Wasserman's The Collective Unveils Global Study on Women's Buying Power

• The inaugural edition of The Collective® Economy has been released by Wasserman's women-focused advocacy and advisory group, The Collective®
• The study investigates how contemporary women view themselves and the factors that affect their purchasing choices

Australia's Sydney The first installment of The Collective® Economy: A Global Understanding of Women’s Buying Power, a ground-breaking international study that examines how modern women see themselves, what influences their purchasing decisions, and why many brands continue to fall short, has been released by The Collective®, Wasserman’s women-centered global advocacy and advisory division.

Women now account for almost two-thirds of all discretionary spending worldwide, giving them more economic clout than ever before and providing brands with a vital chance to interact more deeply with this influential group. Despite nearly a trillion dollars being spent on advertising globally in 2024, 49 percent of women feel misunderstood by brands, and many think that products don't address their actual needs, according to the study, which polled 8,700 women in ten different countries. Nearly half of women claim that marketing still uses antiquated stereotypes, despite the fact that 91 percent of them value authenticity.

It's obvious that women are communicating what speaks to them and what doesn't. According to Thayer Lavielle, Managing Director of The Collective®, "They want messaging and products that truly reflect their lives and values." This study provides a global overview of how women view brand engagement by geographic area and identifies areas in which marketers are lacking. The Collective® Economy provides a road map for fostering closer ties, greater influence, and sustained growth through six developed personas.

Significant changes have taken place throughout the world since the publication of The New Power Players in 2020, which focused on how Gen Z and Millennial women are changing culture, consumerism, and social advancement. Women's influence has changed significantly since the COVID-19 pandemic, as evidenced by social movements led by women and the emergence of younger generations who are financially independent.

The Collective® Economy explores the ways in which women of different ages, places, and backgrounds define themselves and the factors that influence their purchasing decisions. It appears that modern women are more open to identity-first marketing that is founded on passions, interests, life roles, and education than on demographic profiling, as evidenced by the surprisingly low importance of traditional identity markers like gender, race, and religion.

The report offers country-specific insights to help brands tailor their strategies for a range of regional markets, in addition to offering a more nuanced understanding of women's economic behaviors globally.