Defining What's Next in the $31.5 Trillion SHEconomy

SeeHer Brings USAToday's Taylor Swift Reporter Bryan West and Disney Advertising, Paramount and more to Member Summit to Discuss the Power of Accurate Representation for Business Growth

NEW YORK, March 18, 2025 /PRNewswire/ -- The year 2024 marked the tipping point in the recognition of the power of the female purse—officially outpacing men in both income and spending. Women's cultural and economic influence can no longer be ignored. While women's spending power has long been a driving force in the global economy, 2024 was the year that brands and marketers truly recognized and began to act on its full potential. With women influencing over 85% of global consumer purchasing decisions — an estimated $31.5 trillion annually—and their purchasing decisions shaping industries from entertainment to finance, companies that prioritized authentic engagement saw unparalleled growth and loyalty.

Under the theme "Accurate Representation 3.0: The Pathway to Growth," this year's event will showcase what's next in driving the SHEconomy, the next trends in women's sports, and the enduring impact of the Taylor Swift Effect on the global economy. To stay ahead of the curve and not be left behind, brands need to get involved and explore how authentic representation fuels business growth, deepens consumer connections, and reshapes industries.

"Accurate representation is a business imperative," said Christine Guilfoyle, President of SeeHer. "Brands that prioritize authentic portrayals of women will be the ones to win in today's competitive marketplace. This meeting is a call to action for leaders across media, advertising, and entertainment to leverage representation as a growth strategy."

This year, SeeHer welcomes a robust and varied group of experts, influencers, executives and cultural commentators such as Marc Pritchard (Chief Brand Officer at P&G), Nick Kelly (VP of Partnerships at Verizon), Soyoung Kang (CMO at eos), Bryan West (Taylor Swift Reporter at Gannett USA Today), and Cindy Gallop (CEO of MakeLoveNotPorn) – all whom will dive deep into how accurate representation is crucial for growth.

Topics this year's meeting will tackle include:

Taylor Swift Effect
Christine Guilfoyle will sit down with Bryan West, Taylor Swift Reporter at Gannett, USA TODAY Network, for an insightful fireside chat on the "Taylor Swift Effect and the SHEconomy." The conversation will delve into how Swift's influence extends far beyond music, creating an economic ripple effect, and the lessons brands can learn from her deep connection with female consumers. Taylor's impact only reinforces the power of women as an economic force and opportunities for businesses to authentically engage with them.

Women's Sports
Women's sports proved their economic strength, demonstrating valuation, viewership, and investment growth on par with men's sports. In 2024, women's sports broke the $1 billion revenue barrier for the first time, generating $1.28 billion globally—a 300% increase from 2021. The March Meeting will spotlight the continued massive opportunities for brands to tap into this momentum, featuring key sessions from Disney, Paramount, and leading industry experts.

Girls in Gaming
With Gen Alpha projected to influence nearly $24 trillion in purchases by adulthood, SeeHer's meeting will underscore the urgent need for brands to prioritize accurate representation in media, marketing, and technology. A key focus is the representation of girls in gaming and digital spaces, ensuring they have access to safe, inclusive, and empowering online experiences. The meeting will explore how many existing platforms were not designed with young girls in mind, often exposing them to toxic content and exclusionary gaming cultures. Emerging platforms like Moxies will speak to how the industry can create spaces that foster creativity, confidence, and digital literacy -- ensuring that digital environments are safe, representative and welcoming for the next generation of female gamers.

Additional speakers will include: Juliette Blake (Founder of Moxies); Jacqueline Dobies (VP, Revenue and Yield Management at Disney); Kara O'Brien (Head of Brand Marketing & Analytics at Wayfair), Kristen Gray (Managing Director at Optimum Sports); Kerry Bradley (SVP Strategy Sports & Experiences at Horizon), Karen Chong (VP, Audience Strategy, Age Inclusion at AARP), Mary Kate Calle (SVP, Audience Impact & Intelligence at Paramount Advertising), Sophia Ingram (Direct, Audience Impact & Intelligence at Paramount Advertising), Monica Longoria (Head of Marketing Insights at LG Ad Solutions), Amie Kiehn (Co-Founder of Hat Trip), Ann Scheiner (EVP, Agency Partnerships, Advertising and Partnerships at NBCUniversal), Allie Kleva (Chief Growth Officer at Athletes Unlimited), Aaliyah Mitchell (Head of Creative Strategy at MKTG/dentsu Sports International).

ABOUT SEEHER
SeeHer was launched in 2016 by the Association of National Advertisers (ANA). SeeHer's coalition of leaders is committed to improving the accurate representation and portrayal of women and girls to drive business growth. To help its members benchmark success and become catalysts for change, SeeHer spearheaded the development of the Gender Equality Measure (GEM®), the first research methodology that quantifies gender bias in ads and programming. A winner of the prestigious ESOMAR Research Effectiveness Award, GEM® is the global measurement standard, proving that content accurately portraying women and girls dramatically increases purchase intent and brand reputation. SeeHer's suite of training and resources, including GEM®, enables marketers to prioritize best practices as part of an always-on approach to driving growth. The movement includes the following vertical expertise: SeeHer in Sports, SeeHer Entertainment, SeeHer Health, and the SeeHer Media Task Force. Visit SeeHer.com to join the movement and follow SeeHer on LinkedIn and Instagram.

ABOUT ANA
The ANA's mission is to drive growth for marketing professionals, for brands and businesses, and for the industry. Growth is foundational for all participants in the ecosystem. The ANA seeks to align those interests by leveraging the 12-point ANA Growth Agenda, which has been endorsed and embraced by the ANA Board of Directors and the Global CMO Growth Council. The ANA's membership consists of over 1,400 domestic and international companies, including more than 900 client-side marketers and nonprofit fundraisers and 500 marketing solutions providers (data science and technology companies, ad agencies, publishers, media companies, suppliers, and vendors). Collectively, ANA member companies represent 20,000 brands, engage 50,000 industry professionals, and invest more than $400 billion in marketing and advertising annually.

Event Highlights

• Keynote Speaker: Marc Pritchard, Chief Brand Officer at P&G, will share insights on the future of representation in marketing.
• Women's Sports in Focus: Paramount Advertising and Disney will present data-driven insights into the explosive growth of women's sports fandom and the unprecedented opportunities for brand engagement.
• A fireside chat with Bryan West, Taylor Swift Reporter at Gannett | USA TODAY Network, will explore how Swift's cultural impact has shaped industries and fueled economic growth.
• The Power of Representation in Media & Advertising: Experts from LG Ads, Verizon, BravoCon, and dentsu will unveil new research and discuss how brands can drive meaningful change through inclusive media strategies.
• All Ages and Life Stages: Karen Chong (AARP) and Cindy Gallop (MakeLoveNotPorn) will lead a conversation on the challenges of age representation and the need for a more inclusive workforce and marketplace.
• Exclusive Panel on Digital Safety for Girls: A special session with Juliette Blake, Founder of Moxies, will explore how digital platforms can create safer online spaces for the next generation.

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SOURCE SeeHer