Patriarchy?! Please. In the west at least, women make the purchasing decisions in many households so unless their decisions are subconciously driven by patriarchy I think you are out on a limb with that one: 'Women drive 70-80% of all consumer purchasing, through a combination of their buying power and influence. Influence means that even when a woman isn’t paying for something herself, she is often the influence or veto vote behind someone else’s purchase.'

https://www.bloomberg.com/diversity-inclusion/blog/top-10-th...