The Top Brands for Women: Learnings, Activations and More

Culturally fluent brands use culture efficiently and effectively to connect across segments. In our latest report, we share the top culturally fluent brands for Women and offer relevant insights as to what these brands are doing to resonate.

Reading Time: 3 minutes

March 11, 2024
Katya Skogen – Director, Cultural Insights

Women are influential in all aspects of social, cultural, and business leadership. Plus, they dominate consumer spending, making the bulk of all household purchasing decisions. 

To help you understand how to engage this dynamic segment, we’ve identified the top brands for Women based on their average B-CFQ score and then selected four brands that perform uniquely well with this consumer segment compared to Men: 

Visa, Dove, Crayola, and Dollar Tree.

Fill out the form to download our report for case studies that offer relevant insights as to what top brands are doing to resonate with Women.

At Collage Group, we measure cultural fluency by gauging consumer sentiment across six key dimensions: Relevance, Fit, Memories, Trust, Advocacy, and Values. These dimensions are weighed and combined to create the Brand Cultural Fluency Quotient (B-CFQ) score. The B-CFQ score gives our members crucial insights into their brand’s resonance across different consumer segments and strategies for improvement.


What Surprised Us

Based on B-CFQ score, Visa ranks 2nd out of 743 total brands for Women, the only financial services brand to break into the top 100 for this segment. Its sustained commitment to Women’s empowerment rivals that of even the most iconic CPG brands. Visa consistently challenges gendered stereotypes and showcases Women’s active engagement in financial matters.


The Big Picture

Top brands help Women balance their priorities and empower them to define success and happiness on their terms.



Why It Matters

Brands that offer Women practical solutions and position themselves as their trusted partners resonate deeply with Women. They also appeal more broadly to other consumer groups through Halo Effects.



Throughout the year, the world’s leading brands turn to Collage Group to build trust with this critical consumer segment. Contact us for additional studies on how to connect with Women consumers, and to learn how to make your brand a winner with all diverse Americans.

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Katya Skogen

Katya Skogen

Katya leads Collage Group’s LGBTQ+ and Gender research. Her other interests include multicultural segments as well as consumer behaviors and attitudes in the context of media, technology, food and beverage, and retail industries.

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