More Women Than Men Using GoodGuide

Recently, Nina Shen Rastogi of Slate wrote a piece summarizing some of the gender differences in eco-friendly behavior. We thought it would be enlightening to see whether the breakdown of GoodGuide users fit with her conclusions about the greener gender.

According to recent Gallup Polls, women take climate change more seriously than men. However, as Shen Rastogi points out, beliefs don’t necessarily reflect knowledge, nor do they manifest as behavioral change. She dives into actual behavior and leaves us with the impression that men use more energy than women. The reasons behind the difference? Men spend more overall (surprising) and their higher spending is on fuel and vehicles (not surprising).

This trend shows up when we examine GoodGuide statistics as well. Based on GoodGuide audience demographics from, men are greatly underrepresented among our visitors (relative to all Internet users):

Additionally, women make up 67% of our Facebook fans:

While we can’t draw conclusions about actual behavior, it does appear that more women than men are using GoodGuide. That leads us to believe that women are taking the lead when it comes to being environmental stewards. So I’d like to issue a challenge to the ladies: get your husbands, boyfriends, fathers, brothers, sons, uncles and nephews to start using GoodGuide.

Lest we forget, the U.S. is still unfavorably positioned at the top of the carbon footprint list, with recent calculations putting the average American footprint at a whopping 23 tons of CO2e. The take home message here is that even though women might be marginally more environmentally-conscious, both genders have a long way to go. Men, don’t feel left out: get your wives, girlfriends, mothers, sisters, daughters, aunts and nieces to start using GoodGuide too!

About Sheila Viswanathan

Sheila Viswanathan focuses on educating individuals on how to make healthier dietary choices. She received her doctoral degree in Nutrition and Public Health from Teachers College, Columbia University and is certified as a registered dietitian.
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One Response to More Women Than Men Using GoodGuide

  1. Matt says:

    It would be interesting to see how the gender breakdown of GoodGuide has changed over time. GoodGuide was revealed to the world in the TechCrunch 50 to a male-dominated tech crowd. Of these initial GoodGuide users who came in droves, it would be my guess that a small percentage of them are frequent site users 2 years later, and the majority of users that are currently active on the site have signed up after the tech wave passed. If this is true, then I would be wiling to bet that the percentage of active women users is even higher than you have estimated here.

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