Barbie Reinforces That "Seeing Is Believing"

As the Barbie movie approaches the $1.5 billion mark at box offices globally, we continue to celebrate its 10-weeks-and-running rise and impact — especially in reinforcing how Seeing Is Believing.

Researchers have established the importance of role models for women considering male-dominated professions - in other words, how Seeing Is Believing. In one study, when female students were exposed to successful and charismatic women who majored in economics at their university, they were significantly more likely to major in economics. Greta Gerwig's global exposure and success as a director could have a similar impact; more women and girls will be able to see themselves as directors. Given that in 2022, women comprised just 14.6% of Hollywood film directors -- that sort of inspiration is certainly needed for pipeline development in the profession. For those already in the directing pipeline, her success is already sure to help up-and-coming female directors.

This type of cultural impact by a strong female lead is not unprecedented. In 2012, in the wake of The Hunger Games' massive box office success, interest in archery spiked by 161% in the United States. In New York City, an archery club saw a 50% increase in business - 90% of whom were women inspired by Katniss and/or Merida from Brave. 

Seeing Is Believing goes beyond inspiration and extends to perception, too. A survey conducted by The Cannatta Report found that the film improved the opinion of women as leaders for 57% of viewers, and 74% of men who described themselves as conservative said Barbie improved their view of women in leadership positions. (Perhaps the other 26% need to go read a book, preferably one by bell hooks.)

The incredible box office success of Barbie is a boon for female directors, inspiration for budding directors and screenwriters, and empowerment of feminist narratives, ideals, and perceptions. Interestingly, it has also created also some unexpected, and perhaps unusual, market externalities. For example, Birkenstock has Barbie to thank for its more robust IPO prospects, all because one scene in the film features Barbie (played by Margot Robbie) wearing a $160 pair of rose-colored Birkenstock sandals. Since the film's premiere, Birkenstock has seen a 300% spike in Google searches, as well as a significant rise in name recognition and sales. Given that Birkenstock is kicking off its investor roadshow next week, this is certainly lucky timing for them!

Moral of the story: Never discount the extent to which Seeing Is Believing for change -- or the economic might and influence of the female demographic. You never know what great things could come of it!