Why Y Women Marketing Study

In the fall of 2009, PopSugar Media released a white paper examining the influence of Generation Y women on lifestyle trends and how technology has expanded their sphere of influence. The report, “Why Y Women,” is a two-tier study of 1,018 women ages 18-49 conducted by Radar Research on behalf of PopSugar Media, which examines Gen Y women’s sphere of influence on lifestyle trends, how technology and social media help them expand their sphere of influence, and how marketers can target and communicate with this group. Findings from the study revealed three key realizations:

• Gen Y women redefine "authenticity" and widen their sphere of influence through technology.
• Blogs and social media are major forces of cultural influence.
• Context is vital in brand positioning and advertising.

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