The other day I was scrolling on TikTok, as one does when my FYP got flooded with these “I’m just a girl” videos. Now, don’t get me wrong—I love that we can all relate to morphing into the Hulk when it comes to carrying our bag, water bottle, keys, and every other random thing outside the car in one hand, all while simultaneously trying to lock the door. There’s something comforting in those shared quirks and funny little habits.
But on the other end, I couldn’t help but feel a twinge of irritation when the trend took a turn into things like hitting the curb or saying, “I’m just not good at directions.” Those felt like stereotypes, like little reminders of all the things society has assumed women “naturally” struggle with. As I chronically scrolled over the next few days, I found myself weirdly irked by the trend. It seemed harmless, but why did it feel like it was pulling me back into an outdated narrative?
Then it hit me—"I’m just a girl" isn’t just a silly phrase. Arguably, this phrase for better or worse speaks volumes of what it’s like to be a girl in today’s world.
Let’s talk about it:
“I’m just a girl, but we control an estimated $31.8 trillion in worldwide spending.” (NielsenIQ)
“I’m just a girl, but we drive 70-80% of all consumer purchasing decisions.” (World Metrics)
“I’m just a girl, but in the U.S., we account for 70% of all consumer spending.” (World Metrics)
“I’m just a girl, but we control over 60% of all personal wealth in the U.S.” (Girl Power Marketing)
For years, venture capital has been notorious for its homogeneity. The stats are jarring, and if you haven’t already seen them on our homepage, here’s a refresher:
Women make up only 9% of venture capitalists
8% of firm partners are women
Women hold just 7% of board seats at firms
Only 2% of VC dollars go to women-founded startups
We can talk about all the factors that go into these stats, but at the end of the day, here’s a reality: women hold the buying power, the influence, the consumer insight that could guide so many companies to success. We are the end-users, the decision-makers, and the ones who know best what we want in products and services. Let’s be real: no one knows due diligence like a woman who's on a hunt for the best foundation for her skin type. So why isn’t venture capital—an industry that relies on predicting successful market trends—more aligned with this massive consumer power?
Here’s the deal: if women hold only 7% of board seats at firms and make up just 8% of firm partners, that means the other 93% of board seats and 92% of partners are men. It’s no wonder it took Sarah Blakely so long to secure funding for Spanx, let alone access the resources to get off the ground. What man on those boards is really going to understand the product, the need, or the market for something like shapewear that’s designed to be comfortable while exuding confidence?
Let’s face it: women founders are out here creating solutions to problems they actually experience. But getting funding? That’s the real challenge, because the folks on the other side of the table often don’t get it—for the simple reason that they don’t live it. When you’re pitching a product born out of real, lived experiences, it’s tough to get traction with investors who aren’t even in the same ballpark.
More VC firms need to recognize not just the realm of understanding consumption trends but the importance of hiring women. From everyday essentials to financial products, from wellness tech to sustainable fashion, women are not just participants in the economy, but they’re the engine behind it.
When you really think about venture capital's purpose, it’s about identifying and supporting the next big thing in the market, but there’s a stark irony in the industry’s choice to ignore the voice of women, who are pretty much dictating that “next big thing.” A huge part of what’s next is being decided by “just girls”—whether it’s them adding to cart, scrolling on TikTok, or doing the influencing themselves. Let’s be honest, we’ve all seen those “My Product Empties for March” videos. The influence women wield extends beyond female-dominated industries like beauty or fashion. It extends to household purchases, personal care, wellness, education, financial planning, technology, travel, home improvement, sustainability, entertainment, and so much more.
Imagine a world where firms weren’t just aware of women's purchasing power but actively invested in startups that serve this demographic. It would mean investing in businesses that align with how women spend their money, tapping into consumer behavior, and capitalizing on what's already happening on the ground. I’m just going to come out and say it—the fact that we even need VC firms that “focus on female-founded companies” is downright diabolical. Women aren’t a niche or a “focus area.” We are a whole market, a driving force in the economy.
Next time you come across an “I’m just a girl” TikTok, it may sound dismissive—but when you look at the numbers, it’s anything but. Women's consumption power drives industries. The playing field doesn’t need to be leveled as some favor; it needs to be leveled because investing in women-founded companies is simply smart business.
