Snapshot of American Women: Engage Women’s Cultural Traits

Our new Women Cultural Traits research provides powerful new insights into this critically important demographic.

American women account for 165 million consumers— half of the entire U.S. population.

As a result, women’s buying power in the U.S. was more than $6 trillion in 2019 and are estimated to control 75% of discretionary spending worldwide by 2028. Focusing on such a large consumer segment requires a complex understanding of internal diversity, societal context, and emerging trends. To capture recent segment shifts and the influence of these consumers, brands and marketers must deepen their understanding of the entire American women consumer segment.