Creativitea final report (1)

Millennial​ ​Women

Amanda​ ​Churchill Mariam​ ​Gonzalez Casey​ ​Mclean Katie​ ​Wigle Haylee​ ​Tuason

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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

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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.

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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

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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).

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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).

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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.

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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

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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

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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).

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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.

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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.

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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?

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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

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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

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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,

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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

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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

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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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20

References

Department​ ​Store​ ​Retailing​.​ ​(2016,​ ​September).​ ​Retrieved,​ ​from http://academic.mintel.com/display/789185/?highlight

Plus​ ​Size​ ​and​ ​Big​ ​&​ ​Tall​ ​Clothing​.​ ​(2015,​ ​June).​ ​Retrieved​ ​from ​ ​http://academic.mintel.com/display/740337/?highlight#hitl

Attitudes​ ​Towards​ ​Higher​ ​Education​.​ ​(2015,​ ​December).​ ​Retrieved​ ​from http://academic.mintel.com/display/758144/?highlight#hit1

Millennials​ ​in​ ​Adulthood​.​ ​(2014,​ ​March​ ​7).​ ​Retrieved​ ​from http://www.pewsocialtrends.org/2014/03/07/Millennials-in-adulthood/sdt-next-america-03-07-20140-01/

Kelan,​ ​E.​ ​(n.d.).​ ​Rising​ ​stars:​ ​Developing​ ​Millennial​ ​women​ ​as​ ​leaders​ ​(1st​ ​ed.).

Palgrave​ ​Macmillan​ ​UK.

Beauty​ ​Accessories​.​ ​(2015,​ ​September).​ ​Retrieved​ ​from http://academic.mintel.com/display/749647/?highlight#hit1

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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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Claps,​ ​E.​ ​(2010).​ ​The​ ​Millennial​ ​Generation​ ​and​ ​the​ ​Workplace​ ​(Unpublished​ ​master's​ ​thesis).

Georgetown​ ​University.

Williams,​ ​A.​ ​(2013,​ ​January​ ​11).​ ​The​ ​End​ ​of​ ​Courtship?​ ​The​ ​New​ ​York​ ​Times.

Millennial​ ​women:​ ​A​ ​force​ ​to​ ​be​ ​reckoned​ ​with​ ​(2014)​ ​Retrieved​ ​from http://blogs.randstadusa.com/womenpoweringbusiness/Millennial-women-a-force-to-be-reckonedwith Three​ ​strategies​ ​for​ ​marketing​ ​Millennial​ ​women​ ​(2013)​ ​Retrieved​ ​from http://www.forbes.com/sites/bridgetbrennan/2013/11/12/three-strategies-for-marketing-to-Millennial -women/#173a5f2d67eb Marketing​ ​to​ ​Millennial​ ​Women​ ​(2013)​ ​Retrieved​ ​from http://www.Millennialmarketing.com/2013/12/marketing-to-the-Millennial-woman/

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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

24

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:

25

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:​ ​________________

26

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?

27

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?

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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

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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.

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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)

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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?

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(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

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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).

34

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?

35

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.

36

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

37

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

38

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.

39

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

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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.

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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

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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.

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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.

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