The 'Becky' investment strategy

PrivCo's The Daily Stack spotlights an unlisted ETF that demonstrates the purchasing power of women.

three women wearing yoga gear

The Becky ETF tracks companies like Lululemon. (Image via Lululemon)

This article originally appeared in The Daily Stack, a daily private market insights newsletter by PrivCo, a private company intelligence platform.

I just had a rather unfortunate reality check reviewing my idly-managed 401K account.

Day trading and investing in target date funds and ETFs have turned iffy with recent events rocking the markets. “Think long term” is the advice we receive at such times. But there’s also the other side with respect to giving financial advice that’s less Wall St. and more suburban basement, with the wacky world of meme stocks and Reddit subthreads.

Warren Buffett made his billions betting on the American dream with Coca-Cola, Bank of America, and Apple. The Becky ETF is built around a typical kind of consumer within that American dream. Think Lululemon, Starbucks, Etsy, and Ulta. According to TrackInsight, “the strategy stems from an article called "Female Economy" published in the Harvard Business Review that shows women make the purchasing decisions for 94% of home furnishings, 92% of vacations, 60% of automobiles, and 51% of consumer electronics.”

The unlisted ETF was tracked between 2015 and 2020 and boasted an impressive gain of 1079% compared to the S&P’s +84%. Yowza.

Here’s a few private companies that might make the Becky ETF one day:

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