Shopping, especially for college women, is much, much more than a quick exchange of money and product. There’s a lot going on in the minds of millennials and Gen-Zers regarding their purchasing decisions. We chatted with a panel of college women at the Her Campus Media College Marketing Summit, and we got some great insight into the minds of four fashionable millennial women with some deeper thoughts about shopping. They shared with us the truth behind what they think of brands and, more importantly, how brands can convince them to make that sought-after purchase decision.
It’s no secret that most college students aren’t made of money. With exorbitant college costs and no steady full-time income, they’re not necessarily the wealthiest market to tap into - but they’re still easily one of the most desirable. That’s because college students are finally out of their parents’ houses and able to make their own decisions, so it’s key to catch them now in order to turn them into long-time customers.
College women love TV. It’s an escape from the busy, oftentimes stressful day-to-day life of the 2017 collegiette, and most importantly, it’s the perfect procrastination tool when you’ve got five papers and seven midterms breathing down your neck.
As marketers, you want to get inside the minds of college women and understand what makes them tick--what do they care about, what gets them amped up, what makes them laugh, what makes them cry, what drives them, what do they want?
We all know college women are busy. They have classes, extracurriculars and social events filling up their days (and nights), so they’re not going to read the newspaper cover to cover or turn on the evening news (let’s be honest—they probably don’t even have a TV). So how do college women consume news? Let’s take a look.
Thanks to years of traffic and audience data coupled with our editors' nuanced eye, there are underlying themes we’ve identified that resonate with our female college readers again and again. Thinking through these mechanisms can give you additional insight into the editorial process as well as offer takeaways for marketers as you think about how to apply some of these threads and themes to your own brands and campaigns.
At Her Campus, we’re all about pushing the envelope with social content that sparks a reaction from our users and in turn builds their bond with our brand. But nothing is quite as awkward as posting social content that flops, or, worse, offends.
Asking for an iPad for Christmas is so 2010. This year's trailing millennials have their sights set on looking stylish AF—and with a padded wallet to boot. When it comes time to hit the malls (or the cyberworld) to gift that female millennial on your list, what’s a yay and what’s a nay? You don’t want your gift to turn into a re-gift.
On election day, we launched a survey to find out who our readers actually voted for, and why. While the results of the election came as a shock, college women unsurprisingly supported the candidate with better qualifications and a far better record on women’s rights. We surveyed more than 840 women, and their answers make it clear that while Clinton may have lost the election, it wasn’t because of this group.
With an historic election upon us and an election cycle in which no one could have predicted the way the American people would respond to the candidates before them, significant attention has turned to one group—millennials. But as much as "adults" might think they understand the sentiments and motivations of this cohort, millennials, in fact, surprise you at nearly every turn. We conducted a series of surveys of thousands of trailing millennial women (age 18 - 24) over the past year that illuminate some surprising facts in the final days leading up to Election 2016.