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Brief Published: 10 Jun 2020

Women More Likely to Feel Unsafe & Anxious During Lockdown

During the Covid-19 pandemic, women are 47% less likely to feel safe visiting the shops, and 42% less likely to take part in outdoor leisure activities compared to men

Women in the UK are almost three times (272%) as likely to feel 'very unsafe' outside their homes and 16% more likely to feel stressed or anxious than men during the pandemic (ONS, 2020). Creating products and services that support women's mental health is a great way for brands to show solidarity with their consumers during the crisis.

The new report from the UK’s Office for National Statistics reveals these negative impacts are changing their behaviour. Women are 14% more likely to limit their news consumption to cope, and 12% are turning to other online sources of support and information. Brands should build their digital platforms as a space for consumers to find accurate, trustworthy updates; providing reliable resources during the crisis will build customer loyalty beyond the pandemic. 

Outside the home, women are 47% less likely to feel safe visiting the shops, and 42% less likely to take part in outdoor leisure activities compared to men. This is perhaps owing to lockdown-related preoccupations that are affecting women; they are 131% more worried than men about their caring responsibilities during the pandemic. As women have disproportionately felt the impact of the virus – from unequal pressures of childcare and housework, to the global increase in domestic violence – brands should step in and offer support. 

A great example of this is Maven, a New York-based digital healthcare start-up for women, which has partnered with US health insurance programme MassHealth during the outbreak. Due to consumers avoiding in-person medical appointments, Maven has made on-demand chat and video appointments accessible 24/7 on any device, giving immediate free access to its users. It’s also launched a series of webinars led by healthcare professionals discussing issues such as anxiety and pregnancy during the pandemic.

For more on the innovative new ways that brands are supporting women, see our Feminism-Fuelled Brand Culture report.