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Business
26 août 2022
26 août 2022

Snapchatters push for progress on International Women’s Day

Snapchatters around the world advocate for equality and empowerment.
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 
Top Priorities

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  
Living Their Values

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. 
App Activations
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.  

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1Source: Snapchat survey of US, DE Snapchat users 3/7/20-3/10/20. Age and location data subject to restrictions. See https://businesshelp.snapchat.com/en-US/a/audience-size-tool for details. Question: How are you celebrating? US n=1589, DE n=878
2Source: Snapchat survey of US, DE, and UAE Snapchat users 3/7/20-3/10/20. Age and location data subject to restrictions. See https://businesshelp.snapchat.com/en-US/a/audience-size-tool for details. Question: How do you express support for gender equality? US n=1589, DE n=878, UAE n=4787
3Source: Snapchat survey of US, DE, UAE Snapchat users 3/7/20-3/10/20. Age and location data subject to restrictions. See https://businesshelp.snapchat.com/en-US/a/audience-size-tool for details. Question: How are you celebrating? US n=1589, DE n=878, UAE n=5396
42021 Global Cassandra Study commissioned by Snap Inc. | Base: Total N=27,006 respondents | Q: How much do you agree or disagree with each of the following statements based on your current perceptions and activities? Please select one response per row.
52021 Global Cassandra Study commissioned by Snap Inc. | Base: Total N=27,006 respondents | Q: How much do you agree or disagree that the below statements apply to you and your friends?
62021 Global Cassandra Study commissioned by Snap Inc.Base: Total N=27,006 respondents | Q: How much do you agree or disagree that the below statements apply to you and your friends?
‘We Volunteer’ Completely/Somewhat Agree Summary
72021 Global Cassandra Study commissioned by Snap Inc.Base: Total N=27,006 respondents | Q: How much time on a typical weekday do you spend using a screen (e.g., computer, phone, tablet) EXCLUDING the time you use a screen for work or school?
82021 Global Cassandra Study commissioned by Snap Inc. Base: Total N=27,006 respondents | Q: Which of the following, if any, are true for you? Select all that apply.
9Source: Snapchat survey of US, DE, and UAE Snapchat users 3/7/20-3/10/20. Age and location data subject to restrictions. See https://businesshelp.snapchat.com/en-US/a/audience-size-tool for details. Question: How do you use Snapchat to participate in International Women’s Day? US n=1589, DE n=878, UAE n=4787
10Source: The Female Quotient in partnership with Snap Inc 2021., Question: Now, we'd like you to think about gender equality. What type of content do you prefer to see on the communication, camera and social apps you use? Please select your top 3., Base: n=283 female French Snapchatters, n=210 male French Snapchatters
11Souce: Internal Snapchat Search and Sticker Search data, March 2020; Public Snaps & Our Story Submissions Only; US, Germany, and UAE