The most powerful consumer is still underestimated.

She’s not a niche.
She’s not a persona.
She’s not a campaign idea.

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She is the market.

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And if your brand isn’t building for her, it’s already behind.

Let’s get factual.

  • Women drive 70–80% of all consumer purchasing decisions in the U.S.
  • They influence over $15 trillion in global spending
  • In cannabis, women now make up 38% of consumers, and that number is rising
  • In CPG, they’re responsible for 85% of household purchases
  • In spirits, they dominate flavored liquors and ready-to-drink sales
  • They lead 90% of fashion buying decisions, even for menswear
  • They shape streaming trends, binge cycles, and content loyalty
  • In the art world, women under 40 are the fastest-growing group of collectors

She influences the algorithm.
She drives the cart.
She builds the brand reputation through repeat buys and recommendations.

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But when you look at most cannabis and CPG marketing?
It still talks down to her, or worse—ignores her entirely.

Where most brands go wrong

  • They confuse “female-forward” with pink labels and Pinterest quotes
  • They assume wellness is all she wants
  • They design for clichés, not complexity
  • They skip her altogether in retail strategy, CRM flows, and loyalty design

The result?
A disconnect between what she buys and what she’s shown.

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And make no mistake—she notices.

How she actually shops

Women are high-value customers.
They don’t just buy—they build.

They are:

  • More likely to buy for the household
  • The primary gift buyer in cannabis and spirits
  • Early adopters and long-term loyalists
  • Brand advocates who educate, share, and recommend
  • Highly responsive to utility, clarity, and design

In cannabis, they want:

  • Products that work
  • Brands that speak to them—not over them
  • Education without ego
  • Design that feels smart, not “girly”

Brands that get it

Wana Brands (Cannabis)
Built for consistency, trust, and wellness-focused consumers. No gimmicks—just real solutions.

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Glossier (CPG/Beauty)
Co-created with the community it served. Feedback loops became product development. Community became retention.

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Onda (Spirits)
RTDs with natural ingredients and minimalist branding—no “for her” tropes needed.

What smart brands do next

Stop guessing. Start listening.

If you want to win her loyalty:

  • Build products she actually wants
  • Tell stories that feel human, not hypothetical
  • Design CRM flows with her actual life in mind
  • Hire her behind the scenes—not just in the campaign shoot
  • Speak with clarity, design with respect, and back it up with consistency