By Vanessa Yurkevich
New York — It’s the summer of girl power, fueled by Beyoncé, Taylor Swift and “Barbie.”
Millions of people across generations are paying through the nose for these experiences, providing a women-powered boost to the economy.
“I loved going with my family” to Taylor Swift and “Barbie,” said 15-year-old Chelsea Deutsch. “I don’t think I would have rather had it any other way.”
“Barbie” has so far raked in over $1 billion and counting at the box office. Beyoncé’s tour has been such a success, she was blamed for boosting inflation in Stockholm. And the final six nights of Taylor Swift’s Eras tour in Los Angeles are expected to bring $320 million to the city, according to the California Center for Jobs and the Economy.
“Barbie” was distributed by Warner Bros., which is owned by CNN’s parent company Warner Bros. Discovery.
“I think what we’re seeing right now is that women are not to be underestimated. They lift up economies and that impact is not to be overlooked,” said Kristina Chiapetta, executive strategy director at Landor & Fitch. “But brands haven’t been talking to them in their language for a really long time.”
That oft-unspoken language: authenticity and empowerment.
A positive message
Eleven women and girls from Chelsea’s extended family – spanning ages 12 to 54 – went to see Taylor Swift at MetLife Stadium in East Rutherford, New Jersey. At least seven have seen “Barbie.”
“I think it was nice to be a part of things that had such a girl positive message, which is definitely not the norm. So hopefully, maybe this sparks the turn, and maybe we get to see some more of that,” said Jennifer Deutsch, Chelsea’s mom.
Women control or influence over 80% of consumer spending, Chiapetta says. The secret is how to tap into that.
There are more women than ever in their prime working age in the United States, earning – and spending – a paycheck.
Women’s labor force…
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