The Future is Female: What Brands Must Know to Engage Millennial and Gen Z Women

Given the rapid changes in social and cultural norms, brands are losing touch with today's female consumer. This project will inspire and inform brands about how to connect effectively with the female decision makers of today and tomorrow.

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29% funded

10% for you,
10% for your friend

About

The dynamics of the female head-of-household decision maker are quickly evolving. And, the ways in which brands need to communicate with -- and speak to -- women have forever changed. Shifting cultural and social influences, media-portrayed imagery, and heightened awareness of self are affecting decision-making power. Further, there's a pushback against gender stereotypes that are impacting the way in which brands can effectively market to women. These shifts, in culmination, will continue to reshape the way in which brands can best influence, engage, and drive loyalty among their female target audiences.

Click here to see a webinar, led by the team at Ignite 360. They go through the proposal and their current hypotheses

Objectives

  • In what ways are Gen Z and Millennial women observing and internalizing marketing and ad communication today vs. in the past?
  • What is prompting a shift in these consumption and buying dynamics? What are the underlying factors? How does life stage impact these dynamics?
  • How has the #metoo movement and related activity influenced her? What conversations is she engaging in and who are the voices that are breaking through and resonating?
  • What do brands and products need to know about the values, attitudes, needs and barriers being expressed by Gen Z and Millennial women in order to effectively target and communicate with them?
  • Which brands are doing it well today and which are missing the mark? What contributes to their success or failure and what lessons can be applied to others effectively?

Why?

But, what are the driving forces and prevailing attitudes impacting the evolving landscape of the female consumer today? How are women navigating the dynamic marketplace, and what messages and brands are resonating with them (and why)? What are the principles by which brands can engage and reach female decision makers now and in the future?

This multi-stage learning program will build foundational yet essential knowledge and fully identify the critical components for brands to truly engage the new female decision maker. The results: highly actionable insights to connect with the female consumers of today and tomorrow.

Please join this study now so you can participate in the project kickoff and provide feedback to help shape this important work!

Methodology: Qualitative/Quantitative

Design Rationale:

As detailed below, we are taking an iterative approach in a robust, three-stage learning program, where each phase informs the areas of questioning and testing for the next phase.

Approaches:

PHASE 1: Desktop Research & Influencer Interviews:
- Review of current data and trends related to Gen Z and Millennial female decision making; shifts in media and brand communication toward girls and women and prevailing perspectives on impact of #metoo movement and related activities.

PHASE 2 Qual: Groups and One-on-One Online Video Interviews
- Employ a mix of group and one-on-one interviews with Gen Z and Millennial women. Explore attitudes and behaviors, impact of life stage, the cultural, social influences impacting consumption of media, marketing and brand engagement.

PHASE 3 Quant: Online survey; Survey conducted among a rep sample of Gen Z and Millennial women would allow us to quantify beliefs and attitudes related to brand marketing and messaging. Up to six categories will be included for deep dive. Categories will be defined in collaboration with investors. Examples include: health and beauty, food & beverage, fashion, technology, retail.

Qualitative Design

Number of research sessions (or interviews) by specific approach:

SIX 2-HOUR GROUP SESSIONS COMPRISED OF GEN Z WOMEN AND 3 GROUPS OF MILLENNIAL WOMEN:
- Will recruit five women and have each refer a friend to join them. Friend should be a Millennial.

We would screen down to invite 4 of our 5 friend pairs in order to seat 3 pairs of friends for each group.  We will assign pre-work as noted above.  

12 90-MINUTE ONLINE VIDEO ONE-ON-ONE INTERVIEWS:
- 6 among Gen Z females post high school
- 6 among Millennials

- Pre-work similar to group sessions

All sessions conducted via Zoom online and captured on video

Qualitative Research Target

Gender: 0% Male, 100% Female

Ethnicity: Approximates national population distribution

Ages: 17 to 38

Behavioral/Lifestyle Screening:

Screendowns conducted by Ignite 360 moderators prior to sessions to ensure strong articulateness and storytelling, alignment to screener, comfort with session type

Additional Demographic Screening:

SEGMENTED BY:
- Older Gen Z females (ages 17-24); primarily will be students (full time or part time); will include and also look at non-student, full time workers

- Millennial females (ages 25-38) ; even split of those with and without children; those with children will obtain split of stay-at-home with children vs. work outside the home

Geography: US Only; Approximates national population distribution

Number of Markets: 2

Specific Markets:

Minneapolis and Denver

Quantitative Design

Number of Interviews: 1000

Interview Length: 20 minutes

Statistical Analysis:

Each respondent answers 10 minutes of general attitudinal and behavioral questions (category neutral) followed by 7-8 minute deep dive into up to 2 categories based on their eligibility (category purchasers).

Sub-group analysis will be conducted on 6 different categories represented within the base of project investors resulting in n=165 for each category.

How Sample will be Segmented:

500 Gen Z women (age 18-34) with representation of students and non-students (70/30 split)
500 Millennial women (age 25-38) with representation of those with and without children (60/40 split)

Sample Source:

Pulled from a trusted partner's database and vetted to U.S. standards

Quantitative Research Target

Gender: 0% Male, 100% Female

Ethnicity: Approximates national population distribution

Ages: 17 to 38

Additional Demographic Screening:

SEGMENTED BY:
- Older Gen Z females (ages 17-24); primarily will be students (full time or part time); will include and also look at non-student, full time workers

- Millennial females (ages 25-38) ; even split of those with and without children; those with children will obtain split of stay-at-home with children vs. work outside the home

Geography: US Only; Approximates national population distribution

Deliverables

Reporting: Topline Report; Summary Report; Video Report

Presentation: Both web-based and in-person

Additional Deliverables:

• Topline summaries after each phase is completed

• Final PPT report created in visually forward style sharing the story with actionable recommendations supported by quotes from our participants

• Insights video: 8-10 minutes in length, bringing to life the key learning as told directly by the participants. Professionally shot and edited for C-suite ready quality

Funding Timeline (once project is approved): 60 days

Timing: 14 weeks from funding to delivery of final report

Supplier

Company: Ignite 360

Previous Projects: 5

Rating:

Supplier's Qualifications:

Ignite 360 is a premier insights & strategy firm delivering actionable recommendations and inspiration through empathic storytelling, supported by sound strategy. Our industry-leading clients span a diverse range of categories and come to us for the bigger picture, 'higher degree of difficulty' challenges. Our work is grounded in understanding people through qualitative methods which makes the data human. Projects often include hybrid, phased approaches of qual and quant to insure the best quality work. Our analysis and creative development brings to life the insights and strategies in ways that connect the head and the heart, inspiring clear action. Results of our projects are often shared at the c-suite level as well as broadly across our client organizations. As one client said "if you want great, you choose Ignite 360!"

Supplier's Team:

Lisa Osborne - COO
Sunaina Velagaleti, PhD

Incentives

BE ONE OF THE FIRST 7 FUNDERS AND....

• Participate in project kick-off with input into initial hypotheses and critical questions to be addressed

• Review and provide feedback into qualitative session guides and quantitative survey

• Attend/observe a portion of the qualitative research

• Schedule a presentation of findings for your group via WebEx (optional in-person presentation & facilitated insight activation also available; travel to billed separately at cost)

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04/19/18

Lisa Osborne recently led a webinar that outlined her initial findings and current hypotheses and objectives. Please check it out! https://www.youtube.com/watch?v=w9K6Kl32d9E&t=198s

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