Decoding SHE: How to Drive Growth by Understanding Women Consumers

by Stacy Graiko, Lesley George (Editor), Stacy Graiko

Decoding How to Drive Growth by Understanding Women Consumers. Women drive 70–80% of all consumer purchasing decisions globally—over $31 trillion in spending power every year. Yet, brands continue to miss the mark, treating women as a niche market instead of the economy itself. Decoding SHE is the essential guide for leaders, marketers, entrepreneurs, and innovators who want to stop guessing what women want—and start listening. Drawing on hundreds of live conversations with women across generations, cultures, and identities, The She Lab reveals why traditional marketing fails and how brands can build real connection, loyalty, and growth by centering women’s lived experiences. Inside, you’ll Why women aren’t a demographic—they are the demand. How intersectionality (race, age, motherhood, money, culture) is your brand’s secret growth weapon. What different generations of women—Boomers, Gen X, Millennials, Gen Z, and even Gen Alpha—expect from the brands they trust. Why recognition is the new security and emotional connection is a business advantage. What women of color want from brands that claim to care—and how to move from tokenism to true equity. How to rethink consumer research, moving from extraction to co-creation, so women feel seen, safe, and heard. Packed with stories, statistics, and unfiltered voices of real women, Decoding SHE is more than a marketing book. It’s a guide for building brands with women, not just for them. If you’re ready to create products, campaigns, and experiences that women will not only buy—but believe in, share, and champion—this book is your blueprint.

219 pages, Kindle Edition

Published September 10, 2025