17.04.2015

RELATIONSHIPS

YOUNG WOMEN

LHBS constantly collects signs of changing behavior in culture, markets, and technology. One of the key demographics involved in these changes is young women.

For the second part of our series about young women, we have focused on Relationships as a significant way to gain valuable insights into the demographic.

INTRODUCTION

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WHAT IS HAPPENING

YOUNG WOMEN: RELATIONSHIPS

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Whether as a by-product of protective parents, the age of terrorism or a media culture that focuses on dangers, young women are often characterized by their mistrust of people and institutions.

The lack of trust found in the millennial generation (which describes those born between 1980 and 1995, and therefore describes a majority of young women) has reached its lowest point in recent generations. While roughly a third of baby boomers came of age as trusting young adults, this number has sharply decreased in successive generations, to only 18% of Gen X and 16% of Gen Y.

This general sense of lack of trust has recently been elaborated through an abundance of research which has shown that young women are forming relationships in different ways. As young women’s trust for institutions such as government, brands and businesses, news media, educational and religious institutions, has reached an all-time low in this trying last decade, the implications are manifold and widespread.

THE BACKGROUND

THE NEW TRUST

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Young women are forming new ecosystems of trust and connection, where they feel safe and secure, yet able to act accordingly to their values, one of the primary being independence.

Their attitudes towards parents, partners, motherhood and children, young women show how they want their relationships to be. As the overbearing helicopter parents of Generation X are now seen more like a trusted friend by Generation Y, young women relate to their parents more like peers, building a support network of mutual trust and respect.

This attitude carries over into the family journeys which young women themselves are embarking on. Given a combination of cultural and factors, such as the high divorce rates of their parents generation, as well as their increasing financial independence, young women are now pursuing a wider range of romantic relationships beyond the rigid, traditional forms of partnering practiced by previous generations. As such, marriage, family, and motherhood are now less of a social obligation, and more an avenue to self-discovery, personal needs, and achievement.

THE NARRATIVE

THE NEW TRUST

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In terms of trust, the younger generations are more apprehensive. Today we see young women relying on their networks of trust that they form in their personal lives to help guide them when dealing with the outside world, of which they are more skeptical. The rise of social media has given them a new middle ground, where they can interact both on a personal as well as public levels.

The way that they deal with their peers plays a crucial role in how they deal with the world at large. As a result we find young women are establishing new ecosystems of trust and connection.

The relationships that young women find through their peers are increasingly the type of relationships that they seek from institutions: from government, banks , and higher education to brands and businesses. As such, young women expect mutual understanding, and two-way relationships from institutions they are involved in, as well as from the brands they consume.

THE NARRATIVE

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YOUNG WOMEN: RELATIONSHIPS FREEDOM AND

FLEXIBILITY

CLIMBING THE CORPORATE

LADDER

WORK LIFE BALANCE

CREATIVITY

6. BRANDS

ECOSYSTEMS OF TRUST AND CONNECTION

1. PARENTS

2. PARTNERS

3. MOTHERHOOD AND CHILDREN

4. PEERS

5. INSTITUTIONS

From our continual research into the intersection of culture, technology, and markets, we have identified the most significant categories to describe the new ecosystems of trust and connection that characterize the relationships which young women have today.

1. PARENTS

*Source: „Place your link here“

PARENTSYoung women today have parents that are giving them space to experiment; they are no longer forced into chosen career paths and predetermined lifestyles. Instead of being subjected to the choices of their parents, young women are more likely to relate to their parents more as friends than rulers.

In fact, young women are not very likely to seek their parents approval in their professional choices. Despite this, parents are still seen as an important support mechanism, especially in harder economic times, with many parents supporting their children into adulthood both financially and emotionally.

92% think it is very important that their parents trust them.

*Source: http://www.slideshare.net/HavasWorldwide/hashtag-nation-marketing-to-the-selfie-generation-39427735

Only 17% say that they have nothing in

common with the previous generation

*Source: http://www.havasww.de/fileadmin/user_upload/multimedia/strategie/prosumer_report_millenials.pdf

2. PARTNERS

PARTNERSYoung women are more likely to have come from divorced parents than previous generations. Combined with less rigid social expectations towards marriage and family, young women are less inclined to get married. Instead, young women are hooking up more, with many opting for a series of relationships rather than looking for “the one” to spend the rest of their lives with. For those young women who move in with their partners, many do it for financial reasons.

Social networking also has a recently significant role, as dating apps have become mainstream and cater to a wide-range of relationships.

In the US 44% of the generation say marriage

is becoming obsolete.

In Germany, some 53 percent believe most

couples won’t stay faithful during their marriage or

partnerships. And an overwhelming 80 percent

think divorce is no big deal.

Reason: women become more financially independent and are no

longer prepared to continue with a dysfunctional marriage at any cost.

Source: http://mic.com/articles/44083/44-percent-of-millennials-think-marriage-is-obsolete http://www.thelocal.de/20110428/34693

As of January 2015, Tinder users swipe

through 1.5 billion Tinder profiles and makes more than 21 million matches

per day.

*Source: http://www.forbes.com/sites/stevenbertoni/2014/10/20/tinder-swipes-right-to-revenue-will-add-premium-service-in-november/

In Manhattan, nearly 50% of households consist of a single occupant, similar in

London and Paris, and even higher — a staggering 60% —

in Stockholm.

European countries already display higher

rates of living alone than in the U.S., and there are sharp

increases in emerging markets such as China, India, and Brazil; that

suggests that many choose to live alone whenever there’s sufficient

wealth and comfort. For them, it isn’t punishment — it’s

liberation.

*Source: http://fortune.com/2012/01/25/solo-nation-american-consumers-stay-single/

3. MOTHERHOOD AND CHILDREN

CHILDREN & MOTHERHOODToday’s generation of mothers are not only are the youngest generation of mothers, they are more connected, more influential, and have access to more information than any previous generation before them. Moreover, motherhood is now an experience not a social or family obligation.

Today’s mothers are more collaborative, and much of this collaboration takes place online, where young mothers create and maintain online communities where they give advice, have conversations, and build relationships.

More young moms are Single than Married

22% are more likely to prioritize being a

good parent over having a successful

marriage.

*Source: http://time.com/2889816/more-millennial-mothers-are-single-than-married/ / http://www.pewsocialtrends.org/files/2011/03/millennials-marriage.pdf

52% love work and kids equally

25% could not be stay home moms

22% could love be stay home moms if they had

a choice

*Source: http://www.slideshare.net/linkedin/linked-in-what-women-want-work

25% of parents share their child’s prenatal sonogram on social

media.

*Source: http://www.buzzfeed.com/ruthgraham/sharing-ultrasound-photos-facebook-instagram

50% of young mothers have created social media accounts for

their baby before the child’s second birthday.

*Source: http://www.today.com/parents/have-social-media-account-your-baby-40-percent-millennial-moms-1D80224937

The vast majority will share great parenting advice and 37% would share with as many as

possible

*Source: http://issuu.com/mccanntruthcentral/docs/truth_about_moms

Most think they are experts in something

child education and

development

cooking and nutrition

fun kids activities

best deals healthparty and craft

ideas

*Source: http://issuu.com/mccanntruthcentral/docs/truth_about_moms

Not perfectionist super moms

They want to create happy moments with their

children

*Source: http://issuu.com/mccanntruthcentral/docs/truth_about_moms

PEERS

PEERSWhen young women do have trust in their peers, this trust creates influence: they rely on their trusted peers’ recommendations, mimic their lifestyle choices, and consume the same brands. As such, they tend to trust user-generated content more than other forms.

Peer-to-Peer and social networking connections are coming to define the generation’s way of creating and maintaining relationships with their peers.

63% shop with peers making it a social

activity

94% crowdsource purchase decisions

74% think they influence the purchase

choice of others

*Source: http://www.edelman.com/insights/intellectual-property/8095-exchange/

5. INSTITUTIONS

INSTITUTIONSMany women are disillusioned by status quo politics, who feel political parties are more or less the same. While they are slightly more trusting towards government than their elders, they are still a vocal generation who is not afraid to demand what they want in their lives and in the world.

The clash between their ideals and reality is seen not only in regards to government but also financial institutions and higher education, which are often leaving young women in debt without guaranteeing a job.

What’s more is that women feel increasingly

untrustworthy of financial institutions. Only about a third of

women surveyed in the U.S. said they were loyal to one financial services

company. That figured dropped to just 16% among women in the U.K. Also, more

than half of women in the U.S., U.K. and China reported to be “overwhelmed”

by the products and choices available today for financial

services.

*Source: http://fortune.com/2014/11/13/women-rich-financial-planning/

6. BRANDS

BRANDSYoung women seek out brands not only for their products they offer, but for their capacity to have an authentic relationship. Their generation is twice as likely to trust friends and family than experts, and as a result, are more likely to trust user-generated content that has been developed in collaboration with a brand than a traditional advertising strategy.

*Source: http://www.nytimes.com/2014/12/07/fashion/the-lives-of-millennial-career-jugglers.html?_r=1

This generation is attracted to brands that “say something about who I am, my values, and where I

fit in.”

*Source: https://www.bcgperspectives.com/content/articles/marketing_center_consumer_customer_insight_how_millennials_changing_marketing_forever/?chapter=3

*Source: http://blog.bazaarvoice.com/2013/06/06/millennials-crave-firstness-inspiration-and-collaboration-3-stats/

Generally very willing to engage with brands

maybe more so than older consumers

WHY IS IT RELEVANT

Institutional Disruption

73% of Millennials would be more excited about a new offering in financial services from Google, Amazon, Apple,

PayPal or Square than from their own nationwide bank.

KEY INDICATORS

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Social Influence of Peers

Millennials trust User-generated content (UGC) 50% more than other media sources.

Family Redefined

Only 4% of US households are made up of the "traditional" family unit, down from 60% in 1972.

*Source: http://go.crowdtap.com/socialinfluence http://www.slideshare.net/HavasWorldwide/the-new-dynamics-of-family http://www.millennialdisruptionindex.com

YOUNG WOMEN: RELATIONSHIPS

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We can see in the findings above that young women are seeking new relationships with people, brands, and institutions.

These new relationships must be established on young women’s terms, reflecting not only their core values but build on their existing way of relating to their world. As such, we have prepared several implications for brands and businesses looking to establish and/or develop relationships with young women today.

SUMMARY

IMPLICATIONS

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1. The New Trust 2. Diverse Families and Relationships

3. Peer to Peer Connections 4. Common Values, Common Goals

IMPLICATIONS

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1. The New Trust

Brands are looking to create authentic, relatable advertising and content. Apart from tailoring this content to the real life concerns of young women, brands are using real stories of real young women to their advantage. On a similar note, brands are integrating influential user-generated content, especially from social media “celebrities” to provide more authentic experiences for young women.

- Johnson & Johnson’s recent Clean & Clear #Seetherealme campaign was an unscripted integrated digital and social campaign that showcased real-life teenage girls struggling with their skin issues over a 19-part series on YouTube (one of the most influential platforms for young women when it comes to the category of self-image).  

- Brands are using collaboration with stars from social media communities, such as L’Oreal launching a new line of cosmetics in partnership with this new type of celebrity, Michelle Phan, whose content deeply resonates with the YouTube community (amassing over 7 million followers with her beauty tutorials and reviews).

2. Diverse Families and Relationships

As more people are opting out of parenting, marriage and living together and more are creating diverse homes with same-sex, one-parent and interracial families, brands need to reflect this reality in not only their products, but their company philosophy.

- Chevrolet’s “The New Us” campaign gave an inclusive look at several families anchored by gay and lesbian parents. In a similar vein, Tiffany’s recently embraced same-sex marriage in print and TV ads.

- Apple, which has recently been an advocate for gay rights has released diverse emojis that represent different family compositions to include more same-sex couples and non-traditional families (that not only will feature a set of customizable skin tones).

- In a fun, innovative way of embracing contemporary attitudes and technologies of partnering, the NBA’s Atlanta Hawks put on “Swipe Right Night” during a home game encouraging fans to use Tinder to make connections during the game.

IMPLICATIONS

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3. Peer to Peer Connections

While brands are realizing that they must provide women with feelings of mutual understanding, they can also become platforms to facilitate peer-to-peer connections between women. Apart from marketing, the sharing economy is another context in which women are being connected to their peers, but they are as of yet underrepresented.

- Estée Lauder developed a map to link women all around the globe. The Beauty of Night campaign united women by giving them a platform to share their beauty secrets. They used data visualization, mapping and translation technologies, to give women a chance to see themselves in a global network of beauty.

- Tag the Weather, a campaign by Gillette cheer up Swedish women during the cruel winter months by connecting them with leading international fashion bloggers for a chance to win sunny vacation for two in Miami and Gillette Venus products.

- While the sharing economy presently requires more businesses to focus on women and their needs, Rent the Runway– a service that allows women to rent designer clothing from other women for short term or special occasions, provides a good example of how women could be connected to their peers.

4. Common Values, Common Goals

A recent study conducted by Sheknows found that women not only want to see their interests represented by brands, but this is a significant goal for women, as 4 out of 5 women thought such ads are important for the proper development of future generations.

- Other institutions such as the United Nations have launched programs like Girls2Pioneers, which encourages girls to explore careers in the technology sector

- Dove partnered with Twitter for the Speak Beautiful campaign, addressing in real-time negative tweets about beauty during the Oscars.  Dove replied to women in real-time with the help of social media and self-esteem experts to encourage positivity, optimism, and kindness, when it comes to talking about beauty online.

- Always’ ad campaign #LikeAGirl challenged the way people perceive the phrase, “like a girl”–  recasting the phrase to focus on female empowerment.

GET IN TOUCH

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Our summary of the theme Relationships is only one aspect of the extensive research we have done into the major trends, values, and needs of young women today. If you would like to know more about this influential demographic, from insights to opportunities for brands and business, please get in touch.

LHBS Consulting Berlin GmbH Köpenickerstraße 154

10997 Berlin Germany

http://www.lhbs.com

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LHBS Consulting Berlin GmbH Köpenicker Straße 154  10997 Berlin Germany

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