38% of consumers willing to pay 7% more for Strava Subscription
In a simulation test, 38% of participants were willing to pay 59 EUR/ mo for a Strava subscription when an Inclusive Workplace badge was displayed on the checkout page, as compared to paying 55 EUR/mo without the badge. This represents a strong interest in supporting an inclusive workplace, even if the price were 7% higher.
Here is the Variation tested:
Here is the control version:
52 Participants were surveyed. Results from the research here:
Participant demographic information
Men and Women
Living in the US
Earning > $90,000
Health and fitness enthusiasts.
Cited reasons why participants chose to spend more to support an inclusive workplace
Mario
Male / Aged 26-35
"There is only a four-dollar difference and I would be supporting women."
Lauren
Female / Aged 36-45
"Because they stated that they're 'women inclusive,' so they seemed like a business I'd like to support"
Peter
Male/ Aged 26-35
"I like that they say that Strava is a Women-Inclusive workplace."
Olga
Female / Aged 26-35
"Logo and company description make the purchase seem more meaningful and appealing"
MORE RESEARCH NEEDED
This is promising research, but broader scale research is needed to show a statistically significant increase in buying behavior.
We encourage Strava to run an AB test on their checkout page to investigate a potential revenue driver, and we encourage Strava to get in touch with Equalicert to assist with Diversity and inclusion tools.