women microsegments

Women today are one of the most powerful yet most misunderstood economic forces. This article argues that treating women as a single, monolithic segment is a strategic miss. Women’s purchasing power is expanding across every category, from household spending to automotive and real estate, while their identities are becoming more intersectional, culturally diverse, and fluid. Real opportunity now lies in understanding women through microsegments—ultimately enabling brands to build more relevant products, sharper messaging, and future-proofed strategies. For researchers, this is a call to move past outdated archetypes and embrace the deeper complexity that drives modern women’s decisions—and their massive influence. […]