The earning and spending power of women is fuelling the rise of the “she-conomy.” The global female population has been growing year over year, and women make up almost half of the world’s population. Experience and product are of equal importance to women, and this is the way businesses capture their attention. We uncover truths that direct emotional marketing tactics towards this dominating segment to secure and maintain a competitive advantage.

Women’s control of househould spending has almost doubled

(Pew Research Centre)

Women now surpass men in post-secondary enrolment and completion


Women make 70% of all travel decisions 

(Bridget Brennan)


59% of women feel misunderstood by food marketers 

(Greenfield Online)


Of the NFL’s 185 million fans, 45% are women

(Business Week) 


91% of women feel that advertisers don’t understand them

(Yankelovich Monitor and Greenfield Online)


Women now make up 40% of new directors of Fortune 100 boards 


The average adventure traveller is no longer a 28-year-old male, but a 47-year-old female

(Travel Industry of America)


Women make 90% of household healthcare decisions 

(Yankelovich Monitor)

Gender stereotypes are gone


90% of Millennial women speak to their parents once a week or more 



70% of Millennial moms are more likely to endorse a brand than the general population

Gender diversity is becoming a top priority for businesses 

(Harvard Business Review)

Do you know why women spend and what motivates their purchases? We do.


Millennial moms outspend the average Canadian family by 30%


47% of Canada’s workforce is female, while 45% is female in the U.S.

(World Bank)