Use the “Power of the Purse” to Make a Difference

Women wield a tremendous amount of economic power. Studies show women influence or control between 73 and 80% of spending decisions in the U.S. If women were to use their economic clout as consumers, they would be able to make the companies whose products they purchase pay attention to the issue of gender diversity on corporate boards and in executive management.

As a customer, you can write or email the companies whose products you purchase, using the following (or similar) language for your comments:

“As a customer, I am concerned about the lack of gender diversity on the board of directors of (Name of Company).

Diversity of experience and perspective enriches boardroom discussion and produces constructive debate. It also ensures the identification of the full range of strategic risks and ultimately results in better goods and services. For these reasons, gender diversity on the board is an important factor to me as I make purchasing decisions for my family.

I’m sure that customer satisfaction is important to (Name of Company). Because of the strong connection between my satisfaction as a customer and gender diversity on ’s board,  I am writing to urge you to address this issue.

Please tap the considerable pool of talented, board-ready women around the country for service on ’s board. For assistance (or to learn more about the research cited in this letter), please consider ION (InterOrganization Network), a national network of thirteen executive women’s organizations as a resource. ION ’s website is www.IONWomen.org; phone is  215-628-9844. ION’s mailing address is:

InterOrganization Network
1231 Highland Avenue
Fort Washington, PA 19034