Women drive nearly two-thirds of global discretionary spending, yet many still feel sidelined by the very brands that seek their loyalty. According to The Collective Economy, a global report from Wasserman’s advocacy arm The Collective, only 4% of women worldwide feel genuinely understood by marketers — a startling gap given their economic influence.
Based on responses from 8,700 women across 10 countries, the study paints a clear picture: the disconnect lies not in visibility, but in relevance. Women aren’t asking for more pink packaging or aspirational slogans. They’re asking to be seen in full — as professionals, caregivers, creators, and decision-makers.
Interestingly, younger women — especially Gen Z — are more likely to feel represented in brand messaging. This isn’t surprising given how much marketing effort is focused on youth culture and digital platforms. But there’s a hidden cost. The study reveals that Gen X and Boomer women, who often hold the purse strings at home, feel far less acknowledged.
While only 48% of Gen Z women say they manage most household purchases, that number jumps to 68% for Gen X and 62% for Boomers. These women are powerful buyers — yet many marketing campaigns ignore their lifestyles, values, and evolving roles.
Nowhere is the misalignment more evident than in Singapore, where 75% of surveyed women say brands fail to understand them. Despite rising levels of financial independence and career achievement, Singaporean women still feel marketing overlooks their pursuit of balance — between ambition, wellness, and family.
The report urges brands to rethink how they segment audiences. Women no longer define themselves primarily by age or marital status. Instead, identity is shaped by education, passions, personal milestones, and values. The traditional marketing personas are outdated — and women are noticing.
To guide better engagement, The Collective introduces six new personas grounded in mindset, not just metrics. From the Mindful Multitasker managing work, home, and health, to the Empowered Advocate championing social causes, each archetype offers a richer, more dynamic view of today’s female consumer.
For marketers, these findings are more than a critique — they’re a call to action. Real growth lies in bridging the gap between what women experience and what they see reflected in campaigns. As Thayer Lavielle, managing director of The Collective, notes: “Women are clearly expressing what they need from brands: not just recognition, but respect — for their complexity, for their roles, and for their values.”
In a post-pandemic world where authenticity and purpose shape consumer behavior, brands have an opportunity to move beyond surface-level inclusion. Understanding women isn’t just good ethics — it’s smart business.
