A recent study highlights that a meaningful majority of women globally are keen sports fans, suggesting brands need a deeper understanding of this demographic.

Following up on a previous report, Teh Collective, a division focused on women, has released a global study titled “The Collective Economy: A Global Understanding of Women’s Buying Power,” revealing that 72% of women worldwide identify as avid sports fans. The study aims to provide brands wiht a clearer understanding of women, who control 75% of global discretionary spending.

The study involved over 8,000 women across 10 countries, seeking to move beyond customary demographics and focus on personal preferences and goals.

According to Thayer Lavielle, managing director of The Collective, the goal is to understand what is important to women, what they seek from brands, and where brands are succeeding or falling short.

Key Findings on Women’s Preferences

“Women are leading all of us, but women in particular are leading incredibly busy and complicated lives.”

The report emphasizes that women are not a monolithic group and defy simple demographic categorization. Women define themselves more by their passions, caregiving roles, and education than by gender, race, or religion. approximately 80% of women prefer recognition for their kindness and positive impact over ambition and achievement.

This preference is even stronger among Baby Boomers, with 95% prioritizing kindness. Though, marketers frequently enough struggle to include older women in their messaging. While 80% of women aged 18-28 feel seen by brands, only 62% of those aged 61-65 feel the same.

The Importance of Authenticity and Representation

While representation in advertising is beneficial, product quality and utility are more critical to women. Even though 50% of women state that the gender of the person in ads does not matter, 34% of millennial women and 41% of Gen Z women relate more to female figures in campaigns. only 2% of women relate more to men in advertisements.

Authenticity is highly valued, with 91% of women wanting brands to be genuine. Though, 49% feel that ads targeting women still rely too heavily on stereotypes.

Family plays a significant role in purchasing decisions, with 92% of women stating that family influences their choices, often balancing their own desires with the needs of their loved ones.

Lavielle emphasized the need for brands to support women in their complex lives, stating, “Women are leading all of us, but women in particular are leading incredibly busy and complicated lives, and there’s a real role for brands to come in and support and serve women in a way that may not be done today.”