Let our fiercely feminine women guide you

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There are approximately 23 million Generation X women in the United States -  born between 1965 and 1980.

About 35% of Generation X women are heads of household. This translates to around 8 million women who are responsible for their households, either as single parents or as the primary earners in dual-income families.

Generation X women have significant purchasing power, with a collective disposable income estimated at around $600 billion. On average, they have a disposable income of approximately $26,000 per year.

Gen X women are known for their loyalty to brands and value quality and experiences over mere possessions. They tend to spend more on health, wellness, travel, and education.

Generation X women influence a substantial portion of household spending,  making a majority of decisions related to grocery shopping, healthcare, and children's education.

Approximately 75% of Generation X women are employed, contributing to their financial independence and purchasing power.

Millennial women born between 1981 and 1996  represent a significant demographic for brands, approx 23 million.

Around 30% of millennial women are heads of household, translating to roughly 6.9 million women.

Millennial women tend to conduct thorough research before making purchases,  comparing products online and reading reviews from other consumers.

They prioritize value for money, seeking products that offer quality and longevity rather than simply opting for the lowest price.

Millennial women are drawn to brands that demonstrate authenticity and social responsibility. They prefer companies that engage in ethical practices and contribute to social causes.

Many millennial women value experiences over possessions, often prioritizing travel, dining, and events when it comes to spending.

Millennial women’s collective purchasing power is estimated to exceed $1.4 trillion annually, making them a formidable consumer segment.

Gen Z women, born between 1997 and 2012 number approximately 23 million in 2024..

About 10% of Gen Z women are heads of household - approximately 2.3 million women.

Gen Z women are known for their distinctive views on brands and spending: They tend to favor brands that align with their personal values, such as sustainability, diversity, and social responsibility. They are more likely to support companies that reflect their beliefs and make a positive impact on society.

Social media significantly influences their purchasing decisions. They often rely on platforms like Instagram, TikTok, and YouTube for recommendations and reviews. User-generated content and authentic influencer partnerships are particularly impactful.

While they appreciate quality, Gen Z women are also price-conscious, often looking for deals and value for money. They tend to research products extensively before making a purchase.

Approximately 50% of Gen Z women are currently employed, often in part-time or entry-level positions - and many are also pursuing higher education.

About 20% of Gen Z women are likely to become parents in the near future, reflecting changing societal norms and timelines for starting families.

Gen Z women have a combined annual purchasing power estimated to be around $140 billion. This figure encompasses their direct spending as well as their influence on household purchases.