The economic climate in the United States is still a little uncertain. According to the online polling institute Attest, a majority of consumers fear that they will have to be very careful with their budgets this year.
The data for this study comes from a nationally representative survey of 2,000 American consumers aged between 18 and 67. It was conducted on the Attest platform during November 2024.
The results of the survey reveal a difference between the sexes: female consumers are clearly more negative.
In financial terms, American women feel that they are in a much worse situation than men.
Overall, 45% of American women said they felt financially insecure, compared to 33% of men.
“This insecurity has an impact on the way in which women consumers manage their money. 63% of them say that they are spending cautiously at the moment, compared with 46% of men,” explains Attest. “As a result, female consumers are more likely to buy cheaper brands (cosmetics, for example) than their male counterparts. 41% of women would choose a cheaper brand than their preferred brand to save money, compared to 34% of men.”
Faced with these insecurities, the respondents expect support from the brands they value. They want manufacturers to go beyond their primary role and invest in social causes. “Respondents would like brands to speak out on women’s rights.”
Gen Z women (aged between 18 and 26) are particularly concerned, with …
