What Millenial Women Want and How to Reach Them

What Millennial Women Want
and How to Reach Them
May 8 2018

© 2017 Merkle. All Rights Reserved. Confidential2
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We help the best brands in the world create
competitive advantage through people-based marketing.
We believe in marketing to people not proxies.
We believe the future of marketing is personal,
informed by data, powered by technology,
and delivered through creativity.

5,500+
PEOPLE
51
OFFICES
11
COUNTRIES
Serving our clients across the globe
E M E A
L O N D O N ,
A M S T E R D A M ,
B A R C E L O N A ,
B R E D A , B R I S T O L ,
D E R B Y, D U B A I ,
E D I N B U R G H , G I J O N ,
M A D R I D, M U N I C H ,
A N D R O TT E R D A M
1 , 3 5 0 + P E O P L E
A P A C
S H A N G H A I ,
B A N G A L O R E ,
B E I J I N G , B R I S B A N E ,
M E L B O U R N E ,
N A N J I N G , P E RT H ,
P U N E , S I N G A P O R E
S Y D N E Y
7 5 0 + P E O P L E
A M E R I C A S
C O L U M B I A , N E W
Y O R K , C H I C A G O ,
L O S A N G E L E S ,
S A N F R A N C I S C O ,
& 2 0 A D D I T I O N A L
O F F I C E S
3 , 4 0 0 + P E O P L E

Levo is the leading professional community for game-changing
millennial women who continue to redefine success in work and life.
Levo works with innovative brand partners on integrated marketing
and brand activations, helping them to more deeply understand,
engage and tap into the power of this most influential consumer
segment.
As the thought leader in the millennial space, Levo also offers its
partners clarity, custom research and proprietary insights and data
around millennial trends (both talent and consumer) through The Levo
Institute.
About
10MM+millennials engaged
1MM+
members
local chapters in
30 cities

Patrice Croci
VP, Marketing
Express
Alisa Leonard
President
Levo
Today’s Presenters
Dalton Dorne
SVP, Marketing
Merkle

Agenda
• Research methodology
• Research Findings
• Q&A with Patrice Croci VP, Marketing, Express

Launched March 8, 2018
Purpose: Study the rationale behind spending patterns of millennial women. Our
analysis is based primarily on a combination of two sources of data: the
Levo+Merkle study, and DataSource.
The Levo+Merkle study
We surveyed 884 millennial women 18-37 years old and asked them 35+
questions about their shopping behaviors, brand preferences, and charitable
giving.
DataSource
Merkle’s proprietary national consumer data repository fuels omni-channel,
people-based marketing across the entire consumer journey. It covers 275
million anonymized individuals based on actual name, address and/or e-mail
address, and contains over 1,000 attributes at the known individual level. It has
95%+ coverage of all US households, and 90-95% match rates on data overlays.
For more on DataSource, please visit merkleinc.com
About the Research
Download the report at merkleinc.com/millennialwomen

Are you currently uniquely targeting
millennial women as part of your
audience strategy?
A. Yes
B. No
POLL
QUESTION
ONE

How mature is your audience
strategy?
A. I treat my audience as one
B. I use rules to define customer communications within a
defined channel
C. I use segmented audiences (or personas) to guide messaging
and communications.
D. I use marketing automation to manage integrated omni-
channel interactions, as defined by the customer journey
E. I use PII to integrate channel and media in a cohesive
interaction, so as to interact and predict the best engagement
across a defined journey.
POLL
QUESTION
TWO

WHY HER?
Women control or influence as much as
85% of overall US spending power.
Millennials represent the largest spending
power of any generation.
They are in a life stage that is driving all of
this.

1
2
Millennial
Women are an
Economic
Powerhouse
annual
spending power
BILLION
$170

1
3
They Are
Chief Earners
& Spenders H O U S E H O L D
B R E A D W I N N E RS
48%

Estimated Household Income
Watch the full presentation at merkleinc.com

They Spend at a Higher Velocity

They Spend at a Higher Volume

Millennial Women Are Employed
Full-Time & Work A Side-Hustle
80%
E m p l o y e d F u l l -
T i m e
40%
H a v e a S i d e
H u s t l e
Reason for having a side hustle?
Additional income: 44%
Other: 22%
Its my true passion: 20%
To learn new skills / experience in new field: 14%
*Side hustles play a role in increasing Millennial
women’s purchasing power
Yet only 27% of respondents claimed they plan
to turn their side hustle into a full-time job

Millennial Women’s Spending Style
Which of the following describes your
spending style?
I will occasionally indulge myself but make
sure I’m getting the best deal: 81%
I enjoy spending money and don’t focus
much on prices: 14%
I don’t like spending money on anything but
necessities: 5%
81%
O c c a s i o n a l l y i n d u l g e
t h e m s e l v e s b u t m a ke
s u r e t h e y a r e g e t t i n g
t h e b e s t d e a l

1
9
Attitudes Towards
Credit Card Use
Which of the following best describes your
attitude toward using credit cards?
I don’t mind using credit cards, if I know I can
pay it off quickly: 52%
I avoid using credit cards, I prefer to pay with
debit or cash: 32%
I use credit cards a lot and tend to pay the
minimum balance: 15%
Other: 1%
52%D o n ’ t m i n d u s i n g
c r e d i t c a r d s i f t h e y
k n o w
t h e y c a n p a y i t
o f f q u i c k l y

WHAT DO MILLENNIAL
WOMEN SPEND MONEY ON?
Priorities in spending

Top 3 Things Millennial Women Anticipate Spending Most
on in 2018
77%
TRAVEL
73%
EATING OUT
34%
FASHION

For Millennial Women, Spending On Experiences is
Priority
45%
S ay t h e i r b i g g e s t
p u r c h a s e o v e r l a s t 1 2
m o n t h s w a s o n
E x p e r i e n c e s
54% 72%
S ay t h e i r b i g g e s t
p u r c h a s e i n t h e n ex t 1 2
m o n t h s w i l l b e o n
E x p e r i e n c e s
S a y s p e n d i n g m o n e y o n
E x p e r i e n c e s m a ke s t h e m
t h e h a p p i e s t

Monthly Expenditures: Brand Categories Millennial Women Spend Most on Each
Month That Are Not Necessities (e.g. housing, groceries)
0 20 40 60 80 100
Food & Beverage
Health & Wellness
Fashion & Beauty
Entertainment
Travel
Home Decor / Repair
Technology
80%
49%
45%
25%
22%
18%
10%

Debunking the Millennial Loyalty Myth: Millennial Women Are
Brand Loyal
88%
B e l o n g t o a b r a n d l o ya l t y
p r o g r a m
61% Food & Beverage
59% Cosmetics
58% Travel
53% Fashion
44% Hotels
Top Loyalty Programs by Category:
81%
S p e n d l e s s t h a n $ 2 5 0 a
m o n t h o n t h e i r f a v o r i t e
b r a n d s
1 5 % s p e n d $ 2 5 0 - $ 5 0 0 a
m o n t h o n t h e i r f a v o r i t e
b r a n d s

Millennial Women & Charitable Giving
53%
O f M i l l e n n i a l w o m e n
s p e n d $ 2 5 0 o r m o r e i n
c h a r i t a b l e g i v i n g e a c h
y e a r
0-$99: 43%
$250-$499: 33%
$500-$1499: 14%
$1500 or more: 7%
Other: 3%
How much do you spend a year in
charitable giving?

2
6
WHY DO
MILLENNIAL
WOMEN BUY?
Influences that
impact purchase
decisions

Millennial Women Are Price-Conscious & Purpose-Driven
Consumers
88%
A g r e e p r i c e i s t o p
i n f l u e n c e o n t h e i r
p u r c h a s e d e c i s i o n s
84%
S a y c u s t o m e r r a t i n g s a n d
r e v i e w s i n f l u e n c e t h e i r
57%
S a y a b r a n d ’s v a l u e s a n d
s t a n c e o n i s s u e s t h e y
c a r e a b o u t i n f l u e n c e s
p u r c h a s e d e c i s i o n

Top Influences on Purchase Decision-Making
0 22.5 45 67.5 90 112.5
Price
Customer Ratings & Reviews
Overall Value
Recomendations From Family/Friends
Brand's Values & Stance on Issues
Grew Up with Brand
Brand's Sustainability Practices
Brand Represents Diversity
Word of Mouth
Influencers & Instagrammers
Brand is Active on Social Media
944
87%
83%
75%
60%
59%
47%
45%
42%
32%
24%
13%

Brands That Represent Diversity Have a Greater Opportunity
to Capture Millennial Women
81%
A g r e e d i v e r s i t y a n d
r e p r e s e n t a t i o n i n b r a n d s
i n f l u e n c e s p u r c h a s e
d e c i s i o n s
34%
A g r e e t h a t d i v e r s i t y &
r e p r e s e n t a t i o n i n b r a n d s
“g r e a t l y ” i n f l u e n c e s

A brand’s sustainability practices influencers purchase decisions
83%
C l a i m t h a t a b r a n d ’s
s u s t a i n a b i l i t y p r a c t i c e s
D O i n f l u e n c e p u r c h a s e
d e c i s i o n s
To what degree does a brand’s sustainability
practices influence your purchase decisions?
Somewhat: 56%
It greatly does: 27%
Insignificantly: 13%
It does not: 8%

It’s True: Influencers & Instagram Win with Millennial
Women
62%
O f M i l l e n n i a l w o m e n s a y
t h e y h a v e t r i e d a b r a n d
r e c o m m e n d e d b y
i n f l u e n c e r s
71%
o f M i l l e n n i a l w o m e n s a y
t h e y i n t e r a c t m o s t w i t h
b r a n d s o n I n s t a g r a m
40% of Millennial women follow the founder or someone
affiliated with their favorite brands on social media

71%41% of Millennial women know who the founder of
their favorite brands are.
47%know their favorite brand’s “origin story.”
Brand Storytelling Makes an Impact

How Do Millennial Women Discover New Brands? Content &
Conversation
0 17.5 35 52.5 70 87.5
Social Media Posts
Word of Mouth
Articles / Online Content
Internet Search
Online Advertising
Influencers
Brick & Mortar Signage
Product Placement
67%
60%
56%
45%
43%
42%
26%
22%

“Life Changing” Products Hit A Personal Note
Health &
Wellness
# 1 p ro d u c t c a t e g o r y f ro m
w h i c h a p u r c h a s e
“ s i g n i f i c a n t l y i m p ro v e d ”
t h e i r l i v e s
Technology
t h e i r l i v e s
Beauty
t h e i r l i v e s

Millennial Women feel more brands and companies are designing
products with them in mind, and listening and responding to their
needs.
81%
o f M i l l e n n i a l Wo m e n
a g r e e m o r e a r e d e s i g n i n g
p r o d u c t s w i t h t h e i r
n e e d s i n m i n d
70%
O f M i l l e n n i a l w o m e n
a g r e e t h a t b r a n d s a r e
l i s t e n i n g & r e s p o n d i n g t o
t h e i r n e e d s

Express is the style source for fashion-forward young women and men, for
everything from first job interviews to weekend parties. They believe in living
for the moment, dressing for the moment and having a strong individual style.

My brand choices speak
to who I am
Brands that don’t respect my
values don’t get my business
I have a young family
and we are looking to
purchase a home
I am a researching fanatic
I have arrived in my career
Q & A
with Patrice Croci
VP, Marketing
Express
I spend money on things that
make me happy
I work hard to get what I want

JUNE 11-13, 2018
NEW ORLEANS, LA
merkleinc.com/summit

Upcoming Webinars
Visit www.merkleinc.com for more information and to register.
• The Value of Blending Email Marketing & Addressable
Advertising
Wednesday, May 16 at 1pm ET

Thank You
Download the full report at
merkleinc.com/millennialwomen

Watch the full
‘What Millennial Women Want
and How to Reach Them’
Webinar on merkleinc.com

What Millenial Women Want and How to Reach Them

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