How Brands Can Tap Into the Growing Economic Power of Women
New York, Tuesday, 3 November 2026.
With women projected to control 75% of discretionary spending, newly launched consultancy The ReFrame aims to help consumer brands turn this multitrillion-dollar purchasing influence into sustainable revenue growth.
The ReFrame’s Launch and Strategic Vision
On 2 November 2026, The ReFrame™ officially launched in Carmel, California, as a strategic growth consultancy founded by Frances Dillard to help consumer brands harness the economic influence of women [2]. The consultancy emerges at a pivotal moment, with women projected to control 75% of global discretionary spending within five years, a shift underpinned by their current control of $31.8 trillion in worldwide spending as of 2024 [1]. Dillard, who brings over 25 years of executive experience across companies such as Driscoll’s, Disney Consumer Products, and Mattel, aims to address longstanding gaps in how brands design, position, and market products to female demographics [1]. The ReFrame’s core mission is to modernize consumer engagement strategies by embedding women’s economic power into business models, positioning itself as a critical ally for brands seeking sustainable revenue growth in an evolving macroeconomic landscape.
Services and Target Industries
The ReFrame offers a suite of services tailored to consumer-facing enterprises, including executive workshops, strategic engagements, fractional chief marketing officer (CMO) leadership, and ongoing advisory relationships [1]. These services are designed to drive growth across market insight, product innovation, brand positioning, commerce, and corporate reputation. The consultancy targets key sectors such as food, health, family care, retail, media, technology, and home, where women’s purchasing power is particularly influential [1][GPT]. For example, in the health and family care segments, where women make the majority of purchasing decisions, The ReFrame’s framework could help brands refine product innovation pipelines to align with evolving consumer needs [GPT]. By leveraging Dillard’s background in driving enterprise firsts—such as carving out new market spaces and executing go-to-market strategies—The ReFrame positions itself as a catalyst for brands aiming to test, learn, and adapt quickly in response to market demands [1].
Market Dynamics and the Female Consumer
The economic ascendancy of women as primary decision-makers is reshaping global consumer markets, with their projected control of 75% of discretionary spending representing a seismic shift in purchasing power [1]. This trend is not merely about volume but also about the complexity of preferences and the demand for personalized, authentic brand interactions. For instance, in the technology sector, where historically male-dominated, women now influence or control a significant portion of purchasing decisions, prompting brands to rethink product design and marketing strategies [GPT]. The ReFrame’s launch aligns with this reality, offering brands a structured approach to decode the nuances of female consumer behavior. As Dillard emphasizes, the consultancy’s philosophy hinges on a bold declaration: ‘Declare boldly, she is your consumer. Get to know her, then build the business around her’ [1]. This approach underscores the need for brands to move beyond generic demographic targeting and instead cultivate deep, data-driven insights into the female consumer’s journey.
Future Implications for Consumer Brands
The ReFrame’s impact is expected to extend beyond immediate revenue growth, influencing long-term corporate strategies and innovation pipelines. By providing fractional CMO leadership and ongoing advisory services, the consultancy can help brands embed women-centric strategies into their core operations, fostering a culture of continuous adaptation [1]. For retail executives, this could mean reimagining store layouts, digital experiences, and customer service models to reflect the priorities of female shoppers, such as convenience, sustainability, and community-building [GPT]. The timing of The ReFrame’s launch is critical, as brands grapple with post-pandemic shifts in consumer behavior and economic uncertainty. With women’s economic power poised to redefine market dynamics, the consultancy serves as both a guide and a strategic partner for brands seeking to future-proof their growth strategies. As the global economy continues to evolve, The ReFrame’s model may well become a blueprint for how businesses capitalize on the most significant consumer demographic shift of the 21st century.