A brand new examine funded by XFL cofounder and businesswoman Dany Garcia highlights a cohort of high-achieving ladies who really feel unseen by conventional promoting.
The analysis, which was launched Friday, recognized a brand new advertising archetype that it calls the Trailblazer.
The psychographic group consists of bold, high-income ladies who excel throughout industries, preserve a connection to aggressive sports activities, and prioritize group, in accordance with Liz Emiston Padgett, co-CEO of The Garcia Firms, vogue division.
“We began with the concept the ladies we needed to talk to weren’t being mirrored available in the market,” Padgett mentioned. “We researched the usual feminine archetypes and realized they have been so outdated. These ladies are multifaceted, bold, and so they need all of it.”
The information behind the Trailblazer
Carried out by analysis agency Sago between December 2024 and January 2025, the examine surveyed 9,800 ladies throughout the U.S. and included focus teams in 5 main cities.
The typical respondent was 36–45 years outdated, married with kids, college-educated, and dealing in a white-collar occupation.
Notably, 65% of respondents felt underrepresented by mainstream media and promoting, whereas 60% had stopped supporting manufacturers that leaned on outdated stereotypes.
Trailblazers span 5 distinct segments: the Energy Government, the Bold Entrepreneur, the Wellness Tastemaker, the Athlete, and the Aspiring Skilled.
Why this issues for manufacturers
Trailblazers aren’t a distinct segment demographic—they’re cultural and financial powerhouses, in accordance with the examine.
Girls management or affect 85% of all U.S. shopper purchases, and the “feminine financial system” is projected to characterize $15 trillion in international spending by 2028.
But, in accordance with the examine, 88% of respondents expressed a need for content material that displays a number of facets of their lives, from ambition and profession to well being and identification.
“These ladies aren’t on the lookout for empowerment slogans—they’re already in energy,” Padgett mentioned. “They need content material that displays actual life, not a spotlight reel.”
A market prepared for change
The examine exhibits that manufacturers that align with Trailblazers’ values see stronger engagement, buy intent, and long-term loyalty.
With 71% of respondents preferring platforms that highlight actual ladies’s lived experiences over movie star influencers, and 63% searching for manufacturers that mirror their bodily energy and cultural identification, the analysis displays the prevalence of the Trailblazer archetype and its potential for entrepreneurs.
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