International Women's Day is a global day celebrating the social, economic, cultural and political achievements of women. The day also marks a call to action for accelerating gender parity. Significant activity is witnessed worldwide as groups come together to celebrate women's achievements or rally for women's equality. The campaign theme for International Women's Day 2021 is 'Choose To Challenge'. A challenged world is an alert world. And from challenge comes change.
We surveyed Snapchatters in the United States, France, Germany, and the United Arab Emirates to find out how they show support for women specifically on International Women’s Day. For many Snapchatters, International Women’s Day is the perfect chance to celebrate the women who have made a difference in their lives.1 Gender equality matters to the Snapchat Generation, and many have taken action — by actively advocating for women’s rights and empowerment, helping raise awareness about the issue, helping women reach their goals, and celebrating others’ achievements.2
Across the world, Snapchatters rally around gender equality. Snapchatters are focused on promoting equal value, equal opportunity, equal pay, and equal responsibility in their communities. Nearly 3 in 4 of the Snapchat Generation, significantly more than Non-Snapchatters, agree it’s important to pay attention to culture from around the world.4 Diversity and inclusivity remain top of mind, 3 out of 4 in the Snapchat Generation say being inclusive describes them and are more likely than non-Snapchatters to say they and their friends are inclusive of people who are different.5
The Snapchat Generation is a values-minded community. They place high expectations on themselves to help make the world a better place, and are 1.3 times more likely to volunteer than non-Snapchatters.6 While their time spent with screens is over 4 hours / day, on average, these mobile natives invest their time in productive ways.7 The Snapchat Generation is nearly twice as likely to say “my generation can rally large numbers of people to take action” vs. older generations, and they are also much more likely to actually take action. The Snapchat Generation is 1.4x more likely to share on social apps about causes and issues than older generations.8 On International Women’s Day, a time to confront stereotypes, call out bias, and commit to change — Snapchatters understand we all have a part to play.
The majority of respondents surveyed said they watch Snap stories and use custom filters and lenses to show support on International Women’s Day.9 For female Snapchatters in France, seeing content that makes them laugh or feel connected to their friends, family, and community is most appealing.10 Unsurprisingly, phrases like Happy International Women’s Day and Happy Women’s Day were in heavy rotation across the platform for the 2020 holiday.11
International Women’s Day may only come around once a year, but Snapchatters around the world are increasingly turning to their phones and cameras to celebrate big cultural moments — and to make their voices heard on the issues that matter most to them. This year, we celebrate those around the world who are fighting for change, justice, and equality. Snapchatters are invited to #ChooseToChallenge, committing themselves more broadly to equality, and ultimately join in on the celebration of International Women’s Day.