Women control trillions in global spending and an even greater share of discretionary spend, yet many brands still fail to reflect their real needs, values and expectations. We reveal how deeper emotional connection and relevance can unlock premium growth and make brands truly worth paying more for.
Our client was looking to move beyond surface-level understanding of one of the most powerful and underleveraged forces in consumer decision-making: women.
Despite controlling trillions in global spending and shaping choices far beyond traditionally female-skewed categories, women are still treated as a single, simplified audience. The reality is more complex, more emotional and far more commercially valuable.
Using MM-Eye’s emotionally grounded, evidence-led approach, we explored how women really think and feel. Specifically looking at how this impacts their digital behaviours, ethical priorities, brand loyalty and views on representation.
What emerged was a key insight that reframes the opportunity. Brands that move from generic targeting to genuine understanding can build deeper emotional connection, stronger loyalty and premium growth. We set out the key trends and strategic implications for brands ready to shift from “better” to “best” in the minds of female consumers.
As of 2024, women exert substantial influence over global consumer spending, controlling an estimated $31.8 trillion
(Sources: NielsenIQ 2024)