The research, which comes ahead of International Women’s Day on 8th March, said that 78% of women felt gender equality at work was a concern.

Other key gender equality issues highlighted in the research included gender equality in the supply chain ( 66%) and gender equality in advertising and media ranks third, with 62%.

The research was based on a survey of 700 UK adult women carried out on 21st February 2024 through YouGov Surveys: Self-serve, with data weighted by age, gender, political affiliation, education level and region.

Roughly two-thirds ( 67%) of women in the research believed it was important to support women-owned businesses ahead of International Women’s Day, with this sentiment highest among the 25 to 39 age group at 75%, followed closely by 18 to 24-year-olds at 72%.

Health and wellness ( 59%) and fashion and beauty ( 58%) brands were deemed most likely to have promotions or initiatives for International Women’s Day, followed by home and lifestyle brands with 46%.

Restaurants and cafes ( 32%) and travel ( 21%) rounded out the top five sectors in which women expect to see International Women’s Day celebration promotions, with women aged over 55 years more likely to expect initiatives in both these categories ( 41% and 25% respectively).

Fewer than a fifth of women in the research said they expected financial services and technology and electronics ( 18% each) to actively participate in International Women’s Day celebrations.