Meredith’s new proprietary study designed to help marketers understand the buying behavior and decision-making processes of women by category (beauty, food, home) through the lens of life stages and the use of technology.
2020: A Pivotal Year for Millennials
-80.4 million strong
-Largest generation ever
-Increase spending to $2.5 Trillion
-Will represent majority of the work force
-Account for 2/3 of all first-time home buyers
Media: Key Takeaways
> She loves ALL media…and each has its role in satisfying her needs
> She’s wired to be wireless and maintaining her mobility is a priority
> Social media is a mainstay with this generation
>Trailing Millennials are always finding the next, new thing — She shares her “true self” through photos and videos, but doesn’t trust others are being as authentic/real as she is
Cultivate sharing and keep an optimistic tone to resonate with her
INSIGHT:
1ne: Note the heavy use of desktop and laptop PC’s. The key question is “are they accessing these sites while at work?”
2wo: They are communicating in new ways and are smart enough to know when brands are conning them. They don’t like BOTS and want to be acknowledged as a valuable customer.
3hree: Women make over 80% of brand decisions and are key to your brand success. Millennial women want to communicate on “their terms”.
