The Move Bustle Is Making to Be the ‘Go-to Source for Everything Millennial Woman’

It's diving deep into data to help marketers

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Wonder no more about what goes on inside the minds of millennial women. Bustle, the largest digital media property that targets millennial women, announced today the launch of a focus group just for them.

The Bustle Trends Data Group is a "data-driven creative research arm led by political consultant and strategist, Jessie Tarlov, Ph.D.," according to the website's press release. A few times a year, Bustle will reach out to a group of consumers and readers to help their marketing partners and the media industry at large.

In a fun, retro twist, the first project will take on Marcel Proust's questionnaire from 1924 and will touch on "how Bustle readers think, buy, act, vote and consume information."

Via running surveys of thousands of Bustle readers and additional national polling, from this group of millennial women there will be stacks of data about their everyday lives. Especially heartening is the breadth of topics the readers will be polled on: politics, jobs, technology, fashion, media consumption, and more, along with what exactly they prioritize when deciding to purchase a product.

"The millennial decision tree is fundamentally different than any other generation," Tarlov told Adweek. "Our choices are never binary, our decisions are thoughtful and complicated. Bustle Trends is about much more than simply selling ads. It's an opportunity for Bustle to further solidify its position as the go-to source for everything millennial woman in America."


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"Young people are more attuned to authenticity than ever before, and they are quick to tune out of anything that feels contrived or unrelatable," Bryan Goldberg, Bustle's founder and CEO, told Adweek.

"Bustle stands out from other publications because our content does more than just feel authentic—it is delivering the real thing," said Goldberg. "Our entire editorial staff, including our editor-in-chief, are in the generation and the voice that we seek to reach."

"We launched the Bustle Trends Group to help our marketing partners and the industry better connect with their consumers, and our readers, at any given moment," said Bustle's chief revenue officer Jason Wagenheim, in the press release.

"We'll bring the most relevant, insightful and measurable programs to our brand partners and be nimble enough to innovate along the way," Wagenheim told Adweek, "something many of our competitors aren't set up to do."

Bustle Trends will act as a "data bridge" between millennial women and other consumer groups, while also hosting live events that "speak to millennial women's issues" and at least try to make a social impact. 

"We launched in 2013 on the belief that contemporary publishers, including both the legacy and pure plays at the time, weren't accurately reflecting the changing needs and wants of what young women expect from the media they're consuming," he said.

Bustle is well-poised to continue expanding in 2017, and this focus group is a unique way of showing off its deep readership. Not that this is explicitly peacocking, Bustle's decision, however, showcases how it intends to give its partners a look into the minds of millennial women. It just so happens that Bustle knows best.

"We bring millions of young women to Bustle each day, and so we are uniquely positioned to understand who they are, what they care about, what they aspire to, and what they want for themselves," said Goldberg. "We already have tremendous reach. Now it's about depth."

"We are expanding the canvas, one passion point at a time," he said.

"Bustle Trends is about much more than simply selling ads," said Tarlov. "It's an opportunity for Bustle to further solidify its position as the go-to source for everything millennial woman in America."

@samimain Sami Main is social editor for Adweek, where she posts Adweek content onto social platforms and looks for creative ways to communicate what's new.