A new study funded by XFL cofounder and businesswoman Dany Garcia highlights a cohort of high-achieving women who feel unseen by traditional advertising.
The research, which was released Friday, identified a new marketing archetype that it calls the Trailblazer.
The psychographic group is composed of ambitious, high-income women who excel across industries, maintain a connection to competitive sports, and prioritize community, according to Liz Emiston Padgett, co-CEO of The Garcia Companies, fashion division.
“We started with the idea that the women we wanted to speak to weren’t being reflected in the market,” Padgett said. “We researched the standard female archetypes and realized they were so outdated. These women are multifaceted, ambitious, and they want it all.”
The data behind the Trailblazer
Conducted by research firm Sago between December 2024 and January 2025, the study surveyed 9,800 women across the U.S. and included focus groups in five major cities.
The average respondent was 36–45 years old, married with children, college-educated, and working in a white-collar profession.
Notably, 65% of respondents felt underrepresented by mainstream media and advertising, while 60% had stopped supporting brands that leaned on outdated stereotypes.
Trailblazers span five distinct segments: the Power Executive, the Ambitious Entrepreneur, the Wellness Tastemaker, the Athlete, and the Aspiring Professional.
Why this matters for brands
Trailblazers are not a niche demographic—they are cultural and economic powerhouses, according to the study.
Women control or influence 85% of all U.S. consumer purchases, and the “female economy” is projected to represent $15 trillion in global spending by 2028.
Yet, according to the study, 88% of respondents expressed a desire for content that reflects multiple aspects of their lives, from ambition and career to health and identity.
“These women aren’t looking for empowerment slogans—they’re already in power,” Padgett said. “They want content that reflects real life, not a highlight reel.”
A market ready for change
The study shows that brands that align with Trailblazers’ values see stronger engagement, purchase intent, and long-term loyalty.
With 71% of respondents preferring platforms that spotlight real women’s lived experiences over celebrity influencers, and 63% seeking brands that reflect their physical strength and cultural identity, the research reflects the prevalence of the Trailblazer archetype and its potential for marketers.
