By now, the names Barbie, Taylor Swift and Beyonce have been imprinted into your minds as of summer 2023, with the spending power of women pushing these names into ultimate success. Millions of people across the globe, and across many generations have been paying above retail prices for these experiences, which is proving that a women-powered boost to the economy is well under way.
The “Barbie” movie as of the 4th August 2023 had reached the $1 billion box office mark, making it the first female-led and female-produced film to reach such important heights. Beyoncé’s “Renaissance” world tour was dubbed such a success, that it was blamed for boosting the economy and inflation in Stockholm. And Taylor Swift? Well, there was a worldwide shortage of tickets, all being resold for thousands of dollars, and her final six nights of her Eras tour in LA being expected to bring $320 million alone to the city. These are all such influential parts of our history that have forged the way for female spending power, and making a point that women’s wealth is just as important as male spending.
Women already make up the U.S. population by a half, but they exceed this number for consumer purchase decisions. According to Forbes, women drive 70-80% of all purchasing decisions, meaning their say has always been in the background ticking away. With the majority of women selling out Taylor Swift’s Eras tour, and seeing the tickets exceed $1,000 each, there were uproars all over the internet; but what is the “less-female” equivalent?
Sports games. It’s a known fact that sports players sell out their stadiums for record prices on tickets and people have been doing this for years. But why is it a shock for Taylor Swift tickets, and not those of the upcoming World Series of baseball? They’re exactly the same experiences but for different audiences and offer the same enjoyment – just centered at completely different genders… but that’s a discussion for another time.
“Barbie”, 2023
It may have seen $1 billion thus far in its blockbuster, but Barbie managed to amass $400 million alone in its debut week this summer. Belonging to Mattel, the owner of Barbie, and directed by Greta Gerwig, Barbie has become its own sensation all thanks to none other than their marketing team and brilliant cast. The film stars include Margot Robbie as Barbie, Ryan Gosling as Ken, and other names such as America Ferrera, Issa Rae and Will Ferrell.
Due to Margot being such a renowned figure and Ryan Gosling being in high demand, too, Mattel’s 64-year-old doll has become the nation’s sweetheart all over again. It’s all thanks to the savvy marketing surrounding this film, as the theme of Barbie has taken over everywhere – even buildings.
Barbie’s marketing strategy was so unique, that it directed the film at women, and it had partnered with many other brands that were for the mass public. The diversity of Barbie and the incorporation of different races have made Barbie accessible for all ages – which has opened the imagination of Americans to discuss their ideas of feminism.
This theme of feminism has boosted the morale for women due to Barbie’s multi-generational reach. She has segmented herself as not just a doll, but an adult with a career. Though most of us remember Barbie from our younger days, she was a staple for many households, of many different cultures; and she has been reborn again to create a whole new meaning.
Currently plots centering women make up 18% of billion-dollar movies, but Barbie is here to change that for the foreseeable.
Taylor Swift, Eras Tour 2023
For the first time since 2018, Taylor Swift’s Eras Tour has grossed an incredible amount and represented the pure spend of women consumers. Though she doesn’t publicly promote her box-office figures, Pollstar has estimated that she is selling $14 million in tickets each night. The world tour, which is booked out with 146 stadium days well into 2024, is estimated to conclude with a total income of $1.4 billion+, which exceeds the current record holder – Elton John. Currently sitting as the record holder for his multiyear farewell tour, Elton gained $939 million for his work.
With more No.1 albums on the billboard 200 in her career than any other woman, Taylor Swift is on a mission for women empowerment. Here’s to 2023, and the consumerism of women is still staying in full swing.
Beyoncé, Renaissance Tour, 2023
Only starting recently, the Renaissance Tour has kicked off to an amazing start. With Blue Ivy, Beyoncé’s daughter taking pride of place, there has never been a summer more deserving of the girl-power title. The Renaissance tour alone is expected to gross almost $2.4 billion in sales by the end, which is exceeding Taylor’s newly found title.
These three incredible moves are not alone in the steppingstone of girl power this summer, with the 2023 FIFA Women’s World Cup beginning in Australia and New Zealand, too. These individuals collectively prove that women are ready to change the narratives and reframe who they are seen as. Internally and externally, there is no room for barriers and gender-splits anymore; and the summer of girl is a much-needed step in the right direction.
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