Humanity strives every day to make society a better place for everyone, a place of abundance and equality, where any one of two parents can put bread on the table and lead a decent family life. We have a long way to go to achieve this on a global scale, but new research shows that at least the United States are champions in this aspect.

The study, focused on uncovering the most trusted brands among Americans, reveals that women are the sole breadwinners in 40% of U.S. households with children. The female demographic in The States controls a whopping 4.3 trillion (73%) of U.S. spending. If that’s not awesome, I don’t know what is! And here’s the (potential) reason for that. According to the same poll, women seem to be shopping more responsibly than men do. Who would’ve thought?

Drawing data from the 27th annual Harris Poll EquiTrend study showcasing the most-trusted CPG brands among women and men, Nielsen shows the gender divide as follows:

As the chart shows, both men and women will choose well established brands for their necessities. However, while men choose “reliable pleasure” (as Nielsen puts it), women choose reliable, period. According to the findings, women appreciate convenience and health in their households, preferably through products that have stood the test of time. When it comes to trusted brands, many of the products on the lest help make women’s lives easier in ways that take off unnecessary workload.

“The products women trust the most are brands that are key to everyday life; they are brands women trust to get the job done right, allowing them to focus on more important aspects of their busy lifestyles,” according to Nielsen.

This goes both ways of course, but it’s more important for women to live in a reliable world than it is for men, who will stop to grab a bottle of Scotch before choosing between Duracell or Energizer to power the TV remote.