Every stat on The ReFrame has a source: Government data. Consumer research. Wealth studies. Generational spending reports. We've done the digging and brought the research together, with links to the original sources.

When we started, we expected to find her everywhere. We didn't.

AI can help find numbers, but are they the right numbers that matter? The art and science of The ReFrame is knowing which questions to ask, what connections to make and where the business opportunity lies.

There's plenty of research on generations, households and shoppers. Far less of it reveals what women, specifically, are earning, deciding, influencing and buying. Example, the NielsenIQ and World Data Lab's global Spend Z research explores the extraordinary spending power of Gen Z. But try to isolate what young women are doing with that money, and the digging gets much harder.

That's the gap that excites us. Women's economic power is reshaping markets, and the brands that see her more clearly have an advantage.