In the wise words of Beyoncé, “Who run the world? Girls.” Millennial women are becoming a force to be reckoned with. The Millennial demographic is being taken over by powerful female players. Women now have a stronger belief in their capabilities than their mothers’ in previous generations did. With more women graduating from universities across the country and taking on high positions in a variety of different corporations, marketers should be embracing the influence women have.
As women are gaining more power, there are few key thoughts to keep in mind when targeting this powerhouse of a generation:
1. Women account for 85 percent of all consumer purchases in the United States. Millennial mothers are the youngest generation of mothers and are making household decisions about what products to buy for their families.
2. Millennial women are brand influencers and share their opinions with friends, family and their online communities. A majority of social media outlets are predominantly female users.
3. Women value relationships and seek out brands that allow them to connect with each other. Engagement is a phrase that has been consistent in discussions about Millennials. Women especially want to be included in the conversation instead of being told what to do or what to purchase.
When marketing to Millennial women, it is important to realize that they are a demographic of their own and value inspirational messages, interesting visuals and the opportunity to voice their opinions.
Consistent with the overall Millennial theme of charity and the drive to make a difference, Millennial women want to be inspired by the products and brands they are using. The Dove Campaign for Real Beauty has successfully created an image that women can relate to and feel good about supporting. The goal of the campaign is to inspire and empower women to broaden the definition of beauty. Inspirational messages and targeted campaigns are the key to winning with Millennial women.
She values visuals
Creative expression is huge with Millennials and has influenced the way brands are creating messages. Recently, Millennials have been veering towards outlets that are more image based. Pinterest is one of the leading websites for Millennial women because it has completely adapted to a Millennials desire to create and share content with an online community.
Her opinion matters
Women are more likely to influence the purchase decisions of their family and friends. Millennial women are more likely to pass on their brand loyalties to their children. This allows brands to expand up or down the age spectrum. Clif Bar & Company has successfully implemented this model of engagement in their marketing strategies for Z Bars for kids. By appealing to the brand ambassador of the household, Clif Bar has successfully tapped into the family and child market.
Feminism is taking on a new look and Millennial women are the designers. As major influencers and powerful players, the role women are playing in our economy has increased dramatically in the past decade. The idea of having it all is no longer just an idea, it is an attainable goal that Millennial women are accomplishing.
Leah Swartz contributed to this post.
Photos flickr via thegloaming