I think especially while out doing activities and stuff there is a bit of needing proof that we're doing a good job, especially as mothers taking our kids to the zoo or whatever but also being good at being a woman "look i can socialise! I am fashionable! I have friends! I appreciate art and give to charity!". It's probably way less then 40% remembering for most women a mostly for showing other people for a variety of reasons (good and bad).