If women were an economy, they’d be the third-largest in the world, behind only the US and China. With over $31 trillion in global spending power, women aren't a niche or an afterthought. They’re the pulse of culture and commerce.
Yet far too many brand strategies still treat women like a segment. The truth? They’re the centre of the economy, the heartbeat of communities, and the co-creators of culture. In 2025, the most innovative brands won’t just market to women; they’ll build with them.
We pulled five key signals that show why centering women is a creative and commercial imperative:
85 percent of all consumer spending is controlled or influenced by women
Women drive purchases across food, tech, finance, and travel—but most brand messaging still speaks past them. This gap isn’t just a miss. It’s a competitive advantage waiting to be claimed.
Source: Canvas8 – The Future of Gender & Marketing
54% of Gen Z women choose brands that reflect their values
Young women are shopping with a conscience. Sustainability, inclusivity, and transparency aren’t extras—they’re expected. Brands that deliver on purpose earn long-term loyalty.
Source: Mintel 2024
91% of women say advertisers still don’t get them
That stat speaks volumes. Tired tropes and surface-level representation don’t connect. Women want storytelling rooted in reality—how they live, lead, and influence.
Canvas8 – The Future of Gender & Marketing.
Women influence up to 80 percent of household and lifestyle decisions
Even when they’re not the ones buying, they’re driving decisions. Whether it’s film night, healthcare, or which car to choose, their voice carries weight across nearly every category.
Source: Canvas8 – The Future of Gender & Marketing.
Women-led communities are building the future of culture
From local collectives and fem-tech to wellness spaces and music fandoms, women are not just joining movements but leading them. The brands showing up to support and co-create are the ones shaping culture.
Source: Canvas8 – The Future of Gender & Marketing.
Female-First Strategy Is Future-First Strategy
This isn’t about ticking a box. It’s about showing up in a way that resonates—creatively, commercially, and culturally. Women are already leading the conversation. Now it’s time for brands to listen, invest, and collaborate.
At Warm Street, we’ve seen the impact of women-led storytelling from both sides of the lens. It moves people, shifts narratives, and builds work that sticks.
Want to See How This Shows Up in Culture? Explore our article on Culture Signals for 2025 to see how women drive change across fashion, music, and community movements.
Let’s Build the Work Women Deserve
If you’re building a 2025 strategy that puts women first in your team, your talent, and your campaigns, connect with Warm Street. We’re here to help you get it right.
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