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Millennial Women Series: For God's Sake, Have Some Values

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Millennial Women Series: For God's Sake, Have Some Values

We're continuing with our 5-part series focusing on the Millennial woman. Today's feature: "For God's Sake Have Some Values." 


According to Forbes, consumers have proven more likely to support a brand they perceive as ethical and fair. More than any other generation Millennials have the highest ideals. Nearly 40 percent of millennials prefer to spend money on a good cause, even if it means paying more for a product. Applying this ‘Millennial perspective’ to your brand can create a dramatic change.

When appealing to the female Millennial it helps to have a strong association between brand and values. Socially conscious brands appeal to Millennial women. Brands that support wellness, naturalness, localism, and are looking to better the world or a certain community are appealing.

Method is a household and personal cleaning brand that creates “naturally-derived, biodegradable, non-toxic” products.  Their mission is to create aesthetically pleasing cleaning supplies that has the safety of the consumer as well as Mother Earth in mind. The relationship between the customer and earth becomes a large part of investing in the product. The customer ends up feeling as if they have improved earth. With a mission and brand traits that matter to the world, Method has earned a spot in the hearts, minds and wallets of Millennials.

This relationship strategy is repeated in the branding of the female care product, Thinx. A fairly new invention, Thinx is revolutionizing female care by creating "period underwear". They are environmentally friendly and for every pair a customer purchases the company sends funds to their partner organization, AFRIpads. Thinx uses creativity and social awareness as marketing tools. Millennial women care about programs such as these that help them manage their well-being and make healthier choices.

It’s more important than ever that brands either or adopt or associate themselves with an important cause. Any brand can sell widgets, software or packaged goods. Great brands can change the world. Millennial are looking for a larger story. It’s up to brands today to build a legacy that connects with the future consumers of the planet, and leaves the planet in great shape.

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Millennial Women Series: Getting More Personal

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Millennial Women Series: Getting More Personal

Over the next couple weeks, we’re launching a 5-part series of blogs focused on the Millennial woman. Today’s feature: Getting More Personal.


Millennial women are revolutionaries. Demanding change and forging new paths for younger women coming after them, Millennial women are inspiring change. Whether or not this affects marketing is not a question. These women expect to be treated as individuals and that includes how marketers and brands speak to them. There are several ways brands can get more personal with Millennial female customers to make them feel valued and take action.

Treat Them Special

Go beyond simply ‘liking’ or commenting back. Giving a little attention goes a long way.  Creating loyalty programs, recognition events, special access to sales and promotional events allows a personal relationship to develop between the brand and Millennial woman. Simply appreciating anyone builds trust. In this case it also leads to increased ROI.

One Size Does Not Fit All

Millennial women want to engage with a brand that they can relate to and see themselves. Companies like Primark do this well.  Primania is an online fashion playground for their customers to post, share and get inspiration from. This site shows a range of individuals who engage with the brand, mainly by taking selfies. It allows old and new customers to picture themselves in the products with more of a sense of reality. These women look just like the customer, they are relatable. Instead of forcing women to believe they have to look a certain way in order to participate, brands can be inclusive, showing that Millennial women of all types are welcome to interact with and benefit from the brand. Do this.

Target

What better way to personalize than to use sophisticated websites that analyze cookie data and self-service platforms? Using this information actually helps to connect with Millennial women. This group desires to be seen as unique and authentic. The information these platforms provide allows that to develop. Personalized advertising will grow in importance for this generation as they continue to be the earliest adopters of new technology.

As the buying power of Millennials increases, brands must respect that members of this generation expect to be treated as individuals. Go get personal.


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Marketing to the Millennial Woman

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Marketing to the Millennial Woman

When it comes to Millennial women, fact, anecdote, experience and conjecture all play a role in outlining what brands can do to engage better with this subsection. In this article, we combine facts, research, the experiences of women in this category who work with us, like Courtney, and our experiences with brands who have succeeded in building great relationships with this audience.  The following insights are based off of this mix. The comments below are our top tips to help brands build better relationships with Millennial women. 


Get Personal
Women, more than any other subsection in Millennials want to feel that the brand they invest in understands them.  This means that brands need to do their homework. Track and note what social media conversations focus on and pay attention to trends that Millennial women are excited about. Sending personalized emails benefits, too.

Amazon is a great example. They do an incredible job of staying in touch with their consumer by sending emails with recommendations based on last purchased. This is getting personal without being creepy.
 
#HashtagIt
Hashtags create a pocket for people to find one another and connect in. With hashtags, brands can create an online community the consumer can easily associate with.  

Urban Outfitters created an entire website dedicated to their community. The site, UO Community, is a curation of uploaded Instagram photos and pictures hashtagged #UOonYOU.  It gives inspiration to those looking at the site and neatly packages the overall aesthetic of Urban Outfitters markets.
 
For God’s Sake, Have Some Values
Align with a cause or charity but only if it is authentic.  Millennials are known for their idealism.  Companies like Toms that have capitalized on the buy a pair give a pair model are successful among Millennials because they associate themselves with a larger cause and appeal to their values. It’s about making the brand or product larger than itself and asking how it can be seen as a movement.
 
Be Funny
This is a generation of women are growing up with strong and hilarious female leaders. Millennial women look up to Tina Fey, Amy Poehler, Jennifer Lawrence, Kristen Wiig, and Amy Schumer--celebrities who are reinventing comedy with a feminist twist.  

Lastly, remember to keep on your toes.  This generation of Millennial women are groundbreakers.  More than ever before, stereotypes and previously crafted expectations are being broken and revolutionized.

That’s it. Well, almost it. Courtney, nice work of helping us pull this together. Thanks for your research, positioning, and writing. But most importantly, thanks for your honesty, insights and willingness to give a part of yourself to help others see what’s effective in marketing. And thank you, reader, for taking the time to find us on #theFRESH. 

We’d be happy to share more of our insights around this audience. Connect with us today.  

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