{"id":225,"date":"2023-08-30T14:22:28","date_gmt":"2023-08-30T14:22:28","guid":{"rendered":"https:\/\/bellmarketingsolutions.com\/index.php\/2023\/08\/30\/the-key-to-improving-the-economy-marketing-to-women\/"},"modified":"2023-08-30T14:22:28","modified_gmt":"2023-08-30T14:22:28","slug":"the-key-to-improving-the-economy-marketing-to-women","status":"publish","type":"post","link":"https:\/\/bellmarketingsolutions.com\/index.php\/2023\/08\/30\/the-key-to-improving-the-economy-marketing-to-women\/","title":{"rendered":"The Key to Improving the Economy? Marketing to Women"},"content":{"rendered":"<div class=\"hs-featured-image-wrapper\">\n <a href=\"https:\/\/blog.hubspot.com\/marketing\/women-consumer-spending\" title=\"\" class=\"hs-featured-image-link\"> <img decoding=\"async\" src=\"https:\/\/blog.hubspot.com\/hubfs\/womens-consumer-spending.png\" alt=\"The Key to Improving the Economy? Marketing to Women\" class=\"hs-featured-image\" style=\"width:auto !important;max-width:50%;float:left;margin:0 15px 15px 0\"> <\/a>\n<\/div>\n<p>It\u2019s been a summer for the girls, at least from an economic perspective. Content that drew predominantly female audiences has ruled the box office and live events space:<\/p>\n<p>It\u2019s been a summer for the girls, at least from an economic perspective. Content that drew predominantly female audiences has ruled the box office and live events space:<\/p>\n<ul>\n<li>Greta Gerwig\u2019s <em>Barbie<\/em> has earned over <a href=\"https:\/\/www.digitalspy.com\/movies\/a44611602\/barbie-oppenheimer-box-office-how-much\/\">$1.28B<\/a> at the box office since its release in July<\/li>\n<li>Beyonc\u00e9\u2019s <em>Renaissance <\/em>tour impacted inflation rates in the U.K. and Sweden and is expected to bring in over <a href=\"https:\/\/www.investopedia.com\/beyonce-net-worth-7644298\">$2B<\/a>, the highest generated by a female act<\/li>\n<li>Taylor Swift\u2019s <em>Eras<\/em> tour has already earned $1B and is expected to help circulate <a href=\"https:\/\/www.marketwatch.com\/story\/barbie-beyonce-and-taylor-swift-and-the-rising-power-of-the-female-dollar-9acba515\">$5B<\/a> across the global economy<\/li>\n<\/ul>\n<p>Major publications have attributed this renaissance (pun intended) of female consumer spending influenced to shifting post-pandemic habits but in reality, it\u2019s been in the works for more than a decade.<\/p>\n<h3>From an economic standpoint\u2026<\/h3>\n<p>Women have held a lot of economic power for years, they were just spending money differently. It\u2019s been widely reported that for women with children, roughly <a href=\"https:\/\/www.newyorker.com\/science\/elements\/the-ghost-statistic-that-haunts-womens-empowerment\">90%<\/a> of their income goes back to their families. A staggering statistic compared to their male counterparts, who typically contribute 30-40% of their income back to their families.<\/p>\n<p>Per the <a href=\"https:\/\/www.wsj.com\/economy\/consumers\/the-summer-women-flexed-their-spending-power-dc2ce92c\">Wall Street Journal<\/a>, major demographic shifts are impacting how women now spend money including:<\/p>\n<ul>\n<li>More women opting to have children later in life, if at all<\/li>\n<li>Higher workforce participation and wage increases compared to the prior decade<\/li>\n<li>Evolving gender roles in the household<\/li>\n<\/ul>\n<p>In other words, women have more money and more agency over how they spend it than ever before, and female audiences are spending on goods and experiences that align with their personal interests.<\/p>\n<h3>Women-centered Marketing<\/h3>\n<p>It\u2019s no wonder Barbie, Beyonc\u00e9, and Taylor Swift have seen so much success \u2014 all three have effectively used women-centered marketing.<\/p>\n<p>Even before audiences knew that the <em>Barbie<\/em> movie\u2019s plot was about examining the patriarchy, the marketing was clearly geared towards a female audience. Viewers were drawn in by the numerous <a href=\"https:\/\/blog.hubspot.com\/marketing\/barbie-oppenheimer-movie-marketing\">cross-collaborations<\/a> with their favorite brands, a catchy <a href=\"https:\/\/www.billboard.com\/pro\/nicki-minaj-ice-spice-barbie-world-number-1-rhythmic-airplay-chart\/\">theme song<\/a> that was trending on TikTok for most of the summer, and sheer nostalgia over their own childhoods.<\/p>\n<p>Beyonc\u00e9 and Taylor Swift, arguably two of the most popular musicians on the planet with extensive music catalogs focused on women\u2019s empowerment, used social media to rally their predominantly female audiences around their subsequent tours.<\/p>\n<p>Not only have they had some of the highest-grossing tours in <a href=\"https:\/\/www.npr.org\/2023\/08\/11\/1193283472\/barbie-taylor-swift-beyonce\">history<\/a>, but their audiences have also pumped <a href=\"https:\/\/www.nytimes.com\/2023\/08\/11\/business\/beyonce-taylor-swift-tour-spending.html\">millions of dollars<\/a> into local economies at every stop. After all, fans aren\u2019t just shelling out money for tickets. They\u2019re also paying for travel accommodations, (<a href=\"https:\/\/www.blackenterprise.com\/beyonce-increases-small-business-sales-after-silver-outfit-request\/\">often sparkly<\/a>) clothing, and other goods and services to enhance their concert-going experience. The economic domino effect across industries is hard to ignore.<\/p>\n<p>It\u2019s not just entertainment, women\u2019s sports have also had a record-breaking year:<\/p>\n<ul>\n<li>The first half of this year\u2019s WNBA season has drawn <a href=\"https:\/\/frontofficesports.com\/wnba-journey-at-midseason-reveals-unprecedented-success-and-unfinished-business\/\">record<\/a> viewers and sponsorships<\/li>\n<li>The women\u2019s FIFA World Cup also brought in record viewership from across the <a href=\"https:\/\/thepeninsulaqatar.com\/article\/29\/08\/2023\/bein-sports-reveals-record-breaking-viewership-for-fifa-womens-world-cup\">globe<\/a><\/li>\n<\/ul>\n<p>The key takeaway for marketers isn\u2019t to go all-in on content related to toys or to push pink, sequined merch. It\u2019s that when customer groups feel seen, heard, and understood, they show up in a big way. Barbie, Beyonc\u00e9, and Taylor showed us that it&#8217;s always a win when you can make that happen.<\/p>\n<p><a class=\"cta_button\" href=\"https:\/\/www.hubspot.com\/cs\/ci\/?pg=21ecd91a-e772-4550-ac36-8617d800295f&amp;pid=53&amp;ecid=&amp;hseid=&amp;hsic=\"><img fetchpriority=\"high\" decoding=\"async\" class=\"hs-cta-img \" style=\"height: auto !important;width: auto !important;max-width: 100% !important;border-width: 0px\" alt=\"New call-to-action\" height=\"613\" width=\"1920\" src=\"https:\/\/no-cache.hubspot.com\/cta\/default\/53\/21ecd91a-e772-4550-ac36-8617d800295f.png\"><\/a><\/p>\n<p><img decoding=\"async\" src=\"https:\/\/track.hubspot.com\/__ptq.gif?a=53&amp;k=14&amp;r=https%3A%2F%2Fblog.hubspot.com%2Fmarketing%2Fwomen-consumer-spending&amp;bu=https%253A%252F%252Fblog.hubspot.com%252Fmarketing&amp;bvt=rss\" alt=\"\" width=\"1\" height=\"1\" style=\"min-height:1px!important;width:1px!important;border-width:0!important;margin-top:0!important;margin-bottom:0!important;margin-right:0!important;margin-left:0!important;padding-top:0!important;padding-bottom:0!important;padding-right:0!important;padding-left:0!important\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>It\u2019s been a summer for the girls, at least from an economic perspective. Content that drew predominantly female audiences has ruled the box office and live events space: It\u2019s been a summer for the girls, at least from an economic perspective. Content that drew predominantly female audiences has ruled the box office and live events [&hellip;]<\/p>\n","protected":false},"author":0,"featured_media":224,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-225","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>The Key to Improving the Economy? Marketing to Women - Bell Marketing Solutions<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/bellmarketingsolutions.com\/index.php\/2023\/08\/30\/the-key-to-improving-the-economy-marketing-to-women\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Key to Improving the Economy? Marketing to Women - Bell Marketing Solutions\" \/>\n<meta property=\"og:description\" content=\"It\u2019s been a summer for the girls, at least from an economic perspective. Content that drew predominantly female audiences has ruled the box office and live events space: It\u2019s been a summer for the girls, at least from an economic perspective. 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