We are the world’s authority on females growing up with social media. GIrlapproved is uniquely qualified to help brands answer the core questions required to increase market share with this new female (see post88s). Technology is not only changing culture, it is changing us as a people. Females are undergoing unprecedented advancements to their identity and power. As brands face a very new future, they must evolve to remain powerful. Girlapproved helps brands identify and design new growth opportunities through products, branding, technology and communication. Girlapproved is a way forward. It gives brands economically substantiated permission to invent and advance. Girlapproved is not about trying to be new, cool or different; it was designed specifically to identify and address unmet needs and desires that are forming due to profound shifts in female culture. Girlapproved is the first-ever female invention and design methodology, producing the most authentic products and brands available. http://girlapproved.us

1. THE
POST88S

2. After four years of collaborating daily with young female
designers (ages 16-22), we recognized a phenomena so
powerful that will force changes across all industries. The
girls are an uprising consumer segment and the forerunners
of a cultural revolution we call the POST88s. They mark the
ending of marketing as we know it, and propel us into a
new exciting future of social, cultural and economic growth.

3. POST88s represent a revolution in the power of the
consumer. They demand a level of authenticity and
identification higher than what brands have ever delivered.
Meeting her needs requires setting aside not only our
assumptions about females, but also contemporary research
and design methodologies. To generate profitable solutions
for the POST88 consumer, new paradigms of inquiry, design
and invention must be created.

4. BORN AFTER
1988
POST88 FEMALES
ARE THE FIRST TO BE
RAISED UNDER SOCIAL
MEDIA’S INFLUENCE

5. POST88S
A CUSTOMER SEGMENTATION
PARAMETER THAT WILL DISRUPT
EVERY MARKET
FEMALE MARKET
1
POST88s are a new consumer market who have such distinct drives, motivations, values, and sensibilities
that you cannot group them with millennials or the older female market.

6. POST88 SOCIAL MEDIA
S
TRIGGERED A POLARIZING &
A CUSTOMER SEGMENTATION
PERMANENT SHIFT IN THE
PARAMETER THAT WILL DISRUPT
PSYCHOLOGICAL MAKE UP
EVERY MARKET OF THE POST88 FEMALES
FEMALE MARKET
FEMALE MARKET
2
The image-affirming benefits of social media on newly forming identities propelled the females sense of
self into healthier states than society has ever experienced before.

7. POST88s PRE88s
3
These two female market segments are compelled by vastly distinct motives. Brands cannot expect to
serve both POST88s and PRE88s with the same products and designs.

8. TODAY, WHAT TURNS THE PRE1988’S ON
IS TURNING POST1988 FEMALES OFF
4
Females psyche and identity have undergone permanent drastic shifts. What often turns PRE88s on
actually turns POST88 females off. This holds true for everything that she consumes.

9. 0 100
HIGH
0 100
LOW SELF
SELF
5
POST88s have a higher sense of self than any other female generation before. This new sense of self
is dramatically influencing all of her consumer preferences and choices.

10. INTERNALLY DEFINED
EXTERNALLY DEFINED
6
These girls are independent, self governed and internally defined. They are not susceptible to
traditional persuasion, external demands and trends. POST88s stand up for their own beliefs.

11. GIRLS
BRAND TRUTHS
TRUTHS
7
She will only agree to things that are consistent with her own truths, Brands can no longer dictate her truths.
They need to ground their products and messaging in her belief system.

12. GIRLS
BRAND STANDARDS
STANDARDS
8
Brands can’t define her standards. POST88s look internally to find their own standards, asking “What’s
cute to me? What’s useful to me? What’s fun to me? What’s smart to me?”

13. NEEDS
NEEDS
SERVE
DEFINE HERS
HERS
9 Brands must learn how to serve her needs. They can no longer define them for her. Being new, cool
or hip is not enough - you must also align to her definition of what is needed.

14. ?
GIRLS
STANDARDS
GIRLS
= TRUTHS
NEEDS
SERVE
HERS
10
What are the intrinsic truths, needs, standards of females? Historically we never answered these ques-
tions. For the first time, brands must discover what females authentically want.

15. GIRLS
STANDARDS
GIRLS
= TRUTHS
NEEDS
SERVE
HERS
11
Pioneering work needs to be done in gender and design to determine the authentic truths, standards
and needs of females, and then apply them to every aspect of marketing.

16. ?
WHAT’S SEXY
TO A GIRL?
HOW DO WE PORTRAY
THIS IS PICTURES?
12
To see just how little we know about a female’s true values, all we have to do is to ask some basic
questions regarding females desires. Even these simple questions on sexy leaves society stumped.

17. ?
WHAT’S A GIRLS
RELATIONSHIP
WITH MONEY?
DO WE ACCOUNT FOR
THIS IN BANKING?
13
Even practical questions, such as those regarding money, products, and industries, pose the same
challenge as the more abstract ones.

18. IN TIME, THIS NEW FEMALE WILL
BE THE ENTIRE FEMALE MARKET
14
There is one absolute truth brands can’t escape: POST88s will grow more economically powerful each
year and eventually dominate the entire female market.

19. S
IC
G
IN
ON
RE
N
ISH
CA
TS
IO
TR
Y
ND
OR
YS
SH
BL
EC
M
CA
TO
PU
FA
FE
SP
EL
AGES
11–14
15
11
Each year, more industries will have to reinvent themselves to meet the requirements of the POST88s. If
brands don’t realign, they will lose generations of females to come.

20. ES
LE
S
ON
ER
BI
GE
S
IC
OM
MO
E
UT
ET
PH
RA
EN
ND
MP
SM
TO
VE
GI
LL
CO
CO
CO
AU
HY
CE
BE
AGES
15-18
16
11
The paradigms we use today in marketing and design cannot produce brands and products that are
consistent with the intrinsic truths, values, desires and design attributes of POST 88 females.

21. NT
S
IC
G
NY
REE
RE
G
N
CA M
AIC
I OO L
Y
NG
TR N
N
IO
IY U
Y
SR
SH
T
RIM
M LO
TE
SH H
EC N
KI
OC
ND
RN
O
OR
A
NS
AL
FE P
B AY
FA C
HB
EL E
EM
GR
FA
CU
TO
PU
AL
CL
SP
AGES
11–14
19-22
17
11
Each year, more industries will have to reinvent themselves to meet the requirements of the POST88s. If brands don’t
For the first time ever, brand survival pivots around answering the question “WHAT’S A GIRL WANT?”
realign, they will lose generations of females to come.

22. We are the authority on POST88s. Our Girlapproved
invention methodology is guaranteed to create new
products, brands and communications that connect to this
revolutionary new consumer. Girlapproved is “permission
to invent”. Not to be new for the sake of innovation, but
to address the deep unmet needs that are growing
amongst female consumers, and to help brands increase
market share by fulfilling these massive opportunities.

23. CONTACT GA
212.334.3477
CONTACT@GIRLAPPROVED.US
W W W.G I R L A PPROVE D.US
©2010 GIRLAPPROVED