Since 2000, one-third more women than men have graduated college, a topic Jon Birger explored in his book DATE-ONOMICS. With greater education comes greater income: Wages for U.S. women age 25-34 have risen 13% since 1980 whereas men's have fallen 20%.
Indeed, millennial women are so outpacing men in education, it's inevitable they will be their generation's high earners. What does this mean for the future of advertising?
The rise of millennial women portends big change in how luxury cars, jewelry and other premium products once purchased mainly by men will be marketed. Translation: opportunity for advertisers who recognize the shift—and peril for those who don't.
Kristina Durante is an associate professor of marketing at Rutgers Business School and a social psychologist interested in the biology of decision-making. She holds a Ph.D. from the University of Texas, Austin.
Her research lies at the intersection of social psychology, evolutionary biology, and consumer decision-making. Kristina's research program focuses on how our evolved biology (ancestral ecology and internal physiological systems) and our modern social environment interact to influence behavior.
Kristina's areas of expertise include women's consumer choice and luxury spending, family consumer decisions, hormones and behavior, and the psychological consequences of uncertainty.
Kristina's work has been published in the leading academic journals in marketing, psychology, and biology. Kristina spoke about her research in a recent TEDx talk. Her studies have been featured in USA Today, The Wall Street Journal, The New York Times, and The Chicago Tribune, as well as hundreds of other media outlets worldwide. Kristina spent seven years as an entertainment publicist before entering academe.
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