In the summer of 2023, the Taylor Swift Eras Tour, Beyoncé Renaissance World Tour, and Barbie movie drew attention to the economic impact of women-led entertainment. In Russell’s survey, 85% of consumers expressed interest in women-led experiences, with interest extending across women and men. Respondents also reported interest in related merchandise.
View data: women-led experience purchase funnel
| Stage | Total | Women | Men |
|---|---|---|---|
| Interest in participating | 85% | 87% | 82% |
| Participated in at least one | 75% | 78% | 72% |
| Purchased related merchandise | 62% | 64% | 60% |
The chart includes these experiences: a Taylor Swift concert; a Beyoncé concert; a concert by another female musician, such as Adele; the Barbie movie; another movie with a female lead character, such as Are You There God?; watching or attending a professional women's sporting event, such as World Cup soccer or a tennis or golf tournament; reading a book by a female author; listening to a podcast with a female host; watching a TV show or series with a female lead character; and another women-led activity.
Source: September 2023 Russell Research Omnibus Survey of 1,000 US adults. Subgroup sample sizes are not shown in the chart.
Why Consumers Took Part in Women-Led Experiences
Enjoyment and time with family and friends were important motivations, but some consumers also cited supporting what they believe in, strengthening personal connections, and offering strong role models for children.
View data: reasons for participating in women-led experiences
| Reason | Total | Women | Men |
|---|---|---|---|
| Entertainment | 67% | 73% | 60% |
| Spending time with family and friends | 74% | 77% | 72% |
| Supporting something I believe in | 33% | 34% | 31% |
| Connecting in meaningful ways with family and/or friends | 28% | 31% | 24% |
| Providing strong role models for kids | 21% | 23% | 18% |
Source: September 2023 Russell Research Omnibus Survey of 1,000 US adults. The chart does not state question or subgroup sample sizes; percentages are reproduced as published.
What the Association Meant for Brands
Thirty-nine percent of respondents said they felt more positively about brands associated with women-led experiences. Few reported a negative effect. The pattern was similar among women and men, suggesting that the appeal was not limited to one gender.
View data: impact on brands
| Response | Total | Women | Men |
|---|---|---|---|
| Feel more positively toward the brand | 39% | 42% | 36% |
| Feel less positively toward the brand | 5% | 6% | 5% |
| Feel about the same toward the brand | 55% | 52% | 59% |
Figures are reproduced as published; rounded percentages may not sum to 100%. Source: September 2023 Russell Research Omnibus Survey of 1,000 US adults. Subgroup sample sizes are not shown in the chart.
Data sourced from the Russell Research Omnibus Survey fielded in September 2023 among 1,000 US adults.