Teenage girls are the key to cultural relevance

In 1996, the term “soccer mom” echoed in Washington, D.C. and on televisions across the country, as then-U.S. President Bill Clinton and Senator Bob Dole fought over the next four years of the Presidency. The demographic of “soccer moms” — middle- to upper-class suburban white women with school-aged children — was seen as a swing vote in the upcoming election, and the term has become so ubiquitous that the American Dialect Society named it the word of the year.

The weight attached to this character also resonated with marketers, who elevated the soccer mom for her influence on decision-making within the household and influence in the broader community.

A lot has changed since 1996. Data from the Pew Research Center shows that Americans are marrying later in life and the number of single-parent households is increasing. The proliferation of social media has dramatically expanded consumer touchpoints, allowing more voices to have a wider reach. Yet the drive to identify and connect with the next “it” demographic remains; brands invest deeply in understanding who needs to be prioritized to ensure their business’s success.

At first glance, making headlines in media and boardrooms, it seems that Generation Z has become the “soccer mom” of the 2020s. Given this generation's spending power of 360 billion dollars, it's no surprise that it's getting the attention of marketers. Capturing Gen Z’s attention as a brand, however, is easier said than done.

An Archival study found that 51% of Gen Zers believe social media influencers create new trends, but 74% believe in-person experiences are more important than digital experiences. Many have noted the contradiction in Gen Z's stated allegiance to brands that support sustainability while continuing to spend on fast fashion. If there's one thing that's consistent, it's that the traditional marketing funnel wasn't designed for this generation. To address this, brands are redefining cultural relevance as a key metric for connecting with this audience. However, to achieve cultural relevance, brands need to be more targeted in their approach rather than focusing largely on the dualistic Gen Z.

In a GALE team survey of nearly 2,000 U.S. consumers with a teenage girl in their lives, we found that young women ages 13 to 19 have an outsized influence on trends and culture. 97% of respondents, whether or not they live with a teenager, agreed that this demographic has a direct influence on their behaviors or attitudes, including those related to technology, diet, well-being, etc. The strength of this influence was found to be particularly high among other women, who are expected to hold 75% of discretionary spending by 2028.

By influencing those around them, teenage girls determine which brands, styles and trends will achieve must-have status. With this power, they are the true new “soccer moms” and to establish an authentic connection with them, brands must not make the mistake of stereotyping their interests or underestimating their impact.

When teenage girls considered Stanley Cups the go-to cup on WaterTok — a TikTok “wellness” trend encouraging viewers to get their recommended daily water intake — Stanley embraced their enthusiasm. After a century of marketing largely to men, Stanley began releasing new style collections with endless shades of pink, art deco-inspired designs, and iridescent accents that new fans could show off to their followers. . The cuts didn't just stay on teenage girls' Christmas lists: they became the desire of women of all ages, who lined up to get limited editions. Stanley's revenues reportedly increased from $73 million in 2019 to $750 million in 2023.

When teenage girls became Kansas City Chiefs fans alongside Taylor Swift, the NFL embraced this new audience as well. He updated his social media accounts to pay tribute to the superstar and fed fans with Swift-specific content. By the second game Swift attended, viewership among teenage girls was up 53% from the season average. The NFL continued to connect, especially on social media, providing ample Swift content to amplify. By the end of the season, the NFL had its highest regular-season viewership among women of all ages.

Even in categories that have historically appealed to women, brands winning with teenage girls – and broader consumers by extension – are thinking beyond stereotypes and prioritizing cultural relevance.

Beauty brand elf demonstrated its understanding of this demographic and their entrepreneurial aspirations by launching elf UP!, a game in Roblox encouraging players to start a side hustle. 73% of teenage girls play video games, but women often face harassment in this area because of their gender. Meeting young women on a platform where they already are and creating a space for them to embrace that passion helps create brand affinity. The game exceeded 10 million visits and maintained a 95% positivity rate. Piper Sandler's research shows that Elf dominates as Gen Z's favorite cosmetics brand, and sales increased 85% during the game's launch quarter, signaling growth beyond just teenage girls.

Brands will always be looking for the next “it” demographic; it’s part of how marketing works. But when the ultimate target audience is resistant to traditional marketing, brands must prioritize cultural relevance. If approached thoughtfully and authentically, creating a space for teen girls to embrace your brand will help you win with all the audiences they influence, from fellow Gen Zers to ever-important moms and other women . Consumer behavior is constantly changing, but teenage girls hold influential power, and as the marketing funnel continues to collapse, their influence only expands.