Creativitea final report by Amanda Churchill

Millennial Women

Amanda Churchill Mariam Gonzalez Casey Mclean Katie Wigle Haylee Tuason

Table of Contents: Background Secondary Research ………………………………………………………… 2 A Snapshot of the Millennial Woman ……………………………………………………. 10 Introduction for Qualitative Research ……………………………………………………. 11 Research Problem Statement ………………………………………………………………11 Concepts of Interest Table …………………………………………………………………12 Research Sample Description …………………………………………………………….. 13 Qualitative Research Findings …………………………………………………………….. 13 References………………………………………………………………………………….. 20 Discussion …………………………………………………………………………………. 21 Appendix …………………………………………………………………………………... 23 Recruitment Screener ……………………………………………………………………… 24 Informed Consent Agreement ……………………………………………………………... 25 Discussion Guide for Focus Group ……………………………………………………….... 26 Transcript from Focus Group ………………………………………………………………. 28

Background Secondary Research: Our research challenge is to investigate who Millennial women are as consumers. To investigate this further, we first gathered secondary research on their values and aspirations, lifestyles and behaviors. Then, we analyzed the research found in order to gain a better initial understanding of the cohort and create a narrative as to who the Millennial woman is. This cohort specifically is crucial in regards to purchasing power and brand influencing, as they make up approximately half of the 60 million Millennials that populate the United States. Furthermore, Millennial women account for more than two-thirds of product consumption in the US. With this research, companies and brands will be able to pinpoint how to interact and directly market to Millennial women.

Growing Up and Exponentially When you think of women Millennials, you may ask what distinctively describes them. These women make up about half of the 60 million Millennials in the U.S. They are between ages 16 to 33, born between the years 1982 to 2000, and are a more ethnically diverse portion of the generation (Huhman, 2014). These women are attempting to thrive by having a well-rounded lifestyle. They are highly ambitious, educated, optimistic, and dedicated. Women Millennials flourish when inspired and are drawn to visual designs, and stylish looks (Brennan, 2013). They are brand influencers and like to be included in the conversation. They value their relationships and seek out those brands that allow them to connect with each other (Fromm, 2013). They are interested in building age elasticity for brands, this meaning that they want to make sure that they form lifelong relationships with the brands they engage with that adapt to their needs throughout their lifetime. These women are confident in their abilities to merge their work and normal life. They have high hopes of what they will be paid, since there are such high expectations for their quality of work (Brennan, 2013). This group of Millennials are a concentrated target amongst marketers and are definitely a force to be reckoned with.

Social Butterflies: Although online shopping has become increasingly popular over the last two years (Mintel, 2016), Millennial women oftentimes opt to shop in traditional brick and mortar stores. Studies show that 36% of Millennial women enjoy shopping for clothing in brick and mortar stores versus 23% of all women outside the Millennial cohort (Mintel, 2015). In general, Millennials crave social experiences with their peers; this falls accordingly with the research in the sense that women Millennials view shopping in brick and mortar stores as a social experience and an opportunity to connect with their peers, rather than shopping online by themselves. Educated and In Control Millennial women are an incredibly educated group as a whole. Studies show Millennial women are more likely to have a higher education than Millennial men, and this gap is larger than it is between men and women overall. Women aged 25-34 are 36.3% likely to earn a bachelor’s degree in college or higher, compared to Millennial men who are 28.3% likely (IWPR, 2015). This shows that there is a large presence of educated Millennial women. They are graduating from college, graduate school, and professional school at higher rates than men, as well as attending degree-granting postsecondary institutions at higher rates than Millennial men (Mintel, 2015). Additionally, Millennial women that are in college are considerably more involved with obtaining internships and joining student organizations, and less interested in going to parties and bars (Mintel, 2014). This research suggests that Millennial women are very career focused and future-driven.

Comparative to their forerunners, Millennial women are more self-confident than ever.

These women are not likely to look up to senior women as role models, as Millennial men typically do. They

are more likely to piece together admirable traits to form their own sense of identity; this creates a sense of “wanting it all” in Millennial women. Moreover, research shows that this group’s self-esteem and confidence are now equal to their male peers (Kelan, 2012, p. 54). It is important to note that Millennial women are the first generational group to do this. This proposes that Millennial women value individualism and autonomy over gender identification. The parameters of womanhood and femininity are being widened and redefined with this “girl-boss” attitude. Political Prowess The 2016 election has been said to be the election of the Millennial generation. Young Millennial women are not just practicing being active members in society by voting, but they are also found leaving their mark by working behind the scenes. Various statistics reveal that Millennial women care deeply about America, but have lost trust in powerful institutions to make the desired progressive change. Although studies have found that women are less cynical than men in regards to politics, a smaller percentage of women vote. Millennial women view community service (70%) to be a higher honor than running for office (31%). In support of the previous statement, Millennial women are also much more likely to be involved in community service (31%) than in a political or government group (7%). According to the Harvard Public Opinion Project, Millennial women care less about marijuana legalization (44% support) than student debt (57% major problem) or income inequality (52% major problem). Conclusions have been drawn that Millennial women are not trusting of government including local (33%) and state governments (34%) (Harvard Kennedy School, 2016). DIY Makeup Artists

Though Millennial women favor more egalitarian values, this does not mean that traditional “feminine” practices have been completely edged out. Millennial women are more inclined to have positive attitudes towards makeup and accessories, as well as personal grooming routines. In general, these women are more open to experimenting with different types of makeup and grooming products are willing to learn how to use accessories, like makeup brushes. This could be due to the rise in online makeup tutorial videos and Instagram accounts that feature makeup artists, products, and applications. There is still a barrier as far as Millennial women not knowing how to use makeup and specific accessories for application, but this gap is being bridged with online tutorial videos from makeup gurus (Mintel, 2015). Brands like Real Techniques are very popular with the Millennial market for this reason. As a brand that has established itself as an online entity, its point of differentiation from other brands is that they “provide info in a fun, palatable, and easy to access way,” typically through online video formats and instructions (Mintel, 2015). When purchasing makeup products, these women are not only concerned about their own future, but the future of their environment; they are very concerned about eco-friendliness and sustainable materials. Brands that center themselves on these ideals, like Eco-Tools, are generally successful with this cohort (Mintel, 2015). Furthermore, Millennial women give heavy consideration to price when purchasing these products. Price was categorized as a huge influencing factor in regards to consumption of makeup brushes and accessories. According to statistics, 63% of the 18-24 age group ranked the price point as the most influential factor as opposed to the 51% belonging to the 35-44 age group (Mintel, 2015). The brand e.l.f. is very popular with Millennial women, as this brand’s most notable value is affordability (Mintel, 2015). Interactive and Influential

As stated earlier, Millennial women account for half of their generation’s population. If this wasn’t convincing enough in regards to their purchasing power in the consumer market, take note of this: Millennial women account for 85% of all consumer purchases in the United States (Forbes, 2013). Aside from the fact they are big consumers, they are also incredibly influential when it comes to brands interacting with them. Millennial women aren’t as easily persuaded by traditional advertising. They much prefer advertising that entertains “without feeling like an ad,” (Mintel, 2016). Studies show that 51% of Millennial women prefer this form of “advertainment”, as opposed to the 39% of Millennial men that prefer this stylet. This specific form is being utilized by brands like Kate Spade and Ann Taylor Loft. They are also interested in ads that portray real people with flaws, much like the Dove “Real Beauty” campaign. This makes them feel more empathetic and trusting towards specific brands. These women are looking for authenticity in their purchases; this allows them to connect with the brands that offer this type of empathy as well as other women that share their values. They want something more than a product. They want connections that they can share not only with their peers, but with their future generations. Companies like Clif Bar have modeled their campaigns after this attitude for products, like the Z Bars that are products positioned towards children (FutureCast, 2015). Moreover, Millennial women want their opinions to be voiced out and heard through their brands. According to studies, 67% of Millennial women reported that they want their brands and advertisements to make them feel like “the hero” rather than the brand itself (Campaign Live, 2014). They crave complexity and understanding through the brands they interact with. They want a personal relationship with brands and to be inspired by them.

Employed and Paid, but Less Than Men Millennial women’s income and financial stability is on average lower than their male counterparts as well as those in older generations. According to the Institute for Women’s Policy Research, “More than one in five Millennial women (22.4 percent) lives below the poverty line, compared with one in six (16.8 percent) Millennial men" (IWPR, 2015) with a contributing factor being that Millennial women are now of childbearing age, and a major portion of their funds are directed towards supporting their children. This reasoning contributes to the fact that Millennial women’s poverty rate is slightly higher compared to Millennial men. Student debt is also a source of financial instability within Millennial women. Millennial women tend to also have slightly higher student debts than their male Millennial counterparts, which is roughly $29,452 for women compared to $26,181 for men in a study that focused on the undergraduate debt after one year after graduating for students with children (IWPR, 2015). There is a larger presence of Millennial men in the workforce, with 73.1%, compared to Millennial women, with only 67.8% (IWPR, 2015). The Millennial generation is more prone to unemployment compared to other generations. As a whole, Millennial women are on average, higher educated, with less income and more unemployed compared to other generations as well as compared to Millennial men. One Track-Mind When you hear about “dating culture,” you typically think of Millennials. The term “dating culture” refers to when Millennials don’t find the need to have a serious relationship and prefer casual hookups. Traditionally, women would expect to be courted by a man and eventually go on a series of dates. These dates did not consist of “Netflix and Chill” or Facetiming. Traditional dates were when a male would take out a female out to a nice place, where they would be able to have a conversation and get to know each other. Nowadays,

Millennials communicate through text messaging and several social platforms. When a woman went on a date, she would have the mindset of possibly being in a relationship with her date. However, the expectations of Millennial women have changed. Millennial women are impressed by men just replying to a text on time. Even then, everything is still very casual and long-term relationships are scarce. Today, everything is kept casual, Millennial women like to keep their options open. Online dating service have become more acceptable during the Millennial age. There are so many options of people aiming for the same thing (Williams, 2013). Traditional dating is becoming obsolete as social media platforms become stronger. The main purpose of a traditional date is to get to know the other person. With social media, people are able to know everything about a person by just looking at their profile (Williams, 2013). It was often normal for women to finish college and get married and have children. Some women would even get married after high school. There is now a higher number of Millennial women enrolling and graduating from college, ready to start their careers (Mica, 2013). Millennial women are moving away from “the expectation of marriage and family and the ability to explore new possibilities at later ages in life” (Mica, 2013). Millennial women no longer want to start a family right after college. This specific group is choosing to postpone marriage longer than previous women cohorts (Pew Research Center, 2014). Women aren’t just for looking after the home anymore. Today, women are seeking careers for themselves before considering settling down and having a family. Millennial women are also becoming accustomed to multitasking. Who says they can’t have it all? When it is time for women to settle down and have a family, this doesn’t mean they stop the career they have been building toward. Millennial women are struggling to find a balance between family and career. Although, they will work hard to avoid sacrificing one for the other (Claps, 2010).

A Snapshot of the Millennial Woman: Based off of our research, the Millennial woman embraces and defines the “Girl Boss” personality type. She has characteristics and values that include being empowered, social, educated, and influential in society. In her early to mid-twenties, the “Girl Boss” Millennial woman has a good mix of both older and younger generational views that help make up her specific attitudes. This includes their distinct strive for independence, as she is college educated and ready to enter the workforce. She feels that she is in control of making her own decisions, and loves feeling autonomous over her own life. Since our research showed that it is much more difficult for Millennial women to break into the workforce, a common career path for a Girl Boss that plays

off of her educated and empowered qualities is to create their own businesses where they can merge their passions and skills; she is entrepreneurial by nature. A “Girl Boss” Millennial woman is influential as a consumer, as she plays a large part in communicating with brands and voicing her opinions. Juggling education, future career goals, and a thriving social life is the norm for a Millennial woman, especially since they are very savvy with technology and social media.

Introduction for Qualitative Research:

Millennial women make up a large cohort in regards to purchasing power and influencing brands. Previous secondary research that we conducted came back with information that is vital in understanding this cohort more definitively. In order to find more rich information on the Millennial women cohort, for our research, we utilized a focus group method for data collection in primary research. This entailed interviewing one focus group of 6 Millennial women in order to obtain information as to better understand Millennial women’s values, aspirations, lifestyles, and behaviors. Our goal was to get more in touch of who these women are and what they see of life as a part of the Millennial category. The purpose of the conducted focus group study is to understand who Millennial women are as consumers. The focus groups allows us to see a more personal basis of how our participants respond to the questions asked. It allows them to be in a safe, and private environment where they are free to express themselves and their views openly. Our focus was to get a natural conversation going with participants while asking questions in order to make sure we are getting honest, unbiased responses. The discussion lasted approximately one hour and was facilitated by two moderators throughout its duration as a means to encourage discussion between the participants. The study was also audio recorded in order to be analyzed for common themes throughout the discussion.

Research Problem Statement: Our research challenge is to investigate who Millennial women are as consumers. In order to research this, we will be gathering primary research on their values and aspirations, lifestyles and behaviors, media usage, and their spending habits. This cohort is crucial in regards to purchasing power and brand influencing, as they make up approximately half of the 60 million Millennials that populate the United States. Furthermore, Millennial women account for more than two-thirds of product consumption in the US. With this research, companies and brands will be able to pinpoint how to interact and directly market to Millennial women.

Concepts of Interest Table: Concept:

Operationalized (defined) how:

Questions categories that illustrate the concept:

Media usage

Millennial women’s use of social media platforms in relation to their consumer behaviors. Social media platforms that are most often used and how.

1. Is there a specific reason you use social media? 2. Before purchasing anything, do you look up reviews online? Alternatively, do you leave reviews for products or businesses?

Spending habits and brand preferences

Millennial women’s preferred brands to purchase, brand loyalty, what brands they spend money on.

1. What attracts you to a brand initially? 2. What does it take for you to stay loyal to a brand or to continue to be a customer? 3. Do you prefer to shop in-store or online?

Values and aspirations

Future goals, viewpoints values including children and family. Overall, how Millennial women feel about success, faith, family, career and other areas of life.

1. The main concern for Millennial women 2. How this differs from the previous generation 3. What is your ideal you? 4. What things do you care most about? For what reasons?

Lifestyle

How they are living their lives in 1. Education, Career, Starting relation to education, career, a f amily, Social Life ranked in social life, and family. order of importance. 2. Was getting an education a personal decision or was it influenced by something else?

3. What does “a day in the life” look like for you?

Research Instruments:

For qualitative research, we used a recruitment screener, an informed consent agreement, and a discussion guide. The recruitment screener’s purpose was to set the criteria for the participants needed for the focus group. Upon completion of the recruitment screener, we sent out confirmation emails to the chosen participants, as well as a reminder email three days before the discussion’s official date. Participants were also messaged the day before the group meeting to confirm that they were still partaking in the focus group, as well as to remind them of the time and place of the discussion. The informed consent agreement was used to inform the participants of their rights and what to expect the day of the focus group. Each participant was provided their own copy of the informed consent agreement. Copies of these were kept on file for the final research report. A discussion guide was also used as a way to outline the discussion topics and questions that the moderators asked, as a means to facilitate the discussion.

Research Sample Description

For our research sample, we used a convenience sample comprised of 6 Millennial women aged 19-24 who currently attend the University of Florida.

Qualitative Research Findings: Our focus group was organized with our two moderators Casey and Katie asking the group of six Millennial women questions regarding the importance criteria previously stated. The focus group members were each given different names that corresponded with different colors so their identities would remain anonymous. Participants were either asked to shout out their answers or in some cases to write down their thoughts on a piece of paper before anyone answered Connected in Each Other’s Lives The focus group discussion started off with the question “What is your favorite social media platform to use and why”. Three out of the six participants stated that they enjoy using Snapchat the most for various reasons, including the fact that users can be selective as to whose Snapchat posts they want to view, that posts last a limited amount of time (as opposed to Facebook where posts must be manually deleted in

order to get rid of them), and that it gives you somewhat of a visual “snippet” of people’s lives. One participant, Grey, said that her favorite platform was Facebook and stated: I really like Facebook...I did my first two years of college in Jacksonville, but all of my friends were already in Gainesville, so we used Facebook and Messenger to stay connected and everything. I also have a long distance friend in Detroit and that’s how I, you know, can be part of her life, with, you know, the distance and with Snapchat, I just will go like several days without posting anything just ‘cause it slips my mind. Though she juxtaposed Snapchat and Facebook as social media platforms in her answer, her answer is quite similar to the other participants’ in the sense that they all like to feel a sense of connectivity to other people when using social media. Whether this sense of connectivity be shared with friends, family, or colleagues, it is sought out through social media and can be noted as an important aspect as to why Millennial women use social media platforms. When specifically asked why they use social media, a majority of the participants’ answers fell into this theme of connecting with others, or in other words, sharing pieces of their lives with others. One of the participants, Orange, is an exchange student from England, so staying updated with her friends’ and family’s lives and vice versa is an important aspect of using social media, as this allows her to maintain relationships, even across seas. Another member of the group, Magenta, stated, “I think the thing I value the most is seeing other people’s opinions on stuff and just kind of figuring out where everybody stands on certain issues and topics…” The notion of wanting to know other people’s opinions on certain issues further portrays the motif of Millennial women staying active on social media as a means to cultivate and preserve relationships as a whole. Although staying connected with peers and family is noted as an important aspect of social media, this theme does not exactly transfer as unanimously when putting it in the context of Millennial women interacting with brands and companies. When asked how likely they were to leave reviews for products or businesses, some participants claimed that they were not very likely. The overall tone of the participants’ answers indicated that leaving reviews was not something that is considered much when interacting with companies online. The Green participant stated: I just never really share anything... If like I really had a bad experience with a product—I’m a verbal person. I like communicating like, you know, face to face more than I do like online and stuff so if I really wanted to complain, I’d do it to a friend. This response, and the answers that were similar to it, reflect that Millennial women do not seem to take much interest in interacting with companies or brands via social media. It could be because the interactions with companies feel less authentic to the cohort as a whole. This can be inferred later in the discussion when campaigns that are meant to reach out to modern women are not seen as entirely effective or genuine. Additionally, the participant stated that they would be more inclined to voice their concerns either

face-to-face or to a friend in person. This also demonstrates that social media interaction with companies is not exactly as welcomed as interacting with friends and family to Millennial women. Authenticity in Campaigns

Transitioning from media usage habits, the focus group was asked how they feel about advertising campaigns, like Dove’s Real Beauty campaign, that portray a sense of “real” women with flaws. Across the board, it was a mutual feeling that these types of campaigns that target women specifically come across as a nice gesture, but ultimately insincere. One participant, Grey, expressed that these types of campaigns seem inauthentic because “their endgame is to get customers”; essentially, the heavy-handedness of inclusivity comes across as ineffective. When asked further how a for-profit organization could come across as authentic and inclusive for all types of women, Grey stated: I think just let it happen. Like, just have models who are different without being like, “Look! They’re different!” And initially, it’s going to always be like, yeah they’re different. But once it starts becoming commonplace and more companies start to do it, then it becomes the new norm within campaigning and advertising. Holistically, it can be inferred that Millennial women are apprehensive of advertising, especially campaigns that are specifically targeted to them. In order for campaigns to attain that intimate conversation with its modern women audience, they must not be so heavy-handed with how inclusive they are; it must simply just be treated as a normal happening. Independence From Parental Influence

The discussion then delved further into the influences that shape Millennial women. The focus group was asked to talk about their relationship with family and if their families influence their lives. Most participants agreed that their parents had an influence on their lives, but in a way that makes them want to shy away from the ideals that the previous generation try to instill in them. The notion of independence is one that was referenced throughout this portion of the discussion, and could be why Millennial women do not unanimously agree on being positively influenced by their parents. One participant, Grey, shared an anecdote in regards to making her own choices and becoming more independent: My dad wanted me to do a STEM major. He wanted me to go into a full univeristy right away, but I was like, well it’s kind of expensive. I could just get my Associates degree in like a year because I did all these classes in high school. I should just go to a local college...And it caused a huge thing,

he got so mad and it put a strain on a lot of things...and now he lives in California so that should kind of give you an idea of how much we talk so it’s like, they’re there, but um, distantly now.

The idea of being more independent from the choices that the previous generation made was one that most of the participants could agree on sharing. This does not necessarily mean that all Millennial women have negative relationships with their parents per se, but the juxtaposition between the previous generation’s ideals and Millennial ideals is enough to create a dichotomy that heavily influences Millennial women’s decisions, more so than the intended influence that their parents wish to have. Putting Family on Hold Participants were asked to rank education, career, starting a family, and social life in order of importance to them. A majority ranked starting a family last and career first. The dominant view was that a career is what they will be doing their whole lives, so it is something to be focused on more than family matters and homemaking. Participants felt that a career, an education, and a social life are things that get one further in life, whereas starting a family marks the closing of chapter in their lives. Essentially, starting a family can be put on hold until everything else is set in place. This sentiment was expressed by one participant: Career is literally what I’m going to be doing for the rest of my life so I really hope I enjoy that? And that if I don’t get a great education, I’m not gonna be able to make it there...and I feel like if you don’t have a social life, no matter how great everything else is, you’re not gonna be that happy and then like, I’m the youngest in my family, so there’s always that joke about like, “Oh you’re next to get married and have a kid.” I’m literally 19 so shut up and that pushes me like just so much further from wanting any child in my life like I have my nieces and nephews and I’m fine so starting a family will probably be at the bottom of my list, till I’m like, very old. When asked if the participants thought the order of importance would change in the future, every participant agreed that starting a family would still be last. Having a solid education and career path is a value that is commonly prioritized before becoming a parent for these Millennial women. Ultimately, starting a family was not regarded as something that would lead to success or happiness, rather it is something to pursue after you achieve the set education and career goals. A View on Millennial Woman Participants largely viewed the “Millennial woman” persona to be one that is unattainable and embodies unrealistic expectations. The idea that Millennial women can “have it all” is one that seemed to overwhelm

the participants, especially when faced with modern issues regarding education, careers, families, and body image. A participant, Magenta, noted: I feel like it’s a weird, unattainable construct that like, you should be like Instagram famous and have this perfect body and this perfect life, and also be a STEM major, and Valedictorian, and I’m a doctor and have kids and they don’t get raised by a nanny, and like I’m vegan and I make my own blankets, like i just feel like it’s very...like, just like a spin off of a housewife. Like you need to be like a housewife and a businesswoman and like uh super hot and like, what’s hot nowadays? Like it literally changes every day. Not a real thing. The common feeling shared among the participants was that to be a Millennial woman means you are supposed to be well-rounded; the Millennial woman is supposed to be highly educated, have a thriving social life and trendy career path, and will eventually start a family. Ultimately, participants felt it was a term that does not resonate with them. The idea of the Millennial woman is too idealistic. Participants felt as though they each were a more realistic representation of a true Millennial woman. They expressed their desire to achieve success socially, academically and professionally, but most importantly, to find happiness.

Disscussion The purpose of this research was to understand who Millennial women are as consumers. Focus group research was done in order to obtain information as to better understand Millennial women’s values, aspirations, lifestyles, and behaviors. Participants in this study were college students who fit our demographic and identify themselves as Millennial women. We started off by finding out what types of social media they most identified with. Overall, Snaphat seem to be the most liked in terms of their selectivity as to whose Snapchat posts they want to view, that posts last a limited amount of time, and that it gives you somewhat of a visual “snippet” of people’s lives. They agreed that connectivity is what has drawn them to social media platforms and it is an important aspect to them as Millennial women. They take these mediums as a form to share a piece of their lives with others, while also being able to gain the perspective on other’s opinions on various issues and topics. This suggests that Millennial women are staying active on social media as a means to cultivate and preserve relationships as a whole. Though this feeling was mutually shared among the group, they still do not take much interest in interacting with companies or brands via social media. This is because they are more drawn to face-to-face interaction, or voicing their concerns to a friend. Participants stated that they associate advertising campaign that target women specifically come across as a nice gesture, but ultimately insincere. Campaigns like Dove’s Real Beauty campaign that portray a sense of “real” women with flaws are just to get to consumers and end up

seeming inauthentic. This shows that in order for ad campaign to appeal more to this modem of women they need to be treated more normally, and be less heavy handed on inclusivity. Participants tended to agree with the idea of being independent from choices made by the past generation. It is easier to create a dichotomy between ideals of the older generation and that of Millennial women, which influences their decisions. From this research we were able to see that their career is their main focus as Millennial women, putting family last. They believe that their long-term career is more important to be focusing on than starting a family and becoming homemakers. Career, education, and social life are the top, current priorities in life according to these women, stating that family is the ending chapter since it is not something that will lead them to success. They believe the persona of “Millennial women” has unrealistic expectations and is too idealistic. To them it is practically unattainable, and it overwhelmed participants to think that Millennial women should “have it all” especially faced with modern issues. In order for markets to be able to successfully reach Millennial women they need to take all of these factors into account. These women are career focused and plan on having a successful future. They want a sense of realness to come from advertising campaigns that don’t seem inauthentic. They want consumer to company interactions to be more personal and targeted to them as individuals, rather than just their cohort. These types of women live in this world of connectivity, which they enjoy and practice using social media. Ultimately, they want to be treated as individuals and taken out of this persona that has been constructed for them which is so hard to follow.

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Marketing to Millennials. (2016, May). Retrieved from http://academic.mintel.com/display/771426/?highlight Inspiring Millennial Women: Lessons From Clif Bar and Vanity Fair | Millennial Marketing. (2015, September). Retrieved October 03, 2016, from http://www.Millennialmarketing.com/2015/12/inspiring-Millennial-women-lessons-from-clif-bar-and-v anity-fair/ Lerner, M. (2015, November 7). Why brands still come up short with Millennial women. Retrieved October 03, 2016, from http://www.campaignlive.co.uk/article/1321005/why-brands-short-Millennial-women# Wright, M. (2014, June 19). 3 Profiles of Millennial, Female Consumers. Retrieved October 03, 2016, from http://www.whythisway.com/2014/06/female-Millennial-consumers/ Institute for Women’s Policy Research (2015) Retrieved from http://statusofwomendata.org/Millennials/ Mica, K. G. (2013). The New Professional: Millennial Generation Women and Post-Graduation Expectations (Unpublished master's thesis). California State University.

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Appendix: Proposed Timeline

Event ● Reserve location for focus group meeting October 21, 2016 ● Recruit at least 6 participants including name October 24, 2016 ● Send a reminder email to participants October 28, 2016 ● Reminder phone call to participants October 30, 2016 Focus Group: Organize and set up refreshments 10 minutes Introduction: Welcome and introduce group members Overview and ground rules Ice Breaker 5 minutes Discussion Questions Values and aspirations 10 minutes Behaviors and lifestyle 10 minutes Media usage 10 minutes Spending habits and brand preferences 10 minutes Clean Up 5 minutes Post-focus group analyzing Transcripts November 2, 2016 Data analyzing November 3, 2016 Focus Group Assignment Due November 7, 2016

Recruitment Screener

Hello my name is Mariam Gonzalez. I am interested in recruiting a few participants for our focus group study. We are trying to understand the lives of Millennial women. This discussion will last about one hour. Do you mind if I ask a few questions to see if you meet our criteria? 1. Are you between the ages of 19-24? - Yes or No 2. Are you currently employed? -Yes or No 3. Are you currently enrolled in a university/college? - Yes or No Based upon your answers, we would like to invite you to participate in our discussion about Millennial women’s lives. 4. Are you available to participate in the discussion on Thursday, November 3 or Friday, November 4 at 1:30 in the AHA! Lab at Weimer Hall? _____ We will e-mail you to confirm the discussion’s date, time, and location. Please, fill out your name and e-mail address and phone number. Name: _______________________________________ E-mail: ______________________________________ Phone number: _________________________________ Thank you very much for your time. We will be contacting you in the next few days and the day prior to the focus group to remind you of the time and location it is taking place. If you have any questions, you may contact me at:

Informed Consent Agreement Purpose of the research study: The purpose of this study is to examine who Millennial women are as consumers. What you will be asked to do in this study: If you choose to take part in this study, you will be asked to participate in a one hour discussion on your values, behaviors, and lifestyle as a Millennial woman. The group will be asked a series of questions by a moderator. During this time, you are expected to answer honestly and openly with other members of the group. Time Required: 1 hour Risks and Benefits: There are no direct risks or benefits that are associated with participating in the study. Compensation: Though there is no compensation for participating. Confidentiality: Your identity, which includes your name, email address or phone number, will be kept confidential to the extent provided by the law. All answers and opinions that are shared during the study will be kept private as well. Though the discussion will be audio recorded in order to create research transcripts and analysis, your name will not be registered with your answers given in the study or be included in any final reports. Voluntary Participation: Participation for this study is voluntary. There is no penalty for not participating. Right to withdraw from the study: You have the right to withdraw from the study at any point in time. There are no consequences for withdrawing. In the event that you withdraw at any point of the study, your answers will not be used and will be removed from the research records. Contact information for comments or questions: If you would like to learn more about this study, contact Amanda Churchill via email at a manda.24@ufl.edu and by cell-phone at (904)-349-9389 or Dr. Cynthia Morton at cmorton@jou.ufl.edu, (353) 392-0433

Participant Name: _________________________________ Date: ________________ Researcher Name: _________________________________ Date: ________________

Discussion Guide for Focus Group Focus Group Introduction ● Welcome Participants ● Provide an overview of the discussion topic ● Inform participants of audio recording ● Outline confidentiality procedures ● Set the rules for focus group The Welcome Hello everyone, thanks for meeting us for our focus group today. We would like to thank you for taking the time to come out and talk to us about Millennial women. My name is Katie and I will be speaking along with my other group members Amanda, Haylee, Casey, and Mariam. We have asked you here to get your opinions and thoughts on Millennial women consumers aged 18-27. The Overview of the Topic Today we will talk about different factors that impact Millennial women as consumers. We are interested in your ideas, opinions, and personal experiences that shape Millennial women because we think that the information we gather today may represent the same ideas and experiences held by other Millennial women throughout the country. We are interested in what you have to say. Please feel free to share your opinion openly as there are no right or wrong answers. We look forward to discussing these topics with you all. The Ground Rules To start, I would like to cover the ground rules of our session today. Please speak openly and know that there are no sales involved in this focus group. Your responses are being used purely for our research project. You may speak at any time, but please allow others the time to finish speaking before you speak. Please be respectful of others’ opinions. We assure you that everyone’s answers are entirely confidential and your name will not be used in our research. Do not feel pressured to share any information that you do not wish to disclose. This session should last about one hour. The Icebreaker Everyone introduce yourself by stating your name, age, year in college, major, etc. Question and Answer 1. Media usage a. What is your favorite social media platform to use? What makes you enjoy using this platform the most? b. Is there a specific reason you use social media? (passtime, staying updated on news, staying in touch with friends etc.) c. Before purchasing anything, do you look up reviews online? Alternatively, do you leave reviews for products or businesses? d. How likely are you to share your feelings about a product or business through social media on a scale of 1-5?

i. What makes you rank it that way? 2. Spending habits and brand preferences a. What are some of your favorite brands? b. What attracts you to a brand initially? i. What does it take for you to stay loyal to a brand or to continue to be a customer? c. Do you prefer to shop in-store or online? d. Recently, there’s been a surge of advertising campaigns like Dove Real Beauty that portrays a sense of “real” women with flaws instead of unrealistic goals for women. What are your thoughts on campaigns like these? Are they effective or sincere to you? 3. Values and aspirations: a. What would you consider an ideal goal for your future? b. If you could sum up the main concern for Millennial women, what would it be? i. How do you think this differs from the previous generation? c. With this main concern in mind, what would you consider to be your top 3 values in life? d. I am going to list off a few words and you tell me what comes to mind when you hear them: Millennial, woman, children, future 4. Lifestyle a. Earlier I asked what an ideal goal for your future would be. What are you currently doing in your life to work towards this goal? b. Lots of research suggests that Millennial women are going to college/university at a higher rate than previous generations. Was getting an education a personal decision for you or was it influenced by something else? c. How would you consider your relationship with your family? Do they play an influential role in your life? d. Rank these in order of importance to you: Education, Career, Starting a family, Social Life i. Explain further what qualities of each are of greater value to you.

Is there anything anyone else would like to say before we finish? Is there anything you want us to take away from this discussion we have had?

Transcript from Focus Group: Mariam: Okay so for our first question, what’s your favorite social media platform to use and um what makes you enjoy using this platform the most? Katie: You can either write it down or speak it out first Orange: Um so I really like snapchat, more so than like Facebook or Instagram because I feel like it’s only there for like 24 hours so it’s not gonna stay there forever so you really feel like posting something in the moment, it’s not gonna like be there ten years’ time, it’s not gonna be there and you won’t be embarrassed from what you put. It’s not gonna stay there, not like Facebook photos (laughter) Green: I’m Green. To add to that I like how people can choose to look at it or not, so you don’t have to worry about like I don’t want so and so seeing this or like I don’t want or you know like I don’t want to bother people with my meaningless post of my face, you know like…they can choose to look at my face or not! Like it’s their choice to open it or not so. (distant chatter): Definitely, mhm Indigo: I’m Indigo and I also like Snapchat the most ‘cause I, I don’t know it’s like it’s nice to like see people’s, I guess, their day by day routine like the little snippets of their life. I think it’s pretty neat Mariam: How do you guys feel about the new um…the saved memories… you know Orange: It’s good because it makes it easier to like…save photos, but I don’t really—and you can post stuff from um your camera roll, which is good, but I don’t know… Katie: Did anyone have one other than Snapchat? Grey: Yeah, I really like—oh I’m Grey-- and I really liked Facebook. I mean, I’m super selective with who I put like on my friends list. Mostly because I forget to add people, and also I used to live, um, I did my first two years of college in Jacksonville, but all of my friends were already in Gainesville, so we used Facebook and Messenger to stay connected and everything. I also have a long distance friend in Detroit and that’s how I, you know, can be part of her life, with, you know, the distance and with Snapchat, I just will go like several days without posting anything just ‘cause it slips my mind. (distant chatter): Mhm

Okay great! Katie: So is there a specific reason that you guys use social media? Like you just use it to pass the time, stay updated on news… Green: oh, go ahead. Orange: Well for me because I live like, I’m from England so like um I want to like share my life here because I don’t see anyone, like my family and friends, really at all, so I want them to know what I’m doing, and that’s kind of it. (laughs) Katie: And you’re orange, right? Green: I’m green and like, I think out of all the social medias, I definitely use Facebook the most. It’s not my favorite, but I use it the most. Mainly because that’s how I get, that’s how I stay connected with all my clubs and like the organizations and like um it’s just kind of easier to open and scroll through the news feed and you see a lot of like, it’s not just like what other people post, but like world events and stuff and you see the current issues and you can see a bunch of memes, and like I don’t know. I enjoy it. Mariam: So kind of going off of that, what do you like value like the most on social media? Is it the access to information or like connectivity with your organizations and stuff or is it purely like social like enjoyment? Magenta: I’m Magenta and I think the thing I value the most is seeing other people’s opinions on stuff and just kind of figuring out where everybody stands on certain issues and topics and like being opened up to more…opinions on certain topics. Grey: I think especially with the introduction of like the trending topics on Facebook, it’s a lot easier to start a dialogue. Like, sometimes it’s just something stupid, but other times it’ll be like important events that otherwise I wouldn’t have had immediate access to. Mariam: Uh, before purchasing anything, do you guys look up reviews online? Green: It depends on what I am purchasing, but usually yes. Especially if it’s something expensive. Magenta: I always review makeup before I buy it and just like to see if it’s good and if it’s true to the advertising.

Mariam: Right, and alternatively, do you leave um reviews for products or businesses? Indigo: I use like Amazon a lot uh and so I like always check the reviews and if there are like no reviews, I just avoid that product entirely, but like as far as leaving reviews, like if I really enjoyed the product, then I’ll definitely say something so that, you know, other people can benefit… Mariam: How likely are you to share your feelings about a product or business through social media on a scale of 1-5, five being very likely and one being not very likely? Orange: I would say it depends on the situation. Like if I was really mad at the company or product and I really had a bad experience then I’d be very likely or if I was really happy about it. But if I was just kind of neutral, then I probably would be really unlikely. So it just kind of depends on my experience with it. Green: I say one. (laughter) Green: I don’t want to share anything, like I just never really share anything. Yeah, I don’t bother. If like I really had a bad experience with a product—I’m a verbal person. I like communicating like, you know, face to face more than I do like online and stuff so if I really wanted to complain, I’d do it to a friend. Orange: To be fair I don’t think i’ve ever done it. So maybe I am like very unlikely. (laughter) Mariam: So we’re gonna kind of dive into a little bit of spending habits and brand preferences. So what are some of your favorite brands? Brands, like what? Like clothing? Katie: Yeah, like anything, yeah. Like if you like to go shopping, like different clothing brands or Mariam: like what do—like online, what online places do you like— Katie: just surf… Yeah it’s open for interpretation. If anyone wants to just shout out and say some of the brands that they like to shop with or look at. If not, that’s okay, you have it written down (laughter)

Green: I said Victoria’s Secret um Shiseido and Lancome for makeup, Coach for bags, and Express for clothes. Magenta: I said Nyx for makeup, Pink um, Urban Decay, and Splat Hair Dye ‘cause I dye my hair real often Mariam: That’s cool Orange: I said Kate Spade um Top Shop for clothes, American Eagle. I don’t really, I’m not really big into brands. I’m just not that bothered. Mariam: Kind of going off of that, what attracts you to a brand initially? And you can kind of put down the brands you put down on your paper. Unrecognizable: Like quality. Mhm. Grey: Cost as well. (Array of members): Yeah Grey: And like the value that you’re getting when you’re purchasing the items. Green: Also it’s like if it’s really big brand name, people see it and they’re like, “Oh, that’s an expensive bag.” Like other people know that, and like… Mariam: Interesting. What does it take for you to stay loyal to a brand or continue to be a customer? Indigo: I think like customer service really like makes it or breaks it for me. Nike has really good customer service. I really like shopping with them, and so like that makes me want to stay with them. Unrecognizable: I agree Customer Service Green: They have a huge impact on how I feel about a product Mariam: So that being said, do you prefer to shop in-store or online?

(Collectively): In-store Grey: It depends on the product for me. Like, if it’s um clothing, then yeah, in-store ‘cause you wanna see how it’s gonna look on you, but if I’m just like looking for Tupperware, I’ll probably just go on Amazon (laughter) Indigo: For me, like I’m just really lazy I guess, so like for online, it’s just really easy to sort what you’re looking for and like the size, but when you go in stores sometimes, it’s like it won’t be in stock or like it’s just really hard to find, and so I find online’s kind of easier. It goes back to the customer service ‘cause a lot of times, if they have good customer service, they’ll let you return it without like any fees, and so if it doesn’t fit, send it back… Mariam: So recently, there’s been a surge of advertising campaigns, like Dove Real Beauty, that portrays a sense of real women with flaws instead of unrealistic goals for women. What are your thoughts on campaigns like these? Do you find them effective, sincere…? Katie: You can agree or disagree Magenta: I think that what they’re doing is great, but I also think they’re finding a way to capitalize on women’s insecurities. Sorry, I just got like super feminist (laughter) Magenta: I feel like they realize this is something that can bring in a new clientele and they just decided to go for it. Like Aerie. Grey: Yeah, I definitely agree with that, and I mean their intentions might be good, but it just feels inauthentic because their end-game is to get customers and to be like, “Oh, look! We’ll take anyone’s money.” It’s like… Katie: Is there anyone who likes it? Grey: Well, I don’t like hate it. I’m not like, “Gah, how dare they!” (laughter) Magenta: I like seeing someone who looks like me, but I don’t like being used as like a product, like yeah. Grey: Because it still feels like, it’s like oh there’s them and then there’s everyone else who’s

normal Grey: yeah Mariam: So looking at stuff like that like what do you think is a good alternative or what’s the best way for a for-profit organization to market, you know, to the target audience of Millennial women? Grey: I think just let it happen. Like, just have models who are different without being like, “Look! They’re different!” And initially, it’s going to always be like, yeah they’re different. But once it starts becoming commonplace and more companies start to do it, then it becomes the new norm within campaigning and advertising. Mariam: That’s excellent. So we’re gonna kind of move into values and aspirations. So what would each of you consider an ideal goal for your future? And you can write this down and take a minute, if you’d like. Katie: It could be broad, it could be specific. It’s up to you…And if anyone wants to share, you can just speak out. Orange: I said that my main goal was just to be happy. Basically, that’s the most important thing to me like if I’m not happy, what’s the point? And also to like see the world, like, that’s my number one thing. I want to travel everywhere. Grey: Definitely being happy would be super cool, but also to just be like my own person ‘cause it seems like up to a certain point, you’re always living your life for someone else, but you just want to just live, no matter how cheesy that sounds. Green: I said like a good solid network of like friends, like people you can count on. Like I’ll be happy by that, you know, and also high income. (laughter) Mariam: If you could sum up the main concern for Millennial women, what do you think it would be? Orange: Just kind of being constantly stressed and under pressure you’re not doing enough with your life. Basically. I feel that a lot more in America, but just kind of like you should be doing more, like why are you not doing more with your life and doing as much as you possibly can to get ahead in the world and stuff like that. It’s so much pressure (laughs).

Mariam: How do you think that main concerns for Millennial women differ from other generations? Grey: I think that Millennial women are faced with like an underlined pressure to be more to be better, especially like in terms of career and it’s also, like career v. family. Like you could want a family and to be a mother and that’s fine but a Millennial women who wants that it can um kinda feel like you shouldn’t want that, you should want a career and you should want to be like the Millennial women like taking charge and leading. Orange: Whereas in the past kind of like if you didn’t get hired in a job you should just marry someone who you know was gonna make the income, which it sounds bad but that’s how it used to be like when like our parents were growing up Mariam: Does that make you guys excited to be part of this generation or..? Orange: Yes Magenta: I’m excited because I’m like part of the change but as you said it’s like so stressful because it’s like I just feel like they expect so much of us like to change hundreds of years of like sexism in our life times and it’s crazy cuz its like and i blame it, not like blame it but like I always think about sex and the city and how everyone was like well like they were just 5 loving, hard working girls in the new age (distant laughter) and it’s like okay but there is so many other factors that weigh in on us that we can’t like really change it like that. Grey: Like you said there’s just a pressure to do alot more and I’m an english major you know, liberal arts and i love writing and i love reading and but i always felt like i probably should’ve done more with science and math. They always talk about how there’s not enough women in like engineering fields and stem field in general and i’m like oh am i part of the problem playing into like being a poet writer whatever (distant laughter) i should have been a scientist like that kind of pressure. Mariam: With this main concern in line, what would you each consider to be your top three values in life? Katie: So you can either write that down or Mariam: Writing that down would be good. Katie: Okay, does anyone wanna share what some of their values were?

Grey: I said education slash hard work, because you know education is kinda like stigmatized but second one is independent thought and the third one is empathy. Mariam: Those are great words (laughter) Magenta: I put autonomy, happiness and being genuine, because like I couldn’t think of like a single word for being genuine Mariam: Anyone else? Mariam: I’m gonna list off a few words and you’re gonna tell me what comes to mind when you hear them. Millennial, Katie: For this do you just want them to shout it out Unrecognizable: What was the question? Mariam: I’m gonna list a few words Unrecognizable: Okay Mariam: And you can just say what comes to mind when you hear them, just like the first thing that pops in your mind, so Millennial, Grey: College Students Magenta: Me, like now Grey: Stress Orange: Yeah, hard work (laughter) Unrecognizable: Debt (more laughter) Mariam: Okay, women Magenta: Oppressed. Green: Me.

Mariam: Children Grey: No thanks, (everyone laughs) Magenta: The future… Grey: Not for me Mariam: Future, Magenta: Scary.. Everyone: Yeah.. (laughter) Orange: But exciting, ya know. No one? Magenta: A little bit (more laughter) Mariam: Okay, we’re gonna take like a 5 minute break Katie: 10 minute and i don’t know you can eat more food, some chips drink and stuff Mariam: How’s it going guys? Orange: Okay Mariam: So before we took our little break, we asked you guys about what kind of ideal goals were for your future. So, now as we kind of go to like the lifestyle and current lifestyle of Millennial women what are you currently doing in your life to work towards this goal? Katie: So like so some of you said income, and like going to college that type of thing Green: I study endlessly everyday to get a good grade in my classes so i can go to med school Magenta: Wow, goals

Grey: Eventually I’d like to be a teacher so right now I’m teaching english as a second language in like a language immersion course for like younger kids Mariam: Awesome Mariam: Orange, you mentioned happy? Orange: Yeah, so sorry i’m eating these Mariam: That’s fine Orange: Basically ever since i was like in middle school, i knew i wanted to study abroad in America, and like it was something i’ve always wanted to do so like when i was applying to universities i always had that like in mind and i always thought i wanted to do like medicine and be a doctor, and then i realized that wasn’t going to make me happy, it was gonna make me stressed not make me happy; and like i just only doing for like money and so i realized that i should do what makes me happy and decided to study abroad instead so like here i am! (laughter) Mariam: That’s awesome, that’s so great Katie: Did anyone else have something like that where like you started off doing something and realized oh this wasn’t for me and kind of changed it up ? Magenta: I always wanted to do psychology and wanted to be a psychiatrist, I wanted to be a criminal psychiatrist so weird, but um, one day i was like in the emergency room for something and i was just talking to my nurse and she was like oh so you’re gonna be in school for 8 years and i was just like nope! And then um and i like always loved writing, and journalism was always my backup plan and i looked into it and was like this would make me so happier than being in school for 8 years. So now i’m a journalism major and then i was a women studies major and my dad was like nope, so i chose to make that my concentration and i’m working on taking it to double major so Mariam: Good for you! Magenta: Thanks man Green: I actually have like the opposite thing with realizing like oh you know this is really stressful, and i’m not very happy, i should do what i like, i’m not doing that i’m actually like forcing myself to like get as much

volunteer hours as possible and like find research, even though i hate research (indistinct laughter) and like try to like get into leadership positions. It’s like very overwhelming and i’m i don’t know i feel stressed out all the time about it but like i can’t stop. I just feel like if i do what i like and what makes me happy i’m just not gonna reach my goal so Orange: Sometimes i feel like that and i’m like i really should’ve like try to get into med school but then i’m like it’s dumb so Grey: I think there’s definitely like two separate spheres in which that kind of exists because obviously you can’t always do what’s going to make you like happy with a capital H but as long as you acknowledge that what you’re working for is something that in the end is gonna be good for you then that’s aces, two thumbs up ya know Mariam: Lot’s of research suggest that Millennial women are going to a college or university at a higher rate than previous generations was getting an education a personal decision for you, or was it influenced by something else? Grey: I feel like it’s never been a question within my family about going to college, my mom is a lawyer and my dad is like a pharmaceutical guy and it’s always just been a thing Orange: For me it’s the complete opposite, so no one in my family has ever been to university. I don’t know if it’s a difference in culture, it might be, but like it’s not as big a thing. You don’t have to go, ya know. My parents never forced me, my brother decided that he didn’t want to do it and he was happiest working at a golf course cutting the greens and that was fine and my parents were like that’s fine it makes you happy just work on it, and just keep doing what you’re doing. So, it was definitely like a personal choice for me like i wanted to come, always. Katie: That’s awesome Magenta: I’m kinda like a mix of those two cuz no one in my family like ever went to college, my mom didn’t even graduate high school (Orange laughs and agrees), but then when i was like in first grade they realized i was this gifted child, and they were like college fund. Ever since then they’re like yeah Magenta’s the one that’s gonna be going to college, and it wasn’t even like a community college it was like yeah she’s gonna go to a real college, and ever since then i pretty much just like known like ya know if i don’t do this i won’t do anything so i chose this. Grey: This might be like a generalization but I definitely feel like in American high school at leasts it’s like, go to college it’s the only thing you can do! It’s like here’s the difference between going to college, and not going to college. It always feels like if you don’t go to college it’s the end of the world and you’re an idiot.

And obviously it’s fine if you don’t go, but it just feels like if you are an outsider looking in then like my little sister is in high school now and they’re already, she’s a freshman, and they’re already talking about like what do you want to do for the rest of your life? That’s how it was in my high school it’s like making your 5-year plan, 10-year plan in your freshman year (Orange says wow and sighs) and it’s like, it might be different in other places where there’s like, one high school, in one state, of one country but it definitely feels like they try to put that pressure on you. Green: I’m gonna agree with everything that grey said, like right from the beginning when she said that college wasn’t even a question, like oh my God, like same Orange: That’s crazy to me Katie: Was there anyone else that agreed with orange whereas not necessarily like said in stone to them? Orange:Yeah (murmur) Mariam: Okay Great, um How would you consider your relationship with you family? Do they play an influential role in your life? (nodding) Green: (Whispers) Very... Grey: They do but probably not 100% positive way. Where it’s like they’re there and they have opinions. But I’m usually like, thanks, but no thanks you know? My dad wanted me to do a stem major. He wanted me to go into uhh a full univeristy right away, but I was like, well it’s kind of expensive. I could just get my Associates degree in like a year because I did all these classes in high school. I should just go to a local college. Just get that out of the way. And it caused a huge thing he got so mad and it put a strain on a lot of things and I mean he’s...My parents are divorced so...and now he lives in California so that should kind of give you an idea of how much we talk so it’s like, they’re there, but um, distantly now. Magenta: My family definitely influences me a lot but um kinda in like a negative way? Like they push, well, it’s not bad, but it’s like they push me away from them, like they influence me not to do the things that they did...and to stay on my own path? Cause they’ve, if anything they just push me further into being like, very liberal and not like them. So...that’s that. Indigo: I kinda agree with what Magenta said. I’m kind of like an anti-example I guess. Uh, so like, I mean, they kind of, for me, they’re kind of serve as little to no influence um I don’t consider ourselves um

particularly very close family stuff like we don’t eat dinner at the dinner table and stuff like that so um as far as family influence goes, I don’t think I had that influence from my family. Green: For me family influence is huge, especially my mom and on my mother’s side. Um basically I mean like I just I’ll tell my parents everything pretty much. And there’s really, I don’t know, I’m like just really close to my family. I mean obviously it’s not going to always be 100% positive. I don’t think there is any family like where like parental influence is 100% positive. They’re humans too, they make, you know, they think of the wrong things sometimes, but...but yeah. I really value their opinions and like when I ask them for advice and stuff...yeah Mariam: Do you think um this Millennial generation like the trend is there is a greater independence from their parents? Orange: Yes, because for me I feel like I’m really independent from my parents. Like everything I did growing up was my decision, like they didn’t decide anything, you know? Like, I decided everything I wanted to do and I...you know. I actually haven’t spoken to them for like...two weeks...and I live like, thousands of miles away, so I should probably do that. But like, I feel like, when my parents were growing up, it was like, both of my parents couldn’t go to university Because they didn’t have enough money, like it wasn’t...they just couldn’t go, they just weren’t allowed that privilege. So, we’re all kind of really lucky to be here, so. Mariam: Mhmm...that’s a good reminder. Um...okay so now, rank these in order of importance to you. Um the four things are: education, career, starting a family and social life. Katie: You can write this down. We can say it again if you need. Mariam: Education, career, starting a family and social life. And this doesn’t have to be in like, today. Cause obviously starting a family is not gonna be like, your number one priority of importance, but in general, life….your life. Green: career, education, starting a family and what? Mariam and Katie: And social life. Katie: Let’s take 2 minutes to rank those in order of importance and it would be really great if you each could share and what you talk about…Alright, does anybody want to share? Grey: In order of most to least important I said education, career, social life and starting a family.

Orange: I said that too Magenta: Mine was career, education, social life and starting a family. Green: I said career, social life, education and starting a family. Cause I feel like with no social life, like no matter how educated you are, I’m pretty sure you’re not gonna get pretty far in life...without those social connections, which are so important. Indigo: It’s from most to least right? Katie: Mhm Indigo: Career, social life, education and family like honestly, like family is really not a priori-not even like considering it at this point (says laughingly) so..yeah and career is what I’m going to be doing for the rest of my life, so I think it’s very important. Mariam: Do you think, um, the order is subject to change in the next 10 years? Green: yeah Grey: I don’t think starting a family is ever gonna change in priority (everyone laughs in agreement) Orange: I think I do want to start a family, I’m just not thinking about it right now. But it’s not something I would just not do. Like I definitely want to, so… Mariam: Um...And kind of explain a little further, for those who’s number one was I think was career or it might have been education? What qualities of each make it so much greater? Magenta: Career is literally what I’m going to be doing for the rest of my life so I really hope I enjoy that? And that if I don’t get a great education, I’m not gonna be able to make it there...and I feel like if you don’t have a social life, no matter how great everything else is, you’re not gonna be that happy and then like, I’m the youngest in my family, so there’s always that joke about like, “ oh you’re next to get married and have a kid.” I’m literally 19 so shut up and that pushes me like just so much further from wanting any child in my life like I have my nieces and nephews and I’m fine so starting a family will probably be at the bottom of my list, till I’m like, very old. Orange: My mom is just putting pressure on me, she’s like, praying for grandkids so…(giggles) She lost hope in my brother

Magenta: My oldest brother got pregnant, and like I call my mom to tell her and she was like, I was like “oh you’re gonna be a grandma again!” And she was like, “oh my god you??” I was like, “why would it be me? And why would you get so excited?” (Giggles) So yeah, it’s definitely not a fun thing. Indigo: For me like career, I feel like the other ones, except for education i guess, are dependent on career? Like social life um like um I think in the future like your social circle is gonna like revolve around like, your career, and then family obviously like, you need a career to support your family, so that’s why i kinda chose it as my number one, cause the other ones are kinda like dependent. Green: Mhmm career makes income Green: Together with what magenta and indigo said, um that other people look at you, usually, like depending on your career, more so than education is kinda what like how people judge you in a way? I guess it has like more value like what career you are if you were, like if you didn’t go to college, but then you’re like the CEO of some really amazing, prestigious company or something, like if you were like a founder of Disney and you were like “Oh, I didn’t go to college” Like, no one care like everyone’s like “oh my god, like you’re the found of Disney, like that’s amazing!” umm and so yeah. But then, if you graduated from Harvard, but you’re working as a janitor, like, who cares if you graduated from Harvard? Mariam: Anything else that anyone would like to say before we finish?...Anything that you think, or you take pride in being a Millennial woman about or anything? Katie: Is that something like? “Millennial women” is that something you guys resonate with or is it something that just think “ oh Millennials, like it’s not really me. Ya know? Magenta: I feel like it’s a weird, unattainable construct that like, you should be like Instagram famous and have this perfect body and this perfect life, and also be a STEM major, and Valedictorian, and I’m a doctor and have kids and they don’t get raised by a nanny, and like I’m vegan and I make my own blankets, like i just feel like it’s very...like, just like a spin off of a housewife. Like you need to be like a housewife and a businesswoman and like uh super hot and like, what’s hot nowadays? Like it literally changes every day. Not a real thing. (laughter) Grey: Like there are so many aspects. That people expect like, oh get a career, but also you should start a family, so make sure that you’re focused, but not, but make sure you travel too, make sure you do everything. Magenta: Make sure you focus on a lot of things, like not one thing for too long.

Grey: Have fun, but not too much fun. Embrace your body, but not in these ways that we don’t like. Katie: Okay great. Well, thank you guys for coming. Mariam: Yeah, thank you. I really appreciated learning from all of you and this discussion, it was really cool! Katie: And if you guys just wanna write your color on top of your paper thing so we can identify. Well thanks for coming out you guys.