Many brands pursuing the millennial generation often leave out the obvious truth: not all millennials are male. However, most of today’s most successful advertising campaigns are geared towards men. Advertising campaigns such as Doctor Pepper’s “Be a Manly Man” or Old Spice’s “Smell Like a Man” commercials give off a “bro-based” vibe and are only a few of many campaigns that rely heavily on male undertones. However, millennial women are now becoming a force to be reckoned with – wielding confidence, spending power and influence. They have a stronger belief in their capabilitiesin comparison to previous generations. With more and more women graduating from colleges and pursuing high positions in companies, it is important that marketers take advantage of this powerhouse generation.
Understand that millennials do not fall under the same similar group.
Women from diverse age groups fall under the category of millennials. From seniors in high school to women out of college in their mid-20s, they all belong to the millennial group. However, their needs and wants differ from each other, and must be targeted separately.
Inspire the millennial woman.
In general, millennials are interested in associating themselves with brands that stand for making a difference. The millennial woman wants to be inspired by the brands she chooses to purchase and seek out brands that promote positive self-esteem and feel-good brand images. For example, theDove Real Beauty Campaign succeeded in creating an image for their brand that all women can relate to and feel inspired and empowered from.
Focus on visuals.
Creative expression is extremely popular among millennials and has greatly influenced the way brands create their advertisements and messages. Millennials tend to lean towards outlets that rely solely on images, such as Pinterest and Instagram. Pinterest is one of the most popular websites for women because it satisfies their desire to create and share content with an online community.
Break away from stereotypes.
Most millennial women are crushing stereotypes by earning graduate degrees, conquering corporate roles, starting businesses, and becoming the breadwinners of the family. Brands should break the mold and portray women in these types of roles. For example, pharmaceutical company Allergan recently launched their #ActuallySheCan campaign to empower women and help them learn and share with one another information about healthcare and wellness.
Millennial women are striving for well-paid jobs and are accumulating a large amount of spending power. It is important for businesses to understand what they are looking for – brands that inspire, empower, and break through from stereotypes.
