The ReFrame launches to help brands tap women’s spending power

The ReFrame, a strategic growth consultancy founded by Frances Dillard, has launched in Carmel, California, to help consumer brands turn women’s economic power into long-term growth. The firm is targeting categories including food, health, family care, retail, media, technology and home as women’s spending influence continues to expand.

Why it matters: - Women control a growing share of consumer spending, and brands that understand their needs can uncover new growth. - NielsenIQ estimated in its 2024 report that women controlled $31.8 trillion in worldwide spending and were projected to control 75% of discretionary spending within five years. - The ReFrame is built to help consumer companies translate that shift into product, brand and commerce strategies.

What happened: - The ReFrame, a strategic growth consultancy focused on the business of women, announced its launch on November 2, 2026. - Founder and CEO Frances Dillard launched the firm in Carmel, California. - Dillard brings more than 25 years of global executive experience across marketing, innovation and general management. - The firm is aimed at consumer brands looking to better understand how women’s economic power is moving across categories and life stages.

The details: - Dillard has held executive roles at Driscoll’s, Disney Consumer Products, Mattel, LeapFrog, The Learning Company, PlayFirst and ABC’s Good Morning America. - Her background spans marketing, general management, product innovation, brand building and corporate communications. - Dillard’s category experience includes food, toys, infant and preschool products, apparel, home, educational software, gaming and media. - Dillard also serves on the advisory boards of Mezzetta and Quadrant4 AI. - The ReFrame offers executive workshops, strategic engagements, fractional chief marketing officer leadership and ongoing advisory relationships. - The consultancy helps leadership teams find new growth opportunities, sharpen innovation priorities, reposition brands, strengthen commerce and align around a shared growth agenda. - The ReFrame says it brings a cross-category view of the female consumer across every stage of life. - That perspective is intended to surface patterns, expectations and shifts that can be missed inside a single industry. - The firm’s stated focus areas include food, health, family care, retail, media, technology and home. - The ReFrame says it supports growth across market insight, product innovation, brand positioning, commerce and corporate reputation. - The company’s website is TheReFrame.com. - The ReFrame’s social channels include LinkedIn and YouTube.

Between the lines: - The launch signals a bet that women’s purchasing influence is not just a consumer trend, but a durable business strategy issue. - Dillard’s pitch is based on operating experience across multiple categories, not just market research. - The consultancy is positioning itself as a bridge between insight and execution, especially for brands that need to adapt faster. - Dillard said her career has been defined by “driving enterprise firsts,” including new market spaces, product innovation pipelines and differentiated brand positioning.

What's next: - The ReFrame is likely to pursue client work through workshops, consulting engagements and retained advisory relationships. - The firm’s next test is whether its women-centered strategy lens can help brands generate measurable growth. - The company will build out its presence from Carmel as it works with consumer businesses across multiple categories.

The bottom line: - The ReFrame is trying to turn the growing economic power of women into a practical growth playbook for consumer brands.