Women’s Market Research

Collage Group’s women’s market research helps brands engage women, as they have tremendous buying power and do most of the household shopping.

Fill out the form to download an excerpt from our “Snapshot of American Women” report and read below for the latest consumer trends.

Snapshot of American Women

How do you target women consumers?

Women’s buying power in the U.S. was more than $6 trillion in 2019, and they are estimated to control 75% of discretionary spending worldwide by 2028. Women are also known do most of the household shopping.

Yet, most women say that brands and advertisers don’t understand them. And, like all consumers, not all women are alike. Key differences across race, ethnicity and generation impact women’s shopping behaviors.

Collage Group’s proprietary ad testing and brand ranking methodologies provide a measurement of how well brands and ads resonate with women in the New Wave of consumers, the intrinsically diverse segment of consumers aged 18 – 39. With these deep consumer insights, brands can engage women with authentic themes and stories that can drive growth for decades to come.

The Latest in Women's Research & Trends

Principles for Engaging Younger, More Diverse Consumers: Deep Dive into Gen Z

One in five Americans are part of this generation and it is the second largest: at 75.6 million people, Gen Z is only slightly smaller than the Millennial generation at 75.8 million. Read on the learn why these younger consumers, now 8-to-23 years old, are highly invested in their beliefs and passions, and orient toward inclusion and diversity not seen in older generations.

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