The 'female tribes' shaping consumers today


Tribes include Asian Alpha, Teen Activists and Cultural Icons

Marketing communications agency JWT is investigating the changing attitudes of women as consumers and has identified 20 new ‘female tribes’.

The Women’s Index study spans nine countries and includes insights from 4,300 interviews with women aged 18-70.

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Women have been found to control up to two thirds of the global $18 trillion consumer spend, showing that the narrow lens advertisers can often view women through is becoming increasingly outdated and irrelevant.


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