Loud and lucrative are not the same audience.
A running argument about the customer your category has decided is finished. Written in public, with the numbers attached.
Standing Pieces
The 44% Nobody Briefs. Women over fifty outspend every other cohort and appear in under five percent of U.S. marketing strategy.1 What that costs, category by category.
You Bought Attention. Now Hold It. Awareness and conversion took 62.6% of media spend while retention fell 29%.2 A field guide to what happens next.
Prevalent But Irrelevant. The diagnosis I gave McDonald's, applied to whoever is next.
The Women's Economy. Infrastructure, not empowerment. An accounting correction, not a movement.
Read the essays Get the next one by email TBD
1. Consumer-cohort spending figures: NIQ / World Data Lab and Curion.
2. Budget and media-mix figures: Gartner 2026 CMO Spend Survey.