There must be something in the air. In the span of two weeks, we watched as two historic flights launched into space--while earthside, Her Campus Media celebrated our own historic launch this July 22, 2021: the new, redesigned HerCampus.com!
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I don’t need to write about how unprecedented 2020 has been. You’ve read it a million times and trust me, I know - you don’t want to hear it.
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The stakes are at an all-time high to use our voices to effect change--by showing up, by voting… but why not go a step further and become the ones actually doing the decision-making?
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In 2017, the United States Department of Health and Human Services released a regulation that eliminated guaranteed coverage for birth control under the Affordable Care Act by allowing virtually any employer to deny coverage. When that happened, we assured our employees that Her Campus Media would continue to provide insurance coverage of birth control, and we proudly committed ourselves as a Business for Birth Control.
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TLDR: College women support the #StopHateForProfit boycott (73%) and are planning on spending less time on Facebook as a result (37%). They don’t trust Facebook (59%) and state that brands who chose not to participate in the boycott will lose their support (34%). As a result of the boycott, college women plan on spending more time on: trusted publishers’ websites, Twitter, Pinterest, Snapchat, and TikTok (30-54%). Brands should think carefully about their approaches to Facebook advertising and strongly consider diversifying their Gen Z marketing strategies across other platforms as a result.
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"Welcome to the world of Gen Z in 2020. The generation of resilience and of change-makers. And the generation that all smart marketers know has the power to change culture and brands for the better."
Are you wondering why Gen Z matters? Or how does a brand win with them? Or why are we even thinking about Back-to-College marketing in the middle of a pandemic? Check out my latest article breaking it down for brands and advertisers here!
Over these past days we have had difficult conversations, listening, learning, and determining the most appropriate and impactful actions for us to take in response to recent events as well as the larger societal and systemic injustices we are confronting as a country. It's incredibly important to us to make it clear that Her Campus Media stands with the black community, supports Black Lives Matter, and is rallying behind this fight for justice.
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Had the best time celebrating the class of 2020 at #ImStillGraduating, Her Campus's live commencement ceremony! If you missed it, you can still watch it here.
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This leads me to the questions on every marketer’s mind - What does this mean for Back-to-College marketing in 2020? Will schools open this Fall? Should we still be planning for and investing in Back-to-College campaigns?
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