Women ‘still underestimated by brands’ despite spending power

Despite having more financial influence than ever before, 49% of women globally still feel that brands don’t understand them and aren’t taking them seriously.

This is according to a new study from The Collective, the female-focused global advocacy and advisory arm of global sports, music, and entertainment company Wasserman.

The Collective surveyed 8,700 women aged 18-65 across ten major markets — Australia, the US, UK, Canada, France, Germany, India, Mexico, Japan, and China. It found that women are shaping the future of commerce and hold two-thirds of the world’s discretionary spend in their pockets, but their buying power is still being underestimated by brands and marketers.