By 2028, women will own 75% of the discretionary spend, making them the world’s greatest influencers. Yet, around the world, women are shouldering more of the household burdens, feeling less financially secure and still are facing serious barriers when it comes to equality. Our recent research looks at how companies can rethink their approach marketing, innovation and designing services for women. The data shows that just paying lip service is detracting women, encouraging disloyalty and causing fatigue.
Change isn’t easy, but it’s something women around the world are eager for—yet they say it’s taking too long for it to become a reality. Whether they’re seeking equal pay, a product that meets an actual need or a seat on a board of directors, women believe true, meaningful change is simply coming too slowly.
To truly connect with women, brands need to engage with them in ways that are meaningful culturally and geographically. No matter where they are, women will engage with brands and experiences that align with their needs and tune out the rest. And as more brands adapt and engage, the ones that don’t will continue to fall out of favor with this powerful demographic.