Skimm Studies
Feb 14, 2017 · 6 min read
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Read en español

President Trump’s recent executive orders on immigration have put the issue in the spotlight like never before. theSkimm’s female millennial audience is paying attention — and putting their money where their opinions are.

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theSkimm is a non partisan audience company that makes it easier to be smarter. theSkimm has a highly engaged audience of more than 5 million primarily female millennials across a suite of products, with a significant portion being between ages 22–35. They are industry leaders, with many of them earning more than $100,000 a year in fields like media, PR, and finance. And they are split along party lines.

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This audience trusts theSkimm to keep them informed on the issues that are most important to them. That includes immigration.

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The Trump administration signaled early on that immigration would be a top priority in 2017. theSkimm surveyed its millennial audience in January, right before Trump was sworn into office, to see where they stand on the issue. Weeks later, Trump issued an executive order temporarily banning people from seven Muslim-majority countries from entering the US, temporarily banning all refugees, and banning Syrian refugees indefinitely. So theSkimm ran another survey. And…things changed.

The follow-up survey was taken before a federal judge in Washington issued a nationwide order temporarily halting the ban. At press time, an appeals court ruled to keep the immigration policy on hold. The following data reflects responses from both surveys.

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Before Trump’s inauguration on January 20th, immigration was one of the issues millennial women said was the least important to them. Just 36% said it was a priority, putting it in 9th place out of 9 issues. Healthcare and education were at the top of their lists. Fast forward to February, and millennial women have done a 180.

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Since the beginning of January, there has been a spike in how many women are looking to be informed on this issue (from 70% to 85%) and many of them have begun to take action. 76% of millennial women have started looking for different news sources to get a more well-rounded opinion of all sides of this issue.

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Millennial women admit to wanting to better understand the immigration debate. 72% say they feel uninformed about the issue, relatively unmoved from when 79% said they felt uninformed in January. Here’s what they want to know more about…

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Here’s where millennial women agree on how Trump is handling immigration…

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Here’s where millennial women disagree…

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To see how millennial women are divided on this issue, just look back to how they voted in November.

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Here’s what they have to say about it…

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Since Trump’s executive orders, there has been a huge spike in activism around the issue, especially when it comes to brands.

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Here’s what’s going on…

Starbucks and Lyft are attracting female millennials. In the wake of Trump’s executive orders, Starbucks announced plans to hire 10,000 refugees worldwide in the next five years. Lyft pledged to donate $1 million to the ACLU.

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Other companies drawing support include Google, Apple, Nike, Facebook, Airbnb, and Amazon.

Uber stands out by far as the brand most likely to lose support because of its perceived immigration stance. After Trump’s executive orders were announced, protesters gathered at JFK International Airport. NYC taxi workers went on strike, refusing to pickup passengers from the airport. But Uber chose to continue operating at JFK, and got rid of surge pricing — leading some customers to believe the company was taking advantage of the situation, and a #DeleteUber movement. Uber said it wasn’t trying to take advantage, and its CEO Travis Kalanick later clarified that he is firmly against the immigration policy. He also set up a $3 million legal defense fund for affected drivers, and resigned from Trump’s business advisory council.

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In just two weeks, millennial women made immigration a top priority. They don’t feel they fully understand the issue, and are aiming to break out of their bubble and get informed by seeking different kinds of news sources. They’re using their spending power to support, or reject, brands based on where they stand on this issue. Overall, the partisan divide is strong. Millennial women are either for or against Trump’s immigration policies — there is no in between.

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A Skimm product that offers an inside look into what female millennials think. Skimm Studies makes it easier to be smarter about female millennials.

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To understand where theSkimm’s female millennial audience stands on immigration, a random sampling of theSkimm’s daily newsletter audience was surveyed. There were just over 10,000 responses, of which almost 50% of respondents were female millennials between 22–35 years old. The data conclusions drawn here are based on responses from the female millennial cohort.

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theSkimm is a non partisan audience company that makes it easier to be smarter. theSkimm is getting millennial women informed on the issues that will drive the national conversation in 2017 with its No Excuses campaign. The first one just kicked off, and the focus is immigration.

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