W Code

Did you know that women influence 85% of U.S. consumer spending and have seen a 42% income increase between 2011 and 2021? But according to W Code’s 2023 U.S. Female Consumer Fact Pack, only 38% of U.S. women feel that brands truly understand them.  As part of this year’s My Code Intelligence Center Multicultural Consumer Fact Pack, this annual research is designed to arm marketers with compelling, nuanced insights that help them better understand, connect with, and authentically enrich the lives of female consumers. The U.S. female population is a melting pot of diverse cultures and communities. Women are a…

In 1972, the landmark gender equality law known as Title IX banned sex-based discrimination in educational programs that receive funding from the federal government. Up until then, the opportunities for women were limited in collegiate and professional sports, which were male-dominated both on the playing field and behind the scenes. While there’s still much room for growth in terms of providing equal pay and better sporting facilities, we acknowledge the positive effect this game-changing legislation has made on women’s sports and look back to see how far we have come. The WNBA is Adding More Teams The Women’s National Basketball…

In 2022, conversations around U.S. women’s rights have reignited worldwide. The overturning of Roe v. Wade motivated activists to speak out against the ruling and inspired women across the country to get involved in political conversations, rejoin marches and run for elected positions.  The reaction to the reversal of the 1973 landmark decision showcased the important role voting plays in shaping the constitutional rights of women. While Supreme Court Justices are appointed at the presidential level, political advertisements targeting women can deeply impact local-level elections (down the ballot). These political campaigns should utilize voting data to better identify and leverage…

Society is more diverse than ever. While many are familiar with gender identities like cisgender, transgender and nonbinary, there are dozens of additional gender identities. According to a 2021 study of 2,000 adults by Bigeye, half of Generation Z and 56% of Millennials think traditional gender roles and labels related to strictly “male” and “female” genders are outdated. Given these viewpoints, we tackle the question, “what does gender representation look like in the media?” In addition, we’ll examine the importance of gender-inclusion and the steps that could make representation in marketing more equitable.  How is gender equity defined? According to…

For the past five decades, multicultural women have been driving forces in business and entrepreneurship. The United States Census Bureau only started including questions about women’s business ownership in 1972, when around 400,000 businesses were counted as having a female owner.  Throughout these years, a revolution has been brewing in all sectors of the U.S. economy. Multicultural women, in particular, have subverted gender norms and taken a more active role in managerial positions. This is something marketing firms need to understand.  They do it all. Given the changes in gender power dynamics in the economy, more women than ever are…