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Welcome back to circle back. While we like to think all of our editions are fun, there’s a little Easter egg in this one that hints what we’re going to talk about in Volume 10. Keep your eyes peeled!
Now, without further ado…
Table of Contents
Helping Hand: Making marketing data work for you
We’re here to help you as a professional. This segment is dedicated to enhancing your professional workflow through innovative solutions and best practices.
While you may know us as your brilliant, talented, oh so fun newsletter writing team (your words, not ours), we’re actually most known for our work on our software, Spontivly. We just released our new data co-pilot, Lonni AI, that analyzes your marketing data to provide chart summaries, trend analyses, presentation talking points, and actionable suggestions for your marketing campaigns. Visit our website to learn more about how our product saves time, money, and resources for marketing teams.
Data Deep Dive: That’s that me espresso
We’re here to help you as an employee. This segment is built to inspire you with the transformative power of data in marketing growth and problem-solving, based on industry success stories.
TLDR: Though Madonna and Britney paved the way, we’re in a new era of the pop girlie. From iconic branding to really understanding the listener, pop music has never been so back, and it’s more thanks to marketing than anything else.
Why does it feel like the pop girlies have been on the rise this year? Well, for starters, it’s because they have. Icons like Olivia Rodrigo, Dua Lipa, and Tate McRae are having record years for themselves.
Women have been crushing it in the pop industry for years. This new generation of talent isn’t the first of its kind, and it certainly isn’t the last, but it does make us wonder: why them specifically, and why now specifically? The answer may surprise you.
Like with most things, there’s no set single reason, but let’s dive into three key factors that are impossible to ignore.
1 - Marketing to women works: Want to know something insane? 85% of all consumer purchases in the US are made by women. That’s a lot of purchasing power. From Stanley mugs to Travis Kelce jerseys and everything in between, there are plenty of examples of how trends that resonate with women can take right off.
Today’s pop girls are beautiful, bold, confident, and truly for the girls. It’s a key part of their success.
2 - Jumping on trends and making them your own: The concept of a first-mover advantage has all but been debunked. First movers can take risks and learn lessons that later movers can learn from, especially in places where it’s better to do something right than to do it first.
The feminist movement has taken on many forms over the last century, but there was something special in the air in 2023. Between The Eras Tour and the release of Barbie, the concept of girlhood changed. It felt different. These trends took stereotypically ‘female’ things like making friendship bracelets and wearing pink that are often looked down upon and considered “lame” and turned them into a celebration.
The idea of being girly had a total rebrand; the summer of 2023 reminded a new generation of girls that it’s fun to be a woman.
It girlz.
We may not have realized how important that mainstream shift was immediately at the time, but women have latched onto it and turned it into something beautiful. Artists like Ariana Grande, Chappell Roan, and Taylor Swift have had incredible years, and they’ve done so by targeting women specifically. Forget appealing to ‘the male gaze’ - these ladies are for the girls! The feminist movement is an uphill battle, and while wearing glitter without shame doesn’t feel the same as fighting against the wage gap, reclaiming ‘girly’ things to be empowering and not ridiculed is oh so important in its own way.
3 - Identity and community: This gen of pop girls has taken personal brand to the next level. From Charli’s brat green to Olivia’s ripped fishnets to Sabrina’s garters, each main girl has built up a brand around their latest albums and tours that their fans can latch onto. Sharing outfit inspirations and building creative expression outlets has built an incredible sense of community around these artists’ music.
It’s hard to build a sense of community without unique traits that people can identify with. These women’s identities have made them recognizable, relatable, and fun. We all just want to feel like we’re part of something special that loves us just as much as we love it. That’s exactly what this wave of pop girlie is doing for women everywhere.
So why do you care? We know you appreciate a marketing masterclass when you see one. By making their latest album releases and tour dates for the girls and for the girls only, 2024’s pop girlies have soared to mainstream success.
Fun & Flirty: Only in Utah
We’re here to help you as a person. This segment offers a lighthearted exploration of life beyond the workplace, focusing on cultural and lifestyle topics.
How is MomTok going to survive this?
Okay… have you tried it? It’s no secret that The Secret Lives of Mormon Wives has a lot of us Zillennials in a chokehold - like we actually feel naked without hair extensions now.
One of the big culture shocks a lot of us learned from TSLMW was the whole concept of dirty sodas. Not only do the ladies in this show drink, like, 44oz of soda a day, they also add dairy and dairy-adjacent products to their soda. Vanilla cream, coconut milk, etc… we’re still not sure how we feel about it, but apparently, it’s incredible. See for yourself:
@swigdrinks @DemiLucyMay’s Swig order is *chef’s kiss* 😙🤌✨ #swigdrinks #drinktok #dirtysoda #drinkrecipe #secretlivesofmormonwives
The trend has taken on a life of its own. People are adding vanilla protein shakes to their Diet Cokes and we’re a little confused but honestly, mostly intrigued. Let us know if it’s any good and if we should give it a shot.
Have a rocking Tuesday (or, whenever you’re reading this) and we’ll see you next time.
