Center for Information & Research on Civic Learning & Engagement

It seems like such a simple question and one that people have been asking each other since the beginning of time. There is still no formal consensus, and I certainly won’t attempt to answer it today. What I do want to share with you is new data specific to Millennial women and what they want, which may just surprise you.

Redefining Success

A recent survey of women from around the world found that there has been an overall “generational shift” in life priorities that redefine the concepts of success and life milestones. Conducted by Levi’s^®, the survey found that almost all 1,000 respondents (96%) listed “being independent” as the most important life goal for them. Moreover, 87% of them defined success as “being able to shape their future.”

In addition, study participants responded that more traditional ideals and goals important to previous generations are most assuredly not as important to them. When identifying which life goals are important to achieving personal success, 68% selected motherhood and 50% chose marriage (participants could select multiple options). As for wealth defining one’s success, that milestone resonated with only 43% of respondents. Given the current economic state, unemployment rate and overall period of uncertainty, it’s no wonder responses were focused on breaking the traditional molds of success and independence.

The researchers concluded that, “Millennial women [are not only] reshaping what success looks like, they’re changing the way they reach their goals as well. More than half (58%) of women worldwide ‘do not have a definite plan to achieve their long-term goals.’ This lack of a ‘life plan’ is precisely what Millennial women seem to relish—and perhaps what makes previous generations so nervous, leading to accusations of extending childhood into their twenties.”

Back to the Future?

The findings reinforce much of the same data that helped spur the creation of Social Citizens several years ago. In 2006, the Center for Information & Research on Civic Learning & Engagement (CIRCLE) at the University of Maryland conducted a study on youth demographics that arrived at many of the same conclusions we are finding today. Among the many parallels to the Levi’s study, the CIRCLE report noted that young adults are less likely to be married and more likely to be unemployed. Sounds a bit familiar, doesn’t it?

Reflecting on these overarching similarities among study findings, it leaves me to wonder if anything has changed over the last few years. As time has passed, how do these studies reflect the evolution and maturation of the Millennial generation? Will the findings be any different five or 10 years from now?

What Millennial Women Want Now

Millennials distinguish themselves from previous generations in several ways, one of which is their cause lifestyle. The Millennial generation represents a youth that is “infused with giving and volunteering, eventually complemented by careers dedicated to causes.” 

This is very much the case for women, and in particular, Millennial women:

• The Women’s Philanthropy Institute at the Center on Philanthropy at Indiana University Researchers concluded in its Women Give 2010 research that, "Women have been an overlooked or untapped resource to fund social change." When it comes to giving at least, “Women across nearly every income category give significantly more than their male counterparts – in many cases, nearly twice as much,” notes Debra J. Mesch, Ph.D., director of the Women’s Philanthropy Institute.

• A recent Reuters survey noted that, “Most young women believe they will achieve a balance between a rewarding career and a fulfilling personal life.” 

What's to Come

Levi’s found a creative way to use this research and tap into this younger generation’s journey to success with a new portal called Shape What’s to Come. The online community is designed to empower women—primarily ages 21 to 29—from around the world and from all walks of life. The platform offers like-minded women the opportunity to exchange ideas, find inspiration from others and learn about everything from art and fashion to social entrepreneurship and education.

The community also features several extraordinary Millennial women who serve as ambassadors for the program and regularly post entertaining, engaging and inspiring stories. In addition, the community includes several high profile personalities, including Janelle Monae and Zooey Deschanel. “[Young women] are… fiercely independent. Which I think is pretty cool. But they still see the value of coming together. Which I think is even cooler,” writes Mary Alderete, Vice President of Levi’s Global Women’s Marketing.

Shape What’s to Come is just one example of how a company was able to utilize this research on Millennials. While it's certainly not the first to focus specifically on this generation, it will be interesting to see how the program develops over time. One benchmark I'll be looking at in the coming months is whether or not sales, consumer loyalty and brand awareness among Millennials are at all impacted.

What other notable marketing campaigns are there, and what do you think these campaigns are doing right or wrong when it comes to reaching Millennials?  How can other sectors integrate and leverage this research to better communicate their messages?