IIM Partners with Meredith to Release New Study on Millennial Women

August 6, 2015

2020 is a pivotal year for Millennials - they will number 80.4 million strongi, their spending will total 2.5 Trillion dollarsii, and they will account for two-thirds of all first-time homebuyersiii. Recognizing the seismic influence Millennials - the largest generation ever - will have on all industries, Meredith recently fielded the Women 2020 proprietary study designed to help marketers understand the buying behavior and decision-making processes of women by category (beauty, food, home) through the lens of life stages and the influence of technology.

"Meredith's cornerstone content is home, health, family, food and lifestyle, serving more than 100 Million American women who are inspired by our brands," said Britta Cleveland, Senior Vice President, Meredith Research Solutions. "We're there for the milestones and moments in between - they are searching our recipes, pinning our wedding and design ideas, and sharing our parenting tips. This research initiative helps Meredith deliver targeted, data-driven content to key audiences for our advertising partners and brands."

The Millennial Mindset: Carefree and All About Me
Millennial women believe in the power of positivity. They are optimistic and looking forward to the future.

Millennial + Values

Millennials + Media = The SoMo Generation

Millennials + Beauty = Glamour Gals

Millennials + Food = Superfoodies

Millennials + Home = Nesters

The Millennial data report is the first of the Women 2020 series and will be followed by a report focusing on Hispanic women in early fall.  Meredith research and marketing executives are available for interviews.


On behalf of Meredith Corporation, Insights in Marketing conducted a nationwide online survey of 2,629 women ages 18 to 67 fromOctober 13-24, 2014. The estimated margin of error for the survey is +/- 1.9 percentage points.


Meredith Corporation (NYSE: MDP) (www.meredith.com) has been committed to service journalism for more than 110 years.  Today, Meredith uses multiple distribution platforms - including broadcast television, print, digital, mobile, tablets and video - to provide consumers with content they desire and to deliver the messages of its advertising and marketing partners.

Meredith's National Media Group reaches a multi-channel audience of 220 million consumers monthly, including more than 100 million unduplicated American women and over 60 percent of U.S. Millennial women.  Meredith is the leader in creating content across media platforms in key consumer interest areas such as food, home, parenthood and health through well-known brands such as Better Homes and Gardens, Parents, Shape and Allrecipes.  The National Media Group features robust brand licensing activities, including more than 3,000 SKUs of branded products at 4,000 Walmart stores across the U.S.  Meredith Xcelerated Marketing is a leader at developing and delivering custom content and customer relationship marketing programs for many of the world's top brands, including Kraft, Lowe's and Chrysler.

Meredith's Local Media Group includes 17 owned or operated television stations reaching 11 percent of U.S. households.  Meredith's portfolio is concentrated in large, fast-growing markets, with seven stations in the nation's Top 25 - including Atlanta, Phoenix, St. Louis and Portland - and 13 in Top 50 markets. Meredith's stations produce approximately 650 hours of local news and entertainment content each week, and operate leading local digital destinations.

i U.S. Census Bureau, interim population projections released 2012 and annual population estimates/Mintel
ii New Strategist Press
iii Realtor.com

If you are interested in the full study results please click here.

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