Millennial Women

INTRODUCTION

Millennials are the generation born roughly between 1981 and 1996. Women in this generation have long been considered a key consumer force by many brands. Currently, many brands treat Millennial women as a homogeneous group, often using a single message to engage them.

However, Millennial women go through important life milestones—such as their first marriage, becoming a wife for the first time, or becoming a mother—that profoundly shape their lifestyles, behaviors, and interests. These milestones require brands to communicate with nuance and sensitivity across different life stages.

It is therefore time for brands to shift from approaching Millennial women as a single, uniform group and instead recognize distinct subgroups based on life stage characteristics. Understanding these nuances, Buzzmetrics conducted a study analyzing discussions of Millennial women on social media.

This report helps brands and marketers gain a deeper understanding of four distinct subgroups of Millennial women and provides recommendations for effectively engaging them through their key interests.

WHAT DOES THE REPORT HELP BRANDS WITH?
This report is designed to give brands a comprehensive understanding of Millennial women by answering key questions:

• How many subgroups of Millennial women exist on social media?
• What are the differences between these subgroups?
• How can brands effectively approach each subgroup?

Report language: English
Number of pages: 72
Research period: January 1, 2020 – December 31, 2020
Research methodology: The report is based on social media discussion analysis of a research sample comprising 400 Facebook users who are Millennial women (users who declared their birth years between 1981 and 1996).