NEWS23 February 2015

Young girls want fun and confidence from brands

News UK

UK — As girls move from childhood to adolescence their priorities in life change as do their interactions with brands and they look for brands to offer them entertainment but also build their confidence and ask for their opinion.


Overall girls aged between six and 14-years-old feel positive, confident and empowered but as they go through puberty their confidence can take a knock according to research conducted by Pineapple Lounge.

When asked how brands should market to girls the top five things they pointed to were: help me have fun; allow me to be myself; give me confidence; ask for my opinion and give me something to share with my friends. The older the girl the less relevant fun became and the more as sense of self became. Over half ( 53%) of eight to 10 year olds said ‘help me have fun’ while 51% of 13- to 14-year-olds said ‘allow me to be myself’.

Also as girls get older their social focus shifts from their close family to their peer group and friend networks.

A constant across all ages is technology and media. When asked what gets them excited 85% said listening to music; 81% said watching TV and films and 59% said video and computer games.

Social media becomes more important as they get older: 34% of eight to 10-year-olds said keeping up with social media was important while 69% of 13- to 14-year-olds said the same. Of those 13- to 14-year-old girls YouTube and Facebook were the most popular ( 71% each) followed by Instagram and Snapchat ( 53% each).

And while celebrities gain importance as they get older, in terms of role models Jennifer Ennis was the most popular ( 40%) while Mile Cyrus was much lower ( 7%).

The survey involved 1,070 girls aged 8- to 14-year-olds.