Appendices
Appendix 3: Survey
Q2 - What is your year of birth?
# Field Minimum Maximum Mean Std
Deviation Variance Count 1 What is your year of
birth? 1.00 11.00 3.27 2.15 4.61 267
# Answer % Count
1 1995 20.60% 55
2 1996 20.97% 56
3 1997 25.84% 69
4 1998 11.61% 31
5 1999 7.49% 20
6 2000 5.24% 14
7 2001 2.25% 6
8 2002 1.50% 4
9 2003 2.25% 6
10 2004 1.50% 4
11 2005 0.75% 2
12 2006 0.00% 0
13 2007 0.00% 0
14 2008 0.00% 0
15 2009 0.00% 0
16 2010 0.00% 0
17 2011 0.00% 0
18 2012 0.00% 0
Total 100% 267
Q3 - What area in Denmark do you live in?
# Field Minimum Maximum Mean Std
Deviation Variance Count 1 What area in Denmark
do you live in? 1.00 5.00 1.44 0.86 0.74 267
# Answer % Count
1 Region Hovedstaden 75.28% 201
2 Region Sjælland 10.86% 29
3 Region Syddanmark 8.99% 24
4 Region Midtjylland 4.49% 12
5 Region Nordjylland 0.37% 1
Total 100% 267
Q4 - How many years of education do you have after the 9th grade (Primary School)?
# Field Minimum Maximum Mean Std
Deviation Variance Count 1
How many years of education do you have after the 9th grade (Primary School)?
1.00 5.00 3.21 0.79 0.62 266
# Answer % Count
1 0 years 0.75% 2
2 1-3 years 16.54% 44
3 4-6 years 47.74% 127
4 7-8 years 30.83% 82
5 9+ years 4.14% 11
Total 100% 266
Q5 - What gender do you identify as?
# Field Minimum Maximum Mean Std
Deviation Variance Count 1 What gender do you
identify as? 1.00 4.00 2.00 0.32 0.10 267
# Answer % Count
1 Male 4.12% 11
2 Female 92.13% 246
3 Non-binary / third gender 3.00% 8
4 Other 0.75% 2
5 Prefer not to say 0.00% 0
Total 100% 267
Q6 - What is your sexual orientation?
# Field Minimum Maximum Mean Std
Deviation Variance Count 1 What is your sexual
orientation? 1.00 5.00 1.35 0.80 0.64 265
# Answer % Count
1 Heterosexual 83.02% 220
2 Homosexual 1.13% 3
3 Bisexual 13.96% 37
4 Other 1.51% 4
5 Prefer not to say 0.38% 1
Total 100% 265
Q7 - What is your ethnic origin? You can choose more than one.
# Answer % Count
1 European 59.94% 187
2 Asian 15.38% 48
3 North America 1.28% 4
4 Central and South America 2.56% 8
5 Middle East and North Africa 11.86% 37
6 Central and Southern Africa 2.24% 7
7 Australia and the Pacific 0.64% 2
8 East Africa 3.21% 10
9 West Africa 2.88% 9
Total 100% 312
Q8 - How would you describe your skin color?
# Field Minimum Maximum Mean Std
Deviation Variance Count 1
How would you describe your skin color?
1.00 8.00 2.76 1.61 2.60 266
# Answer % Count
1 Pale white to light 18.42% 49
2 Light to fair 39.10% 104
3 Fair to light brown 18.80% 50
4 Light brown to medium brown 10.90% 29
5 Medium brown to brown 4.14% 11
6 Brown to dark brown 3.76% 10
7 Dark brown to very dark brown 3.38% 9
8 Very dark brown to black 1.50% 4
Total 100% 266
Q9 - Do you use and purchase beauty products such as makeup, skincare etc.?
# Field Minimum Maximum Mean Std
Deviation Variance Count 1
Do you use and purchase beauty products such as makeup, skincare etc.?
1.00 1.00 1.00 0.00 0.00 267
# Answer % Count
1 Yes 100.00% 267
Total 100% 267
Q10 - How often do you purchase beauty products?
# Field Minimum Maximum Mean Std
Deviation Variance Count 1
How often do you purchase beauty products?
1.00 4.00 2.04 0.80 0.65 266
# Answer % Count
1 Often 27.44% 73
2 Sometimes 44.36% 118
3 Not so often 25.19% 67
4 Rarely 3.01% 8
Total 100% 266
Q11 - How many hours a day do you spend on social media?
# Field Minimum Maximum Mean Std
Deviation Variance Count 1
How many hours a day do you spend on social media?
1.00 4.00 1.61 0.64 0.40 266
# Answer % Count
1 1-3 hours 46.24% 123
2 4-6 hours 47.74% 127
3 7-9 hours 4.89% 13
4 9+ hours 1.13% 3
5 I am not on social media 0.00% 0
Total 100% 266
Q12 - Do you follow any beauty brands on social media?
# Field Minimum Maximum Mean Std
Deviation Variance Count 1
Do you follow any beauty brands on social media?
1.00 2.00 1.39 0.49 0.24 266
# Answer % Count
1 Yes 61.28% 163
2 No 38.72% 103
Total 100% 266
Q13 - How important is diversity regarding race and gender in the beauty industry to you?
# Field Minimum Maximum Mean Std
Deviation Variance Count 1
How important is diversity regarding race and gender in the beauty industry to you?
1.00 5.00 2.32 1.27 1.62 260
# Answer % Count
1 Extremely important 33.46% 87
2 Very important 28.85% 75
3 Moderately important 18.85% 49
4 Slightly important 10.00% 26
5 Not at all important 8.85% 23
Total 100% 260
Q14 - To what extent do you agree with the following statement: "Beauty brands are beginning to promote diversity more on social media."
# Field Minimum Maximum Mean Std
Deviation Variance Count
1
To what extent do you agree with the following statement:
"Beauty brands are beginning to promote diversity more on social media."
1.00 4.00 1.96 0.64 0.42 254
# Answer % Count
1 Strongly agree 22.05% 56
2 Somewhat agree 60.63% 154
3 Neither agree nor disagree 16.54% 42
4 Somewhat disagree 0.79% 2
5 Strongly disagree 0.00% 0
Total 100% 254
Q15 - Have you ever actively deselected a beauty brand due to lack of diversity regarding race and gender?
# Field Minimum Maximum Mean Std
Deviation Variance Count
1
Have you ever actively deselected a beauty brand due to lack of diversity regarding race and gender?
1.00 2.00 1.66 0.47 0.23 253
# Answer % Count
1 Yes 34.39% 87
2 No 65.61% 166
Total 100% 253
Q16 - Finish this sentence: "The beauty brands I support reflects my personal values ..."
# Field Minimum Maximum Mean Std
Deviation Variance Count
1
Finish this sentence:
"The beauty brands I support reflects my personal values ..."
1.00 5.00 2.89 0.98 0.95 253
# Answer % Count
1 Extremely well 5.14% 13
2 Very well 30.43% 77
3 Moderately well 42.69% 108
4 Slightly well 13.83% 35
5 Not well at all 7.91% 20
Total 100% 253
Q17 - How important is it that your personal values align with the values of the beauty brands you support?
# Field Minimum Maximum Mean Std
Deviation Variance Count
1
How important is it that your personal values align with the values of the beauty brands you support?
1.00 5.00 2.84 1.06 1.12 248
# Answer % Count
1 Extremely important 8.47% 21
2 Very important 31.05% 77
3 Moderately important 37.10% 92
4 Slightly important 14.52% 36
5 Not at all important 8.87% 22
Total 100% 248
Q18 - To what extent do you agree with the following statement: "Beauty brands have become more aware of diversity issues due to Black Lives Matter (BLM)".
# Field Minimum Maximum Mean Std
Deviation Variance Count
1
To what extent do you agree with the following statement:
"Beauty brands have become more aware of diversity issues due to Black Lives Matter (BLM)".
1.00 5.00 2.40 0.92 0.85 242
# Answer % Count
1 Strongly agree 16.53% 40
2 Somewhat agree 38.02% 92
3 Neither agree nor disagree 38.02% 92
4 Somewhat disagree 4.13% 10
5 Strongly disagree 3.31% 8
Total 100% 242
Q19 - To what extent do you agree with the following statement: "Some beauty brands only support Black Lives Matter (BLM) when it is
trending."
# Field Minimum Maximum Mean Std
Deviation Variance Count
1
To what extent do you agree with the following statement: "Some beauty brands only support Black Lives Matter (BLM) when it is trending."
1.00 5.00 1.93 0.89 0.79 240
# Answer % Count
1 Strongly agree 38.75% 93
2 Somewhat agree 33.33% 80
3 Neither agree nor disagree 25.00% 60
4 Somewhat disagree 2.08% 5
5 Strongly disagree 0.83% 2
Total 100% 240
Q20 - To what extent do you agree with the following statement: "Some beauty brands only support LGBTQ+ during Pride Month."
# Field Minimum Maximum Mean Std
Deviation Variance Count
1
To what extent do you agree with the following statement: "Some beauty brands only support LGBTQ+ during Pride Month."
1.00 5.00 2.01 0.94 0.89 239
# Answer % Count
1 Strongly agree 35.56% 85
2 Somewhat agree 35.15% 84
3 Neither agree nor disagree 23.43% 56
4 Somewhat disagree 4.60% 11
5 Strongly disagree 1.26% 3
Total 100% 239