Women Millennials - Brand Engagement Strategy

U . S . M I L L E N N I A L W O M E N - W H AT M A K E S T H E M D I F F E R E N T

XY Lifestyle Branding

B A BY BOO M E R S PR O J E CT E D T H E I R I DE N T I T I E S T H R OU GH CO N SU M P T I ON

Created Identity via logos and brands

I N C O N T RA S T M I L LE N N I A L G RAT I F I C AT I O N I S BA S E D O N E XP E R I E N C E S I N S T E A D O F CO N SU M P T I ON

Millennials (47 percent) believe they’re best represented by what they post on

social media

Millennials are more focused on acquiring experiences than material goods

Hotels eliminating traditional lobby for more communal space. “They don’t mind sitting

down at a table with people they don’t know”

Use social media images posted by “Travel

Spotters” to experience destinations as locals

– A N O N

Our posts, pins, and retweets are the new signals of identification

“Pics or it Didn’t Happen”

– E V E RY M I L L E N N I A L

LANGUAGE IS REALLY BAD AT ABSTRACT TERMS - LOVE, CONFUSION, PASSION, CURIOSITY. YOU CAN SEND A GIF WAY FASTER THAN WRITING ALL THE THINGS YOU HAVE TO SAY

SO C I A L NE T W O R K I NG - N O T H I NG T O TA L K A BO U T

• Uses phone or laptop to watch people play video games on Twitch

• Sends “congratulations” emoticons and gifs to friend via Facebook messenger. She does NOT call them and discuss the success of her friend.

• Before getting dressed to go out at night, she spontaneously makes a lip sync video on musical.ly and shares it with her 5 friends that she’ll be with in an hour.

• While at the restaurant and bars, each of them will Snapchat images of themselves to their hundreds of followers.

• Social networking continues at the office, as she “collaborates” (i.e., doesn’t talk) with fellow employees on various projects with the business network Jive.

B U S IN E S S - M E A N I N G I S T H E N E W P R E S T I G E

• Ability to excel in their job is contingent upon deriving meaning from their work.

• Two years - average tenure - do not stick around if they are not receiving any personal growth

• Digital access to information, automated skills, and people- the resources they have is almost infinite

• Quickly learn information from friends via social networking - new job opportunities, project help, dirt on co-workers

H O W S H E D O E S W O R K

• Physically works at the office 30 hours a week

• Work from home on Weds and Thurs, logging into the corporate social network each morning to say hi and let them know she is focused on her projects.

• Video chats with other team members to provide project status updates. While not talking, she is looking at Instagram to see what her friends did last night.

• She hits the gym for two hours during lunch when working from home. She makes up the time by working on her projects until early evening, since she doesn’t eat dinner until 8 or 9.

• Traditional happy hours are out, since she does’t spend all day every day in a cubicle at a staid office. She hits up her friends on Snapchat and Instagram throughout the day…asking them questions to help complete projects and also planning the late night festivities

• Her husband or boyfriend checks in with texts or posts images on Snapchat about something silly he saw at work.

Draws in her Adult Coloring Book to manage work stress

VA LU E FA M ILY M O R E T H A N P R E D E C E S S O R S ?

• The College Board, 77% of high school students nationwide say “raising a family” is an “essential” or “very important” life objective. In 1977, by comparison, just 59 percent of students gave the same level of importance to raising a family.

• Between mates, more sharing of responsibilities, including shopping, cleaning and child care

• Willing to take less prestigious yet flexible jobs in order to raise kids

• Houses will be smaller and greener, toys to be fewer and family activities to be more common

• She’ll use social media and websites for parenting advice, cooking tips, and great travel ideas

• Her mommy friends will exchange pictures and videos, as well as “Live Feeds” during times with their children…she will not feel lonely

Want their kids to fit into their existing lives and passions, versus

rebuilding themselves around their children

C O N N E C T E D T O W O R K A N D FA M I LY

• Alternates work days at home with spouse

• Communicates with at-work spouse via text, Facebook Messenger, and Snapchats

• Snapchat’s Lauren’s first word to her family and friends

• She leaves her child with the gym childcare center to do her mid-day workout.

• She chats with a few friends at the gym before getting a Starbucks with them while the baby sleeps in the stroller.

• While the baby naps she logs onto business social media to say “hi” and see updates to projects ( she will work on them tomorrow)

• She goes to the website The Nest to get cool recipes and Face Times with her mom while cooking

• The husband watches the child, doing the bath and pajamas, while she gets some “down time”. They will switch this the next day.

T RAV E L R E PL AC E S SE C O ND H O M E O R FA N CY CA R• Travel is a key method to attaining great EXPERIENCES

• They take pride in designing and doing great travel experiences (they hate travel agents and packaged travel)

• The travel experience is documented via social media…if there’s no pic, then it didn’t happen

• Low priority on luxury brands in terms of hotels or restaurants; instead gratification and peer approval for visiting “non tourist” locales, such as neighborhood shops, locally owned shops, and simply hiking in the nearby countryside

• Instead of traveling to a destination so see things on a list, they live in a city for a few days, i.e., act like a local for a few days

• Receive social applause and kudos from peers for great travel experiences and quality images shared on social media

E D U C AT E D A BO U T , A N D W I L L IN G T O PAY FO R H E A LT H Y L I FE S T Y L E

• Group exercises such as Barre, Yoga,Cross Fit, Zumba, etc

• Team competitions - Color Runs, Glow Runs, Tough Mudde, etc.

• Exercise savvy - torture is not necessarily best! I.e., fast intense workout with lots of changes burn fat and build muscle

• Less gratification from suffering - long distance runs or triathlons, long cycling,

• Integrate smart eating (not dieting) with fitness as the formula for a healthy life style

• Spend on fitness tracking technologies and social sharing of fitness activities and goal achievement

T H E P E R F E CT GE N E RAT I O N F O R A STA RT U P L I F E ST Y LE B RA N D

Spending priorities on health and fitness products

Crave travel experiences - need functional, good looking apparel for social media

Flex-work from home - run to gym and errands during day

Less attachment to major brands - pride in wearing indie designers

Research products on line - perfect for search and social media advertising

Love shopping from phone - sell direct via website

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