Study: 49% of women feel misunderstood by brands despite driving global spending

Despite controlling two-thirds of global discretionary spending, 49% of women still feel misunderstood by brands, with many pointing to outdated stereotypes as a key reason. With that said, only 4% feel truly understood. 

This is according to “The Collective economy: A global understanding of women’s buying power”, a new study from The Collective, Wasserman’s women-focused advocacy and advisory arm.

Based on responses from 8,700 women across 10 countries, the report reveals a persistent disconnect between brands and its most powerful consumer. At the heart of the problem are products that don’t reflect women’s real needs or lifestyles, marketing that feels inauthentic, and a lack of genuine communication. These factors contribute to a broader failure to connect, with 59% of women saying they don’t feel confident or empowered by the way they’re represented in marketing.

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Interestingly, younger women feel significantly more understood by brands than older generations, a reflection of marketers chasing Gen Z’s cultural and digital influence. However, this focus may come at a cost. Gen X and Boomer women, who are often overlooked in campaigns, are actually more likely to be the primary decision-makers in households.

The data shows 68% of Gen X and 62% of Boomer women call the shots on most purchases, compared to just 48% of Gen Z women. For brands aiming for long-term loyalty and ROI, the message is clear, inclusive strategies must span generations, with more intentional engagement of older women who continue to be underrepresented.

The report also outlines how women today define themselves, not through surface-level demographics such as gender or race, but through passions, life roles, education, and personal growth. This shift points to a growing demand for identity-first marketing, where values and lived experiences take precedence over traditional segmentation.

In Singapore, the disconnect is especially pronounced. A staggering 75% of women in the country feel misunderstood by brands. These consumers are navigating personal passions, career ambitions, and financial independence, all while holding tight to values such as wellness, stability, and work-life balance. For brands, the opportunity lies in representing the full scope of modern womanhood: professional, personal, and practical.

To help brands better connect with this diverse and powerful audience, the study introduces six global marketing personas based on shared motivations and worldviews. These include the mindful multitasker, balancing career, family, and wellbeing; the family-first realist, focused on long-term security and practicality; the independent striver, driven by career growth and financial autonomy; the empowered advocate, passionate about justice and visibility; the global dreamer, outward-facing and creative; and the creative explorer, who seeks meaning and self-expression.

Each persona comes with actionable insights across values, lifestyle, purchasing behavior, and media habits, offering marketers a fresh lens for meaningful engagement.

Building on Wasserman’s 2020 report “The new power players”, which highlighted the influence of Gen Z and Millennial women on consumerism and culture, this new research aims to capture a more intersectional, post-pandemic reality where women are not just influencing the economy but reshaping it.

“Women are telling us what matters to them and what doesn’t, and they clearly want products that support and reflect their lives, values, and priorities. This research provides a global pulse on how women feel they are being marketed to, by region, and where they feel brand marketers may be missing the mark. Through the six personas we have developed, The Collective Economy is a blueprint for building stronger connections, greater impact, and lasting growth,” said Thayer Lavielle, managing director of The Collective.

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