Economically, it’s been a summer for the girls. Just looking at women-targeted entertainment alone tells the story:
This boom in women’s consumer spending has been attributed to post-pandemic “revenge spending” habits — but it’s actually been in the works for some time.
… They were just spending it differently. Major economic and demographic shifts over the last decade have impacted how women now spend their money, per The Wall Street Journal:
In other words, women have more money and agency over how they spend it than ever before, and female audiences are spending on goods and experiences that align with their personal interests.
This trend has propelled Beyoncé and Taylor Swift to top-grossing tours; it has also pumped millions of dollars into local economies:
The key takeaway from this summer shouldn’t be turning every last toy into a movie, but far more simple: When customer groups feel seen, heard, and understood, they show up in a big way.