Who Runs the World? Girls!

I recently attended the Beyoncé and Jay-Z On The Run II Tour in Phoenix, Arizona, and like everyone else, I was in awe of Queen Bey’s effortless talent.  No exaggeration, it was truly a life-changing experience.  I was amazed by how empowered she made me feel, and I could see that she had the same impact on others in attendance.  The feeling got me to thinking.  If I, as a man, feel so empowered by Beyoncé, I wonder how her female fans feel. Are they encouraged by the fact that Beyoncé has defined the successful, independent woman?

Long gone are the days when a woman has to wait for a man to purchase her a luxury item.  In the Beyoncé era of “independent women” and “if you like it then put a ring on it,” the modern woman waits for no man to provide for her.  Today, there are more women in the workforce than in previous generations (Zarolli, 2016).  They work more, earn more, and spend more than their predecessors (Lieber, 2017).  Also, women today are getting married later, so they have more disposable income to afford luxury purchases on a whim (Lieber, 2017).

While Millennials are an important and sought-after consumer segment, the independent woman aged 25 to 39 is a spending powerhouse not to be overlooked. According to diamond giant De Beers, Millennials spent almost $30 billion on diamond jewelry in 2015, and 31% of those purchases were made by women aged 25 to 39 (Lieber, 2017).  These women represent America’s independent woman – women who buy themselves luxury items for no special reason (Lieber, 2017).  They have taken Aziz Ansari’s “treat yo’ self” advice to heart. So, whether you like it or not, she can and will put a ring on it herself.

Lieber, C., (2017).  The new Tiffany & Co. needs women.  Racked.  Retrieved from: https://www.racked.com/2017/2/5/14502980/tiffany-jewelry-self-purchasing-woman

Zarroli, J., (2016).  Fact Check: Hillary Clinton and women in the workforce.  NPR.  Retrieved from: https://www.npr.org/2016/06/22/483090841/fact-check-hillary-clinton-and-women-in-the-workforce