In the “Business of Women” series we’ve been answering the questions that companies all over the country are trying to answer when it comes to effectively marketing to women. In this post, I would like to tackle one (and in some cases an even bigger) question, which is how to reach what I like to call “my people” – the young, educated women of the millennial generation. Below are a few things we know about women of the millennial generation.
Millennial women are more educated than ever before.
Members of my generation are poised to be the most educated in history. According to The End of Men by Hanna Rosin, for every two men that receive a BA this year, three women will do the same. Graduation rates such as these help fill jobs. In fact, twelve of the fifteen of the job categories projected to grow the most over the next 10 years are primarily occupied by women. In fact, according to Gail Heriot, a professor at the University of California, women are actually being rejected from colleges at a higher rate than (less qualified) men. The men were being favored by admissions officers not because they were supposedly smarter, but because they were considered underdogs.
Millennial women are better prepared for senior level positions.
Women of the millennial generation are better prepared than men to take jobs of the economic future, surviving the polarization of low vs. high skill jobs better than their counterparts. This trend is allowing women upward movement that has never before happened. More women are earning senior level positions, holding them longer and creating change within the organization that better suits women like them- typically married and with children.
Millennial women are financially independent.
With financial independence like no other generation has had, women of this age are making independent decisions about what to do with their money. Companies who are trying to get a piece of the pie must appeal to that independence.
The business of women is a strength for The Pert Group. Knowing “what women want” is one thing. Providing it is something else. Turn our comprehensive understanding of the female millennial market into your competitive advantage. Contact me today for more information on The Pert Group’s Opportunity Definition for Women.
We’ll be presenting an activation workshop session at the M2W – The Marketing to Women Conference in April. The session: BTW (Brands, Technology and Women): How to Optimize Your Touchpoint Communication Strategy is an interactive session intended to connect you to the new digital world of women. Visit this site for conference details or contact me to attend.