\n

\n
\n New York<\/span>
\n CNN<\/span>
\n \u00a0\u2014\u00a0
\n <\/cite>\n <\/p>\n

\n It\u2019s the summer of girl power, fueled by Beyonc\u00e9, Taylor Swift and \u201cBarbie.\u201d\n <\/p>\n

\n Millions of people across generations are paying through the nose for these experiences, providing a women-powered boost to the economy.\n <\/p>\n

\n \u201cI loved going with my family\u201d to Taylor Swift and \u201cBarbie,\u201d said 15-year-old Chelsea Deutsch. \u201cI don\u2019t think I would have rather had it any other way.\u201d\n <\/p>\n

\n \u201cBarbie\u201d has so far raked in over $1 billion<\/a> and counting at the box office. Beyonc\u00e9\u2019s tour has been such a success, she was blamed for boosting inflation<\/a> in Stockholm. And the final six nights of Taylor Swift\u2019s Eras tour in Los Angeles are expected to bring $320 million to the city<\/a>, according to the California Center for Jobs and the Economy.\n <\/p>\n

\n \u201cBarbie\u201d was distributed by Warner Bros., which is owned by CNN\u2019s parent company Warner Bros. Discovery.\n <\/p>\n

\n \u201cI think what we\u2019re seeing right now is that women are not to be underestimated. They lift up economies and that impact is not to be overlooked,\u201d said Kristina Chiappetta, executive strategy director at Landor & Fitch. \u201cBut brands haven\u2019t been talking to them in their language for a really long time.\u201d\n <\/p>\n

\n That oft-unspoken language: authenticity and empowerment.\n <\/p>\n

\n Eleven women and girls from Chelsea\u2019s extended family \u2013 spanning ages 12 to 54 \u2013 went to see Taylor Swift at MetLife Stadium in East Rutherford, New Jersey. At least seven have seen \u201cBarbie.\u201d\n <\/p>\n

\n \u201cI 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,\u201d said Jennifer Deutsch, Chelsea\u2019s mom.\n <\/p>\n

\n Women control or influence over 80% of consumer spending, Chiappetta says. The secret is how to tap into that.\n <\/p>\n

\n There are more women than ever in their prime working age in the United States, earning \u2013 and spending \u2013 a paycheck.\n <\/p>\n

\n Women\u2019s labor force participation rates have rebounded from the pandemic \u201cshe-cession\u201d<\/a> and returned to pre-pandemic form<\/a>.\n <\/p>\n

\n In June, the labor force participation rate for women in their prime working age of 25 to 54 years old hit an all-time high of 77.8%<\/a>, according to Bureau of Labor Statistics data. The rate retreated slightly in July to 77.5% but still remained historically high.\n <\/p>\n

\n Helen Polise was not going to let two canceled flights stop her from seeing the last Taylor Swift concert in Los Angeles with her daughter Juli.\n <\/p>\n

\n \u201cCome hell or high water, I was going today. So I made it happen,\u201d said Polise.\n <\/p>\n

\n Their plans to see Taylor Swift\u2019s Eras tour have been in the works since May: a girl-power weekend, filled with the concert, dinners, outfits, beads, a last-minute first-class ticket and \u201cBarbie.\u201d That all adds up.\n <\/p>\n

\n \u201cThis was so different than anything that we\u2019ve ever done together. So I think I was willing to do whatever it took,\u201d said Polise.\n <\/p>\n

\n The relatability factor to the women on screen and on stage is part of what makes these women-powered experiences this summer so special, Chiappetta said.\n <\/p>\n

\n \u201cI think what\u2019s really powerful when you watch the \u2018Barbie\u2019 movie or read or listen to Taylor Swift lyrics is it expresses the full multi-dimensional experience of being a woman today. And that\u2019s something that we haven\u2019t seen a lot of when you look at traditional marketing. The way a lot of brands talk to women is in this very one-dimensional way,\u201d said Chiappetta.\n <\/p>\n

\n Some tickets to Swift and Beyonc\u00e9 are going for over $1,000. That priced some people out and forced others to pony up big bucks.\n <\/p>\n

\n \u201cMen go to a lot of sporting games and spend a lot of money on sporting tickets, and that\u2019s never considered absurd or over the top. For us, this is like my Super Bowl,\u201d said 27 year-old Juli Polise, Helen\u2019s daughter.\n <\/p>\n

\n Juli and the other young girls from the family of 11 who all saw Taylor Swift walked away from the \u201cBarbie\u201d movie with their moms in mind.\n <\/p>\n

\n \u201cWe\u2019re trying to get our mom to see it because I think she\u2019d love it. Because my mom\u2019s always loving the girl power,\u201d said Dylan Ritcher, 12, who is part of the family of 11.\n <\/p>\n

\n And as many moms may relate to, when your daughter wants to share the biggest moment of the summer with you, you say yes and find a way to make it happen \u2013 because that memory will be priceless.\n <\/p>\n

\n \u201cWhen your girls get older and they\u2019re 23 and 20 and they want to go to a concert with you, are you kidding me?\u201d said Lisa Van Strat, who saw Taylor Swift with her two girls and family. \u201cWho doesn\u2019t say sign me up? Yes, yes! How much? Whatever \u2013 I\u2019ll eat rice, I\u2019m going to see this concert.\u201d\n <\/p>\n<\/p><\/div>\n

[ad_2]
\n
Source link <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

[ad_1] New York CNN \u00a0\u2014\u00a0 It\u2019s the summer of girl power, fueled by Beyonc\u00e9, Taylor Swift and \u201cBarbie.\u201d Millions of people across generations are paying through the nose for these experiences, providing a women-powered boost to the economy. \u201cI loved going with my family\u201d to Taylor Swift and \u201cBarbie,\u201d said 15-year-old Chelsea Deutsch. \u201cI don\u2019t<\/p>\n","protected":false},"author":6,"featured_media":5890,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[33],"tags":[756,759,763,762,760,758,757,761],"ppma_author":[1162],"class_list":{"0":"post-5889","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-entertainment","8":"tag-barbie","9":"tag-beyonce","10":"tag-boost","11":"tag-economic","12":"tag-provide","13":"tag-swift","14":"tag-taylor","15":"tag-womenpowered"},"yoast_head":"\n