PMG Digital Made for Humans

How Brands Can Engage Young Female Audiences

3 MINUTE READ | July 24, 2018

How Brands Can Engage Young Female Audiences

Author's headshot

Emily Denney

Emily Denney has written this article. More details coming soon.

Segmenting audiences helps a brand craft strategy and construct messaging. Different groups, whether based on demographics or purchase behavior (or something else entirely), identify with and respond to different types of communication. For this example, let’s focus on young women.

Women make up just over half of the adult population, and control 60% of personal wealth in the US and drive 85% of all consumer purchases. Those significant statistics beg an even bigger question: How can brands best engage with women?

While the answer isn’t simple, below are a few tips to make it more manageable.

Although they are sometimes lumped together, GenZers and Millennials are completely different generations.

Members of GenZ care about most about “feeling like they know the brand or the person behind the camera. They don’t want to feel marketed to — they want to feel like they’re part of something.”

Millennials are harder to reach and less trusting, with only 1% noting being influenced by ads. They’re “naturally skeptical of advertising. They think it’s all spin, so they don’t bother paying attention.”

That said, there are similarities between the two groups:

  • Both demand authenticity and are digitally-savvy

  • Both appreciate quality and report personal influences on spending habits

  • Both value self-empowerment, identifying beauty and fashion as categories for investment purchases

So how can brands act on this? Simply put: Embrace transparency. Empower women and celebrate what makes them unique.

It’s important for brands to communicate with women rather than talk at them. In other words, ask questions and encourage input. How? Get visual. Get conversational. Get personal. Get real.

“For so many decades, the conventional wisdom was advertising is about mythmaking… [but] the world is rapidly evolving to the place where great stories are about truth telling instead of mythmaking.”

– Andréa Mallard, Athleta CMO

Most women shop around before making a purchase. They want to know what separates one brand’s product from another’s and care about information related to warranties, etc. These details are important and influence decision making.

So how do brands know when and where to reach women with these details?

The BEM approach helps brands act on the softer data points that often inform decision making by looking at the following:

  • Behaviors that demonstrate an interest in a product

  • Emotions that express openness to a brand’s message

  • Moments that spark relevance of a brand and its products

Stay in touch

Bringing news to you

Subscribe to our newsletter

By clicking and subscribing, you agree to our Terms of Service and Privacy Policy

Women have great buying, spending, and influencing power. While they aren’t all the same, most want the truth and care about the details. It’s essential that brands that are aiming to reach women understand what women care about and how they communicate.

Related Content

thumbnail image

Company NewsPMG Culture

We’ve Acquired UK-Based RocketMill, Accelerating Our Growth into Europe

3 MINUTES READ | December 13, 2023

thumbnail image

Consumer TrendsSEO & Paid SearchSocial MediaProgrammatic AdvertisingStreaming & VideoPlatforms & Media

The News & Trends Impacting Retailers in the Lead-Up to Cyber Week

4 MINUTES READ | November 16, 2023

thumbnail image

Company NewsDigital MarketingProgrammatic Advertising

Mary O’Brien to Speak at Digiday Programmatic Marketing Summit

2 MINUTES READ | November 6, 2023

thumbnail image

SEO & Paid SearchPlatforms & MediaDigital Marketing

Retail Brands Won More SERP Real Estate, But Likely Fewer Clicks in Google's August Core Update

6 MINUTES READ | October 25, 2023

thumbnail image

Consumer TrendsSocial MediaAI & MarketingStreaming & VideoPlatforms & MediaDigital Marketing

Takeaways from Advertising Week New York 2023

4 MINUTES READ | October 20, 2023

thumbnail image

Consumer TrendsDigital Marketing

PMG’s 2023 Holiday Shopping Outlook

4 MINUTES READ | October 9, 2023

thumbnail image

Company NewsDigital Marketing

PMG Acquires Camelot Strategic Marketing & Media

3 MINUTES READ | October 3, 2023

thumbnail image

AlliAI & MarketingCompany NewsDigital Marketing

Ready to Transform Your Data into Insights? Just Ask Alli.

4 MINUTES READ | September 29, 2023

thumbnail image

Social MediaPlatforms & Media

TikTok Shop Launches in U.S.

3 MINUTES READ | September 15, 2023

thumbnail image

Programmatic AdvertisingDigital MarketingCompany News

PMG’s Courtney Ou to Speak at AdExchanger Programmatic I/O

2 MINUTES READ | September 14, 2023

thumbnail image

SEO & Paid SearchAI & MarketingB2B Marketing

The Top Takeaways for SEOs & Marketers from MozCon 2023

5 MINUTES READ | September 12, 2023

thumbnail image

Platforms & Media

Preparing for Apple’s iOS 17 & Link Tracking Protection

4 MINUTES READ | September 11, 2023