Since consumers are more likely to make a purchase if they feel like they are making a positive difference in the world, Wal-Mart introduced a new 'Women Owned' logo that supports companies run by women.
Just as many products are stamped with icons to indicate a gluten-free, certified organic or fair trade product, this new logo will help to call out businesses owned by women. Some of the brands that will be stamped with this logo include Smart & Sexy lingerie, as well as Maggie's Salsa. Research from Wal-Mart reveals that 90% of female shoppers look for products marketed by women-owned businesses and the introduction of this logo on products is expected to foster a sense of solidarity between women.
Female-Empowering Logos
Wal-Mart Calls Out Companies Run by Females with a Women-Owned Logo
Trend Themes
1. Female-owned Business - Opportunity for companies to create logos and certifications that highlight female ownership and appeal to consumers who are looking to support women-owned businesses.
2. Socially Conscious Consumerism - Opportunity for companies to leverage socially conscious consumers' desire to make a positive impact by incorporating logos and certifications that support specific causes or groups.
3. Consumer Solidarity - Opportunity for companies to foster a sense of community and solidarity among consumers by promoting businesses owned by women and creating a sense of unity and support.
Industry Implications
1. Retail - Opportunity for retailers to promote and support women-owned businesses through the use of logos and certifications, creating a competitive advantage and attracting socially conscious consumers.
2. Consumer Goods - Opportunity for consumer goods companies to differentiate themselves by highlighting female ownership and appealing to consumers who prioritize supporting women-owned businesses.
3. Marketing and Advertising - Opportunity for marketing and advertising agencies to develop campaigns that promote the 'Women Owned' logo and help businesses communicate their commitment to supporting female entrepreneurship.