Women are redefining consumption with more investment in education, well -being and finance. In the United States, the women’s oriented market -oriented market reached a record volume of US $ 394,000 million. For its part, in Latin America, for example, they spend 65% more than men in health and beauty products. Also, they are almost 60% of people who buy online in the region, overcoming men. All signs of a transformation that was molded long ago, but emerges in specific situations.
Analysis. According to various global and local research, women increasingly invest in education, self -care and well -being, expanding their influence in multiple sectors of the economy. Within the framework of Women’s Day, which is celebrated on March 8, Youniversal, Research and Trends Consultant, analyzes the impact of the “Sheconomy”a phenomenon that redefines the consumption habits of women and their growing purchasing power.
According to the latest report of the Trend Lab of Youniversal, 48% of Argentine women between 18 and 30 believe that motherhood is optional for their future and has not yet defined whether to be a mother. In addition, 68% do not believe they will marry, although that does not imply that they do not have a partner or live together, but simply rule out the formality of marriage. This change in the way in which women project their life directly impact their consumption decisions and the distribution of their resources.
Today, for many women, motherhood is no longer a predetermined destination, but a personal choice, which opens new empowerment opportunities reflected in their purchase decisions. As income increases (something closely linked to their educational training, which in turn is related to professional development), so do the possibilities of questioning what they want to consume and how they want to live. It is common to see an increase in spending for personal care, travel, education, fashion and technology, since women can devote themselves more to themselves.
The “Sheconomy” phenomenon reflects the increase in female consumption in various areas that transcend personal care. A report from McKinsey On consumer trends in Latin America published in 2023, DStake that women are leading spending in sectors such as health, technology and education, even surpassing men in several of these categories. This change is due to the growing interest of women for self -investment, continuous training and access to new job opportunities, which promotes remarkable growth in these areas. Culture and economy are in full mutation and these changes are not exempt from tensions. From the growth of movements that promote return to traditional roles to the rise of narratives that claim women’s financial and professional independence, the debate on female role in society continues to evolve. To this are added phenomena such as the impact of content creators who defy stereotypes on social networks or the growing discussion about salary equity and representation in leadership positions, reflecting a conversation in constant change.
Beyond the symbolic importance that movements such as feminism have given to empowerment, what really makes a difference is when women access resources and freely choose how to allocate them. A key trend that crosses the entire region is that new generations of women are increasingly interested in educating themselves over finance and making economic decisions with greater knowledge.
Women increasingly with a higher level of instruction but must continue to grow: they represented approximately 60% of the total students, graduates and new registered in undergraduate, grade and postgraduate levels in the Argentine University System. However, there is room to continue growing. In the region, although women constitute more than half of the graduates in levels of degree, mastery and doctorate, their participation decreases in the highest postgraduate levels. On the other hand, there is a female concentration in areas such as health, education and social sciences, exceeding 60% of the total, while, in fields such as ICT and engineering, their representation is 30% or less.
Investment. However, only 20% of investors in the region are women, according to data from the Inter -American Development Bank. This low participation is attributed, in part, to the least financial education and the difference in income between men and women. But there is a growing interest in financial education, as demonstrated by projects as “Friend! Let’s talk about silver”, founded by the Argentine publicist Laura Viscowhich seek to normalize conversations about money between women and foster their financial independence. Or projects like “Financial woman “ of Sabrina Castelli, that seeks to educate women about the economy and investments in everyday life. Tools to decide better and better.
Finally, according to another study of the Latin America Development Bank (CAF), Only 10% of women in the region manage to save, compared to 16% of men. This difference is partly attributed to the least financial education and the income gap between men and women. It is crucial, then, to continue developing inclusive and equitable programs that promote their participation and reduce the existing gaps in this area. Good intentions that must be confronted with the numbers, which they send in this.
*Ximena Díaz Alarcón is CEO and co -founder of Youniversal, research consultant and trends.
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By Ximena Díaz Alarcón
