Spend Like It Matters: Women-Owned Brands

Somewhere between the checkout button and the confirmation email, a decision gets made that some of us never stop to think about: who, exactly, are we funding? Tuesday Hagiwara's recent LinkedIn article is important, not because it was about shopping, but because it was about power quietly changing hands (a topic fav of ours).

And the hands it's changing into are increasingly female. Women are on track to inherit the majority share of an estimated $84 trillion in generational wealth transfer over the next two decades, and Gen X women already influence somewhere between 70-80% of consumer spending, according to World Economic Forum research. That's not a rounding error in the economy. That is THE economy.

The harder part isn't believing the stat. It's remembering it exists the next time you're deciding between two nearly identical products at checkout. So here's a small toolkit for making that decision easier, built for anyone who wants their spending to reflect who they're rooting for:

For verified confidence: BuyWomenOwned.com only lists brands certified, not just self-described, as majority women-owned by WBENC or WEConnect International. If you want the receipts behind the label, this is where to check.

For values beyond gender alone: Little Blue Cart and Little Blue Market curate small, women-owned, and other mission-aligned sellers under one roof. Worth noting it's built around an explicitly progressive point of view, so it may or may not match every reader's politics.

For a plain search tool: Women's Business Marketplace works the way a directory should, searchable by category, no agenda attached, just a database of women-owned businesses to browse.

For a name and a face: NBC Select's running list of women-owned brands profiles founders across beauty, food, and fashion, which makes "support women-owned" feel less abstract and more like remembering an actual person at checkout.

For the platform you already have open: roughly 80% of Etsy sellers are women, which makes it one of the lowest-effort ways to redirect spending without changing your habits at all.

None of this requires a manifesto. Just a five-second pause before you hit "buy,” long enough to ask where the money's actually headed.

Solo travel has become a women's game, women now account for an estimated 84% of all solo travelers worldwide, and destinations are responding with infrastructure that caters directly to them. Here's where to point your compass, according to the latest rankings and reviews.

Iceland consistently ranks as one of the safest countries for solo female travelers, and Reykjavik makes an ideal, walkable base with easy airport transfers and geothermal spa days built in.

Portugal has become a modern classic for solo female travelers, pairing strong safety scores with a forgiving pace, plus quick, affordable airport-to-city train links.

Japan is rated among the safest destinations anywhere, with Tokyo unmatched on safety, while Kyoto's temple districts offer quiet, pressure-free solo exploration.

Kerala, India has the highest literacy rate in India and a cultural attitude toward women travelers that's noticeably more respectful than other Indian states, with Ayurvedic retreats and backwater houseboat trips as signature experiences.

Copenhagen, Denmark is lauded as flat, bikeable, and incredibly safe, with widely spoken English and a casual vibe that makes it easy to dine solo and blend right in.

For something further off the beaten path, Oman consistently ranks as one of the safer places to travel in the Middle East, with desert dunes, wadis, and ancient souks for women travelers craving space and a slower pace.

Thailand is one of the safest countries in Asia for solo female travelers, and Chiang Mai in particular offers a laid-back, temple-filled base with a strong backpacker scene for meeting people, while nearby Pai draws a welcoming community of female travelers around its bohemian cafes and natural hot springs. Backpacker budgets run $40–80/day, and the Bangkok–Chiang Mai night train is a favorite way to get between the two.

A quick safety note: always research your destination in advance, check which neighborhoods are safe for tourists, and read reviews closely, red flags include no women leaving reviews or unprofessional responses from hosts to complaints.

Safe travels! ✈️

Small splurges, big feel.

Luxury isn't always about the price tag, it's about intention. A luxurious lifestyle "requires intention, planning, and a willingness to think creatively,” not a limitless bank account. Elevate everyday moments with small touches like upgraded lighting, high thread-count sheets, or fresh flowers, and save on the big stuff by renting designer pieces for special occasions or checking local consignment shops for upscale items at a fraction of retail price.