Women Drive 80% of Spending. Are You Delivering?

Women Drive 80% of Spending. Is your offer keeping up?
Next week is International Women’s Day. But brand’s attention to women shouldn’t be a red-letter day, but rather central to the business model.

Today women control €27.2 trillion in global spending and influence 80% of purchasing decisions. By 2028, they are projected to control 75% of discretionary spending — the majority of choice-driven categories, from travel and beauty to home and leisure. They make or shape purchasing decisions in more than 42% of households in developed economies and are increasingly moving into the corner offices.

At the same time, 91% of women say brands do not understand them, according to a Nielsen IQ report.

The impulsive, splurging shopper trope does not hold. Women are financially cautious: more than three in four are concerned about rising living costs, and 46.3% actively seek bargains 

How to become a brand women trust:

• Troubleshoot the narrative

71% of women in advertising are still shown in domestic settings, while only 20% appear in professional roles. Updating representation in communication is overdue also in B2B where women remain underrepresented both in brand messaging and at organisational level.

• Stand for something 

65% of Gen Z women consider it important that brands actively support social causes and contribute positively to society, and 72% prioritise environmentally responsible companies. Our Human Context Circle model backs this up – women tend to be more socially conscious and more inclined to make ethical choices that benefit the wider world, not just themselves. 

• Simplify the experience

68% are looking for ways to simplify their lives, and 40.7% are willing to pay for time-saving solutions (NielsenIQ). Clarify comparisons, remove hidden fees and cut unnecessary steps. 

• Contribute to well-being

44% are actively searching for solutions addressing women’s health needs, and one in two report mental health strain linked to financial stress. 

• Back claims with substance

Gen Z women scrutinise messaging and quickly spot inconsistencies. That means publishing sourcing data, labour standards and measurable impact. 

Earn women’s trust and they return in kind: 54% publicly support their favourite brands online, and 92% are happy to share the bargains they find within their networks.