What are the biggest passions driving Millennial females right now? We asked.
It’s not news that Millennial females are a unique audience. They are a generation of women more educated than their male counterparts, beginning to even out the wage gap, and bringing a different set of expectations to the brands they buy, and the media they consume. They are without a doubt a powerful group of consumers, regardless of their life stage. Teen girls, highly connected to online communities, have the power to get major brands to make major changes. Older Millennial females are getting married and starting families, shifting both institutions, and influencing the brands that cater to them. Across age groups, they’re fueling social movements and trends. Knowing their passions is key to understanding them, and communicating authentically to them. Luckily, we asked them exactly what those passions are, right now.
We surveyed a nationally representative sample of females 13-33-years-old to find out what they are most passionate about right now. Here are their top 20 responses:
One out of five Millennial women surveyed named music as one of her biggest current passions. Of course, music has been a passion for young consumers for generations, but Millennial females are interacting with music, and musicians, in drastically different ways that arguably make it an even larger driver for them. They feel an ownership over music thanks to the technology that allows them to carry their entire music collection with them at all times, and they have unprecedented access to artists.
Music is a passion point for all Millennials, but teens might be the most invested. The same Common Sense Media that found the average American teen is spending 9 hours a day with entertainment media also found that their positive feelings about music are stronger than those they have about visual content or social: 73% said they enjoy listening to music a lot, versus 45% who say the same about watching TV, and 36% who say they enjoy using social media a lot.
It should come as no surprise that these members of the foodie generation have food trailing closely behind music on their top passions list, and rank cooking/baking above beauty. The lesson here? Food is not just a social media trend for Millennial females. It is a real interest, and something that evokes strong emotions for them.
Fitness ranked at number three on the list, and we’ve been tracking the rise of that passion for some time. Millennial females’ health-consciousness has spun out into a new realm. Workout gear has infiltrated the fashion world where athleisure is on fire. Fitness queens have taken over Instagram, where hashtags like #fitspo and #belfie connect communities of young fitness enthusiasts, and accompany endless images of six packs and spandex clad booties. Exercise plans have become almost cult movements, and in our Q1 trend report, we found that 25% of females 13-32-years-old follow a “fitness guru” on social media. For Millennial women, fitness isn’t just about working up a sweat anymore. It’s a culture, and it’s gone glam.
Beyond the top three passions, the list is a diverse range of interests, ranging from work and school to travel and gaming. How can your brand feed, support, and spotlight one of Millennial females’ biggest passions?