Would knowing a brand actively supports women make you shop there?

I noticed recently that Lidl were the official partners of the upcoming HerSport Awards, which we of course think is amazing.

But it did make me stop and think — not about awards, or sponsorship headlines - but about choice.

Because if I’m choosing between Lidl and a competitor, and I know one of them actively backs women in sport, that knowledge would influence me. I’d choose the one that actively shows up for women.

But that immediately raises a bigger question.

Do we actually know who supports women?
Do we want to know?
And if we do know — do we act on it?

Awareness comes first

I know my own answer. If it’s clearly highlighted that a brand backs women, that matters to me. It would sway my decision.

But I’m only one person.

So it made me wonder: how aware is our audience of which brands support women’s sport, women’s events, or women-led platforms?

And if the answer is “not very”, is that because brands aren’t communicating it clearly, or because media isn’t spotlighting it?

You can’t act on information you don’t have.

The next layer is just as important - Do people want to know?

Even if brands made this support more visible, would people care?

Would it register as: something positive but irrelevant? a nice bonus? or a deciding factor?

We talk a lot about values-led consumption, but how often do we actually interrogate our own behaviour at the till, online checkout, or booking screen?

Is knowing enough — or does it need to align with price, convenience, habit?

And if we know and care… do we change our behaviour?

This is the crux of it.

If someone is aware that a brand actively supports women, and they say that matters to them, does that translate into action?

Do they choose that brand more often? feel more loyalty towards it? recommend it to others? or does good intent quietly disappear under convenience?

There’s no judgement here - just curiosity. Because I think that understanding this matters for two reasons:

1. For audiences who want their spending to reflect their values

and

2. For brands trying to decide whether backing women is worth the investment

I know where I stand — but I want to know where you stand

For me, yes - it would influence my choice.
But I don’t know if I’m in the majority, the minority, or somewhere in between.

So my questions:

Are you aware of which brands support women?
Do you want to be?
And if you are — does it change how you shop?

Stay Sound,
Sarah x