Teen Girls Seek Balance But Still Spend Strong

By Marian Salzman, Aug. 20, 2010

In this opinion piece in PRWeek’s online edition, Euro RSCG Worldwide PR President Marian Salzman offers some details about the agency’s recent survey of hundreds of teen girls nationwide on various trends. Euro RSCG PR also talked to members of its teen initiative called The Sisterhood and to Blair Fowler (aka Juicystar07, the 17-year-old online fashion guru with hundreds of thousands of followers on her YouTube channel) to round out its research. Among the findings: Girls have more money to spend than last year at this time, are eager to return to classes and will buy fewer brand-name back-to-school goods. Plus, what they’re looking for in life now includes their personal-best style and the ever elusive balance. Read More

Local Girl Wants Advertisers to Squash Teen Stereotypes

By Jaimee Lynn Fletcher, April 6, 2010

The teenage girl demographic has long been blanketed as a thriftless group gaga over trends. As the West Coast representative of the Sisterhood, Euro RSCG Worldwide PR’s teen-focused marketing initiative, 18-year-old Tori Schaefer is helping to change that perception. Blogging on marketing issues related to teens and regularly sending teen-focused ideas to advertisers, she and eight other teen girls are part of an effort by Euro to connect marketers and companies with teenagers, a group that spends $200 billion in stores each year. Read More

75% of Teenage Girls Use Phones/Texts to Alert Friends About Sales, While 5% Use Facebook

By Noelle Chun, March 24, 2010

The Holy Kaw! blog chose Euro RSCG Worldwide PR’s recent study about teen girls as a “topic that interests us.” What made the study so interesting to this blog’s writer? That it “shatters the popular vision of social media as a marketing magic bullet for teens.” According to the 100 teen survey respondents, three-quarters said they tell close friends about sales on favorite brands by calling them on the phone or texting—and only 5 percent do it by using Facebook. Read More

Quick There’s a Sale On—Teenage Girls Love Mobile

From Bmob, March 23, 2010

The media seems to want people to believe that teenage girls are obsessed with Facebook and addicted to Twitter. But, in fact, their communications weapon of choice is the mobile phone. With Euro RSCG Worldwide PR reporting in its new white paper “The Teenage Girl as Consumer and Communicator” that teen girls rely on the phone to talk and send messages, it seems the way to that demographic’s purse is through the mobile phone. Read More

Sharing Sales Tips in a Smaller Circle

By Alex Mindlin, March 21, 2010

It has long been assumed that teen girls shop online and that when they do, their shopping takes the form of a wild spree. But a new study by Euro RSCG Worldwide PR has shown that not only do girls prefer to spend in brick-and-mortar stores but also they pay close attention to price and value. Furthermore, the study shows that teen girls aren’t the reckless online communicators people assume them to be. “They have the capacity to broadcast at their fingertips,” says Euro RSCG Worldwide PR President Marian Salzman, “but they don’t do it.” Read More

Teen Girls May Care About Privacy a Little, After All

By Evan Schuman, March 18, 2010

Marketers have been working on an old, but unconfirmed, assumption that teen girls couldn’t care less about their online privacy. But Euro RSCG Worldwide PR’s new landmark white paper, “The Teenage Girl as Consumer and Communicator,” has found that although girls are happy to share, they do it only with a small circle of intimate friends. “Although the average teen girl might have more than 100 friends on Facebook,” the white paper says, “she focuses on sharing key information with the one or two people closest to her.” Read More

Teen Girls: Sisterhood, Not Social Media, Sells

From Davis Brand Capital, March 16, 2010

Teen girls are completely uninterested in social media (in itself) and couldn’t care less about shopping (when it’s not connected to social interaction). The counterintuitive revelations about teenage girls are part of a groundbreaking new study from Euro RSCG Worldwide PR called “The Teenage Girl as Consumer and Communicator.” Read More

Marketing to a “Bundle of Contradictions”

By Amy Dawson, March 15, 2010

Almost three-quarters of teenage girls use social media in very specific ways, mostly to communicate with friends, while more than three-quarters are more likely to buy sale-priced items than full-priced. Although these results from the Euro RSCG Worldwide PR white paper, “The Teenage Girl as Consumer and Communicator,” are surprising to many people, to the author and mother of what she calls “a bundle of contradictions” (meaning her two teen girls), the findings represent an important confirmation of some motherly intuition. Read More

Teen Girls Use Social Media to Shop

From Permuto Discoveries, March 15, 2010

Teen girls are careful shoppers and spenders, even to the point of being patiently prudent. Although it’s a surprising revelation, it’s just one of many discoveries about the important market demographic presented by Euro RSCG Worldwide PR’s new white paper, “The Teenage Girl as Consumer and Communicator.” Read More