The Female Economy (2024)

Summary.

Reprint: R0909D

As a market, women represent an opportunity bigger than China and India combined. They control $20 trillion in consumer spending, and that figure could reach $28 trillion in the next five years. Women drive the world economy, in fact. Yet most companies do a remarkably poor job of serving them, a new study by the Boston Consulting Group reveals.

BCG surveyed more than 12,000 women from a variety of geographies, income levels, and walks of life about their education, finances, homes, jobs, activities, interests, relationships, hopes, and fears, as well as their shopping behaviors and spending patterns. In this article, Silverstein and Sayre, two of the firm’s partners, review highlights of the findings and explain the biggest opportunities. While any business would be wise to target female consumers, they say, the greatest potential lies in six industries: food, fitness, beauty, apparel, health care, and financial services.

Address women’s concerns effectively, and your company could see the kind of rapid growth that fitness chain Curves enjoyed. Most health clubs are expensive and designed for men, with lots of complicated body-building equipment. Curves, however, understood that time-pressed women needed quick, affordable workouts, and came up with the concept of simple, 30-minute exercise routines geared to women and offered in no-frills spaces. Companies that likewise successfully tailor their offerings to women will be positioned to win when the economy begins to recover.

The Idea in Brief

• Women represent the largest market opportunity in the world.

• But despite women’s dominant buying power, many companies continue to market mostly to men and fail to explore how they might meet women’s needs.

• Companies that can offer tailored products and services—going beyond “make it pink”—will be positioned to win when the economy begins to recover.

Women now drive the world economy.

A version of this article appeared in the September 2009 issue of Harvard Business Review.

The Female Economy (2024)

FAQs

What is the female economy? ›

Women now drive the world economy. Globally, they control about $20 trillion in annual consumer spending, and that figure could climb as high as $28 trillion in the next five years. Their $13 trillion in total yearly earnings could reach $18 trillion in the same period.

What do females spend the most money on? ›

A $526K Lifetime Tab: All the Ways Women Pay More Than Men
  • Personal Care Products. On average, women's shampoo costs around $9 while men's shampoo costs close to $6, Business Insider reported. ...
  • Home Ownership. ...
  • Feminine Care Products. ...
  • Clothing and Accessories. ...
  • Beauty Products. ...
  • Healthcare. ...
  • The Total Cost.
Jan 19, 2024

Which gender is the biggest consumer? ›

Daily, women spend more time than men making economic decisions for their families, encompassing everything from consumer goods to services. Women drive 70-80% of all consumer purchasing through buying power and influence.

What are the six key female consumer segments? ›

While any business would be wise to target female consumers, they say, the greatest potential lies in six industries: food, fitness, beauty, apparel, health care, and financial services.

What is women's economic? ›

The Women's Economic Empowerment team focuses on increasing women's power and influence by removing barriers to work, enabling decent work, and supporting women's enterprises in order to help women and girls thrive in the economy. We look for ways to reach large numbers of low-income women.

What is the girl's economy? ›

The expression “girl economy” has become a new buzzword, littering the titles of many recent articles. The phrase is being used to describe the goods and services that directly target women (Zhang, 2023).

What female makes the most money? ›

List of Highest Paying Jobs for Women
  1. Physician. Median Annual Wage (2021): $208,000+ ...
  2. Surgeon. Median Annual Wage (2021): $208,000+ ...
  3. Chief Executive Officer (CEO) Median Annual Wage (2021): $179,520. ...
  4. Dentist. Median Annual Wage (2021): $163,220. ...
  5. Marketing Manager. ...
  6. Pharmacist. ...
  7. Attorney. ...
  8. Human Resources (HR) Manager.

Which gender saves more money? ›

In 2022, women saved on average $3,146, while men saved an average of $7,007, according to the New York Life's 2023 Wealth Watch survey. By the time women retire, we have 44% less saved than men, according to a Vanguard study.

How much money does a woman make to every man's dollar? ›

Women earn 84 cents for every dollar men make — or even less : NPR. It's Equal Pay Day. Women earn 84 cents for every dollar men make — or even less Women working full-time, year-round jobs earn 84 cents for every dollar men make, and part-timers make even less.

Which gender is more rich? ›

“It shows that there is a fundamental form of inequality at the top related to gender.” The world of billionaires and millionaires, measured by wealth, also remains a predominantly male club. Of the nearly 2,500 billionaires in the world, only 294 (around 12 percent) are women, according to Wealth-X, a research firm.

Which gender is more generous? ›

Single women donors on average give higher dollar amounts to charity than single men. Divorced/separated, never-married, and widowed women are more likely to give, and give higher amounts, than their male counterparts. As women's incomes rise, they become more likely to give to charity than their male counterparts.

Which gender suffers the most? ›

found that women reported more health problems than men, regardless of economic status (52). Older women in both developing and industrialized countries are more likely to live alone than men (53).

What is sheconomy? ›

The “Sheconomy” signifies women's escalating economic influence. Greater workforce participation by women, educational advancements, and societal changes have contributed to this shift. Financial professionals can adapt with tailored strategies to better serve their evolving female clientele.

Which gender spends more money? ›

Myth: Women are more likely to spend more money

The Bureau of Labor Statistics' 2021 Consumer Expenditure Survey showed single men spent an average of $2,365 more than women, spending more than double on alcoholic beverages plus higher averages on car and entertainment purchases.

How to market to 30-40 year olds? ›

Speak to their values, meet their standards for quality, and provide them with the experiences they crave, and you'll win not just customers, but advocates for your brand. Navigating the preferences of the 30-40 year old demographic requires a blend of reliability, quality, and meaningful engagement.

What is the female political economy? ›

Feminist political economy enables us to understand who, what and how in the relationship between social, political and economic structures of power, resources and access to them.

What is the female participation in the economy? ›

Women's economic empowerment includes women's ability to participate equally in existing markets; their access to and control over productive resources, access to decent work, control over their own time, lives and bodies; and increased voice and meaningful participation in economic decision-making at all levels from ...

What is gender economy? ›

Gender economics builds on economic theories and empirical methods to understand. the mechanisms behind gender inequalities.

What is the economy of feminism? ›

Feminist economics call attention to the importance of non-market activities, such as childcare and domestic work, to economic development. This stands in sharp contrast to neoclassical economics where those forms of labor are unaccounted for as "non-economic" phenomena.

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