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Teenage Girls: Who are they?


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A study on teenage girls in the 21st century and how to market to them.

Published in: Marketing
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Teenage Girls: Who are they?

  2. 2. She’s an early adopter and her brand preferences aren't yet firmly defined. Girls her age made up 7% of the US population in 2012 (US CB). That’s 21 million people by the way. Just in the US. In 2007,15-17-year-olds from the US generated an average annual income of $4,023 (Packaged Facts). There’s a 29% chance that she lives in a home where household income is $100,000 or higher (Nielsen 2013). According to research, she’s more likely to pass products down to her parents, than the other way around. WHY SHE MATTERS “The difference with today's teenagers, is that they're not listening to what the media and older generations are telling them is cool. While older millennials looked to television shows like MTV's Total Request Live to tell them what was in style, today's teens are discovering trends and deciding for themselves”
  3. 3. SO WHO IS SHE?
  4. 4. SHE’S FAST PACED AND STRESSED…BUT WOULDN’T HAVE IT ANY OTHER WAY. Not a moment is wasted, from waking in the morning to sleeping at night. The future is bright, but it can wait. She can only live in the moment, and the moment ought to be fun. She knows that she’s freer than any teenage girl in history, and she takes full advantage. She’ll always find the time for her school work, social life, family and passions. Sleep is the only negotiable. Only 7.6% get the recommended amount of sleep (JoAH 2009). “You’re constantly on the move: going to school, extra curricular activities, concerts, parties etc. But I wouldn’t want my life any other way" A TEENAGE GIRL TODAY - WHO IS SHE?
  5. 5. SHE’S AUTHENTIC. She’s honest and expects the same from her: friends family role models brands (that’s you!) Amongst a generation of whistleblowers, she’s skeptical about institutions and values the truth. A child borne of the Information Age, she knows it’s just a mouse click away. In fact 92% of teens use the internet daily (Pew 2015) “Telling the truth is a key thing for relationships and for convincing people to be able to count on you and trust what you say” A TEENAGE GIRL TODAY - WHO IS SHE?
  6. 6. SHE EXPRESSES HERSELF. Unlike the apathetic teenagers of yesteryear, she knows it’s cool to be passionate. She values her individualism and believes creativity is a fundamental part of it. She’s in touch with her emotional side, and confident in expressing it, in anyway possible. From Facebook and Twitter, to writing and singing. 93% of teens write for their own pleasure (Pew 2008). With so much just a mouse click away, she knows where to be inspired. “Being creative is a huge part of my life. It’s an outlet for everything you keep inside of you - to be let out” A TEENAGE GIRL TODAY - WHO IS SHE?
  7. 7. SHE’S MISUNDERSTOOD. She feels like she’s growing up too fast. Although she loves her family, it’s only her friends who truly understand her. She enjoys the new freedom and responsibilities, but longs to be trusted. She’s frustrated with the stereotypes that call her loud, lazy and ignorant. She believes that teenagers are kind, helpful, friendly and respectful. The top wish among all girls is for their parents to communicate better with them, which includes more frequent and open conversations about what is happening in their own lives (Dove 2014). “One day I'm allowed to act like a kid and the next I'm being scolded for not acting like a young lady! I guess I'm just surprised that there was no slow transition” A TEENAGE GIRL TODAY - WHO IS SHE?
  8. 8. SHE’S A NON-CONFORMIST, LIKE ALL THE OTHER NON- CONFORMISTS. She values her uniqueness and her style is an extension of her personality. Although her choice of brands is limited to those her peer group approve of. She finds visible brand names overly materialistic. Style and quality take priority. Constantly in touch with her friends and the media, she’s image conscious and feels increasingly under pressure to look the right way and use the trendiest products. Between ages 14-16, 51% of girls are unhappy in their appearance. Over 70% say this is because of the harsh judgement of celebrities in the media. (GirlGuiding, 2013) “I love being myself. If people don't like me for me, then who cares! As long as I’ve got people like me around me, then i'm perfect! A TEENAGE GIRL TODAY - WHO IS SHE?
  10. 10. BE ENGAGING. The teenage girls of today will stop for nobody, and that includes your brand. To get their attention, your advertising needs to make them stop, take notice and then ensure they don’t forget you. Be bold. Be edgy. Be engaging. AVOID BEING A WALLFLOWER, BEING FORGETTABLE, BLENDING IN WHAT DOES THIS MEAN FOR YOUR BRAND?
  11. 11. BE HONEST. Teenage girls have a keen nose for bullshit and these days, word spreads fast. If you claim to be something, then you sure as hell better be it. AVOID LYING, BEING CAUGHT LYING WHAT DOES THIS MEAN FOR YOUR BRAND?
  12. 12. BE CUSTOMISABLE. Although they may long to feel accepted, today’s teenage girls also love to express their personalities. But the rebels of prior generations, they are not. Don’t radicalise, customise. AVOID BRINGING BACK THE PUNK MOVEMENT WHAT DOES THIS MEAN FOR YOUR BRAND?
  13. 13. BE ONE OF THE GANG. Their friends know they’re kind, genuine and that their personal struggles are just as serious as anybody’s. Belittle teenage girls at your peril. Bonus: Teenage girls do their own shopping. Sell to them, not their parents. AVOID BEING A PARENT, PATRONISING, STEREOTYPING WHAT DOES THIS MEAN FOR YOUR BRAND?
  14. 14. THANK YOU