Women Market Research

Women are the driving force behind the U.S. economy, controlling or influencing 85% of consumer spending, and brands must understand and meaningfully engage this diverse segment to succeed

Women control or influence 85% of consumer spending. In the United States, there are 167 million women who wield considerable influence on a wide range of goods and services, from consumer-packaged goods to beauty and wellness to tech. Women of color represent the fastest-growing segment of the small business ecosystem. The female economy is a force to be reckoned with, and brands that fail to meaningfully engage this diverse community are at risk of being left behind.