Group of five diverse women smiling and hugging each other outdoors during sunset, with trees in the background.

The Global Equation

Her power changes shape. The money she influences is not the same as the money she earns.

Understanding how and why her power shifts across her lifetime is how brands learn to see her, know her and build for her.

~50% of the world's population.
78¢ earned by employed women for every $1 earned by men.
~$32T in global consumer spending controlled by women.
70–80% of consumer purchasing decisions influenced by women.
30.5% hold managerial positions globally .
9% are Fortune 500 CEO roles.

A young woman with blonde hair, wearing a black beanie and a color-block windbreaker, standing against a white brick wall with decorative cutouts, looking at the camera.

Sets the zeitgeist.
Influence before income.
Born: 1997–2012
Ages: 14–29

GEn Z: Culture Power

A woman with curly hair, sunglasses, and ripped jeans squats on the street, smiling at a young girl. The girl, wearing a hoodie and tan fuzzy boots, stands close to the woman with her hands near her face. They are in an urban setting with buildings and vehicles in the background.

Her decisions multiply.
Orchestrates the household.
Born: 1981–1996
Ages: 30–45

MillenNials: Household Power

A woman with brown hair, glasses, and wearing a striped shirt is working on a laptop at a desk, with a newspaper and a smartphone nearby. She is wearing earphones and appears focused.

Outsized wallet. BIG Dollars.
Brands underspend in reaching her.
Born: 1965–1980
Ages: 46–61

GEn X: Wallet Power

An elderly woman with white hair, glasses, and a beige jacket kisses a young woman with long brown hair on the forehead. The young woman is smiling, wearing a black top with thin straps, a gold chain necklace, and gold bracelets. They are sitting outdoors against a background of green leafy plants.

Controls greatest wealth transfer.
Feels invisible to brands.
Born: 1946-1964
Ages: 62-80

Boomers: wealth Power