Secret Deodrant, the iconic woman's deodorant company owned by Proctor & Gamble, recently announced its support for the World Cup-winning U.S. Women's National Soccer Team's (USWNT) fight with the federation to ensure equal pay. The team is suing the federation, and in an effort "to be on the right side of history," Secret donated $529,000 USD to the U.S. Women's National Team Players Association --- $23,000 for each of the 23 players on the team's current roster.
Other brands have followed suit, such as Nike who released an ad stressing the importance of equality for women in sports and women empowerment. In addition, Visa announced a five-year sponsorship to the USWNT on the condition that half of the funds be in support of the women's national team and other women-specific programs. These pay equality movements by major brands signal consumers' dedication to gender equality, specifically in sports.
Branded Women-Equality Inniatives
Secret Deodorant Donates to Women's Soccer Team Equality Fight
Trend Themes
1. Gender Equality in Sports - Supporting pay equality in women's sports can create opportunities for brands to align with consumer values and empower female athletes.
2. Corporate Social Responsibility - Brands demonstrating social responsibility by supporting women's equality initiatives can enhance their reputation and build customer loyalty.
3. Consumer Demand for Inclusive Brands - Consumers are increasingly seeking out brands that advocate for gender equality, providing opportunities for companies to differentiate themselves in the market.
Industry Implications
1. Sporting Goods - The sporting goods industry can take advantage of the growing demand for equipment and apparel that supports women's sports and empowerment.
2. Advertising and Marketing - Opportunities for advertising and marketing agencies arise from helping brands communicate their commitment to gender equality and women empowerment.
3. Athletic Apparel - The athletic apparel industry can innovate by designing products that cater to the specific needs and preferences of female athletes, promoting inclusivity.