Nielsen, women will be behind 75 per cent of all non-essential or discretionary spending by 2028, making them “the world’s greatest influencers”. The data comes swiftly after a new meme format ‘girl math’ goes viral as women justify their generous spending patterns. Recently, 29 per cent more women said they bought a concert ticket in the last six months this year, compared to 2022 – while Barclays claimed live events encouraged a 15.8 per cent increase in spending this summer.And that’s reflected in fresh data gathered by viagogo.