Do Consumers Respond to Social Movements? Evidence From Gender-Stereotypical Purchases After #MeToo

This paper explores whether and how consumers respond to global social movements challenging systemic discrimination and stereotypes. The authors examine the impact of the #MeToo movement on the market for products with stereotypical markers of femininity. The authors' analysis of high-frequency stockout and price data from a leading global fashion retailer spans from January 2017 to December 2018 and covers 32 countries, or 89% of the Organization for Economic Cooperation and Development (OECD) population. Using a triple-difference approach across time, countries, and products, the authors identify changes in product-level stockouts, corresponding to a drop in the purchase of stereotypically “feminine” items. The authors' findings suggest a sudden shift in demand, with no immediate adjustments in product assortments or pricing. The authors discuss potential driving mechanisms, as well as implications for product management and marketing in marketplaces where segmentation is gender based.