MERCADEO Versión en español
CafeMedia study: Millennial women live life on their own terms with a pragmatic approach
Manuela Walfenzao| 22 de febrero de 2016
84% de las mujeres millennial no siente miedo de tomar un camino distinto al de sus amigos
The Kaleidoscope Generation study of CafeMedia, regarding millennial women surveyed 3,000 women, including 900 Latina millennials, to explore in depth the consumption habits of one of the most complex generations. Among the main findings are the independent and fearless character of the millennial women. Unlike other generations that focus on traditional standards for success, these women consider that to achieve fulfillment they must follow their passions and personal experiences. “Rather than painting a monolithic picture of the 37 million millennial women in the U.S., we wanted to unpack the vast differences between millennials” explained Rachel Parkin, CafeMedia SVP of Strategy & Insights. “We compared moms to women without children, multi-cultural Latinas and African Americans to a general market audience, and much more. There are so many different layers to millennial women that the picture shifts every way you look at it, which is why we named the study The Kaleidoscope Generation.” The study shows that 84% of millennial women aren’t afraid to chart a different course from their friends. 61% said that they enjoy their work as one of the three most important aspects of career, more than compensation, benefits or any other aspect. Only 35% would prefer to spend money on something material over an experience. 87% like to be well-organized and follow a routine, and 82% are putting a lot of effort into achieving their goals.
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