New Study Unveils ‘Trailblazer’ Marketing Archetype

A Fresh Perspective on Marketing: Unveiling the ‘Trailblazer’ Archetype

A groundbreaking study funded by Dany Garcia, the visionary co-founder of UFL, is reshaping how marketers view the modern woman. With a focus on high-achieving women often overlooked by conventional advertising, this research introduces a new marketing archetype known as the Trailblazer.

The Trailblazer: Who Are They?

According to Liz Emiston Padgett, co-CEO of The Garcia Companies’ fashion division, the Trailblazer archetype encapsulates a segment of ambitious, high-income women who excel across various industries. These women are not just talented; they are athletes at heart and community-oriented individuals.

“We started with the idea that the women we wanted to speak to weren’t being reflected in the market,” Padgett remarked. “We researched standard female archetypes and realized they were outdated. These women are multifaceted, ambitious, and they want it all.”

The Data Behind the Trailblazer

Conducted by Sago, a reputable research firm, this study took place between December 2024 and January 2025, surveying 9,800 women across the U.S. The insights gained from focus groups in five major cities are as illuminating as they are compelling:

• Demographics: The average respondent fell within the age range of 36-45, was married with children, college-educated, and mostly engaged in white-collar jobs.
• Representation: A staggering 65% of these women felt underrepresented by mainstream media and advertising. Furthermore, 60% revealed they had ceased support for brands clinging to outdated stereotypes.

The Trailblazer identity spans five compelling segments:

1. Power Executive
2. Ambitious Entrepreneur
3. Wellness Tastemaker
4. Athlete
5. Aspiring Professional

Why Trailblazers Matter for Brands

The significance of the Trailblazer archetype extends beyond demographics; these women are economic and cultural leaders. Women wield influence over 85% of all consumer purchases in the U.S., and the female economy is projected to hit a staggering $15 trillion in global spending by 2028.

Despite their market power, 88% of respondents expressed a longing for content that genuinely reflects the nuances of their lives, encompassing ambition, career, health, and identity.

“These women aren’t looking for empowerment slogans—they’re already in power,” Padgett emphasized. “They want content that reflects real life, not a highlight reel.”

A Market Ready for Change

This pivotal study reveals that brands aligning with Trailblazer values experience enhanced engagement, increased purchase intent, and stronger long-term loyalty. Notably:

• 71% of respondents prefer platforms that highlight real women’s experiences over curated celebrity endorsements.
• 63% are on the lookout for brands that resonate with their physical strength and cultural identity.

The findings illustrate a distinct and rising demand for the Trailblazer archetype—one that savvy marketers cannot afford to ignore.

Embracing New Archetypes for Effective Marketing

Introducing new archetypes empowers marketers to create more resonant, compelling narratives. The research conducted by Garcia reveals that advertisers can achieve greater effectiveness in their campaigns targeting women.

As Katherine Wintsch, founder and CEO of The Mom Complex, aptly puts it:

“Generic and stereotypical archetypes lead to generic and stereotypical advertising. Dany might have first experienced this problem on a personal level, but she has done the research to validate that there is an overlooked gap in the marketplace.”

In a world where women are claiming their power across sectors, the Trailblazer archetype represents not just a shift in marketing strategy but a call to action for brands to evolve. By addressing this significant gap, companies can foster authentic connections and build loyalty with a dynamic market ready for change.

As we venture into the future of marketing, brands have a potent opportunity to embrace these insights and ensure that the Trailblazers of today are not just recognized but celebrated in their campaigns, paving the way for a more inclusive and relevant advertising landscape.