Create & Cultivate Recap #2

I’ve gotten many questions about Create & Cultivate, and Molly McClure post captures the energy I felt perfectly.

Women drive 85% of purchase decisions and control trillions in wealth - and yet, this power is often treated like a “segment” rather than the force it truly is. 

Create & Cultivate reminded me why spaces that center women’s voices are not just inspiring, but essential to shaping the $20 trillion (soon-to-be $28 trillion) consumer economy we lead.

On a related note, there’s a lot of noise about brands racing to capture Gen Z attention. And yes, they’re shaping culture and the next era of consumer influence. But if you zoom out, the real power players are women. 

For conferences and brands, it’s important to create marketing ecosystems that speak to multiple generations. It’s not just Gen Z OR millennials. You should build trust with a mix of audiences for long-term growth, and Marina Middleton nailed it with this conference.

Per Molly McClure on LinkedIn: "I didn’t make it to LA this past weekend (still recovering from the FOMO). But I watched Create & Cultivate’s Festival unfold online—and it wasn’t just a vibe. It was a $20 trillion wake-up call. Women drive 85% of purchase decisions and control trillions in wealth. This event treated that power like the economy-shaping force it is. Ciara. Normani. Ashley Tisdale. 10,000 curated meetings. A business model designed for outcomes, not optics. Read the full breakdown here."

Original post on LinkedIn here.