Two targets. The family members buying a care pack for someone they know personally and the "Good Cause" buyers who want to donate a care package to troops.
WOMEN 20 - 35 YRS OF AGE
MARRIED TO ACTIVE DUTY DEPLOYED
• Diverse in age, income, race, and education
• Millennial Generation - Social Media Heavy
• Married to Active Duty that is deployed
• Care and want to PROVE they care
• Rely on sites such as Pinterest and Blogs for
care package inspiration
On one end of the scale (20-25) these women are very youthful in their thinking process. They have rarely had the opportunities to
handle money, budgets or expenses. They are very independent and are determined to prove their value and validity not only within
their social rung but to their spouse. Very dependent on social media and smart-phone savvy. With Spousal, combined, income 60K
+; Very young mindset with a generational NOW attitude. Majority of spouses are enlisted with high school diploma - Only 5.9% have a Bachelor’s Degree or higher; Spends approx. 50 hours a week Online.
Young mothers who are trying to focus on raising a family while showing support for their service member. This psycho-graphic
category values the ideation of family and military service.
Those who want to donate
WOMEN 35 - 65 YRS OF AGE
MOTHERS & GRANDMOTHERS
• Diverse segment
• Includes Baby Boomer Generation
• VERY Patriotic
• High School Graduates to Highly Educated
• New to Social Media and Facebook
Many Veterans in the group. These women are of the X Generation - a generation that is highly educated, active, balanced, happy
and family oriented. Unlike their parents who challenged leaders with an intent to replace them, they are less likely to idolize leaders
and are more inclined to work toward long-term institutional and systematic change through economic, media and consumer actions.
This group is either married to, or has children or grandchildren in the Armed Forces. They grew up during the technology development
era and have a good understanding and use of online shopping. These women include spouses to military members and are
accustomed to the deployment lifestyle, focusing their time on their home and family. They aren’t as eager to continually send gifts and
are more conscientious in their spending. They use applications such as Facebook and Pinterest to maintain their relations and use
social media to check on their service member during deployment