up for women’s health. At PinPoint, we’re all in – are you with us?

This month’s ‘Pin•Points That Matter’ even caught our women-owned, women-run team a bit off guard. However, when we put ourselves back in the shoes of our own teenage selves, the sentiments game flowing back:

• 76% of teens in the US think we are taught more about the biology of frogs than the biology of the human female body in school – Thinx + PERIOD, 2020
• And 65% of teen girls believe society teaches people to be ashamed of their periods – Thinx + PERIOD, 2020
• Yet, 98% of girls get their period before they turn 15 years old – Mayo Clinic, 2023
• And 4 out of 5 teen girls either missed or knew someone who missed class time because they did not have access to period products – Unesco, 2014

The story is telling. Despite girls in the US getting their first menstrual period about 6 months earlier on average than they did in the 1950s and ’60s (NPR, 2024), girls today feel a lack of support, comfort, and education at a pivotal moment in their early years. This has led to teen girls feeling the need to miss class during their period, feeling of shame when that time of the month rolls around, and feeling like they aren’t as important as… well frogs in science class. Society – we have a ways to go in supporting our youth and empowering them to be women in this world. It’s time.

In this month’s Pin•Points That Matter, our team explored what it’s like to be a woman fan in the sports world today. Having come from a sports & entertainment background, our founders are beyond passionate about the intersection of women consumers and the future of sports. So here we are, exploring some hard facts on the subject:

• 84% of women sports fans watched a sporting event on TV in the last year (pretty great number!) – Deloitte, 2023
• And 80% of all sports apparel is purchased by women (also, incredible statistic) – Holland, 2013
• Yet, 75% of women dislike ‘pink, glitter, or differing cuts’ for women’s fan attire (you know the kind) – Esler, 2021
• And only 59% of women sports fans attended a sporting event in person last year, compared to 84% watching on TV – Deloitte, 2023

In all of our digging, what we couldn’t unpack (even close) was why the disparities. Why are so many women watching sports on TV but not necessarily going to a game in person? And why, when so many women are the ones purchasing sports attire, is the industry still “pinking and shrinking” the women’s line? If there’s anyone committed to discovering that why and finding ways for the industry to do better, it’s PinPoint. Let’s get our hands dirty.

This month, we couldn’t help but explore the representation of women across media in our Pin•Points That Matter. We’re an eclectic mix of women, yet none of us truly felt like we were authentically depicted across most brands out there – and we interact with a lot of brands! So we put on our detective hats and uncovered we weren’t the only ones.

• 89% of women claim responsibility for daily household shopping – Capital One, 2023
• And 76% of women are more likely to buy from brands that feature people who look like them – AARP, 2023
• Yet, 51% of women between 18-49 years old say they rarely or never see themselves in media at large – AARP, 2023
• And only 20% of women in all age brackets feel women over the age of 50 are positively portrayed in advertising – AARP, 2022

This data shows us that the people most responsible for daily shopping are perhaps the least represented by the brands they are shopping from. And that’s a problem! Especially when we know women are more likely to purchase from companies that share their values and speak to their needs. Hence the importance of deeply understanding who your customer is and rolling up your sleeves to find out. Fun fact: there’s no one who likes to roll those sleeves up more when it comes to learning about women than the PinPoint crew!

In this month’s Pin•Points That Matter, we’re exploring women’s wealth. What we found was, well, quite the dichotomy to say the least. We were shocked by the story this data revealed, but also not surprised:

• As of 2023, women are directly or indirectly responsible for 80% of all consumer purchasing decisions – Capital One, 2023
• And over the next 20 years, women will inherit up to $128 trillion in what’s being called the Great Wealth Transfer – Ellevest Women and Wealth Survey, 2024
• Yet, 94% of women believe their economic power is being underestimated – Ellevest Women and Wealth Survey, 2024
• And only 48% of women are confident about their finances, even less so only 28% feel empowered to act – Bank of America, 2022

This data tells us that it’s crucial to listen to and prioritize women in consumer purchasing decisions. Companies that fail to do so will risk significant harm to their brand, no matter what industry they fall into. From real estate to sports & entertainment to pet supplies and RTD beverages – no matter what industry you fall into, the data is shows a need to listen to your female audience. Now’s the time to uncover what they need from a brand, a fan experience, a pet store, or an RTD package design. Who’s ready!?

It’s a special month for us at PinPoint – International Women’s Month celebrating both International Women’s Day on March 8th and Women’s History Month. So, for this month in ‘Data That Matters’, we decided to look at some facts associated with women-owned businesses!

We always knew there were gender gaps in business ownership and subsequent finances, but the numbers were even more astounding than we anticipated.

14 Million women-owned businesses make up 39.1% of all US businesses, a 13.6% increase from 2019 to 2023 – Wells Fargo Impact of Women-Owned Businesses, 2024
12.2 Million people are employed by women-owned businesses, 9.2% of all employees in America – Wells Fargo Impact of Women-Owned Businesses, 2024
$2.7 Trillion of annual revenue was generated by women-owned businesses in 2023 – Wells Fargo Impact of Women-Owned Businesses, 2024
Yet, $7.9 Trillion in revenue is possible for all women-owned businesses if their average revenue matched men’s – Wells Fargo Impact of Women-Owned Businesses, 2024
AND Only, 2% venture capital for new startups went to women founders in 2021, 98% went to male founders – Bloomberg, 2022

Long story short, there are still a lot of challenges women have to face as business owners in the United States. Yet, us women owners have the potential to transform the economy and our society. The more these facts are shared, and known, the more our society can progress as a whole.

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This month in ‘Data That Matters’, we’re taking some time to unpack the perspectives of GenZ women as this generation grows to over 20% of the US Population.

What we found was some stark differences in the gender perspectives across GenZ.

44% of GenZ Women say availability of abortion is a very big problem in America, compared to only 29% of GenZ Men – Survey Center on American Life, 2022
64% of GenZ Women say affordability of healthcare is a very big problem in America, compared to only 54% of GenZ Men – Survey Center on American Life, 2022
65% of GenZ women say gun violence is a very big problem in America, compared to only 46% of GenZ Men – Survey Center on American Life, 2022
Yet, 66% of GenZ Women believe that what happens to women in the US will have a bearing on their own lives, compared to only 36% of Boomer Women – Survey Center on American Life, 2022
AND, 72% of GenZ Women believe there are too few women serving in “high political offices,” whereas less than half of GenZ Men said the same – Pew, 2023 

There are stark differences in these perspectives and beliefs. If women continue feeling a lack of representation from the decision makers who determine their livelihood, we’ve lost hope in our future. It’s time to listen. It’s time to show up. It’s time to give these women a seat at the table.

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