Since 2000, one-third more women than men have graduated college, a topic Jon Birger explored in his book DATE-ONOMICS. With greater education comes greater income: Wages for U.S. women age 25-34 have risen 13% since 1980 whereas men’s have fallen 20%. Indeed, Millennial women are so outpacing men in education, it’s inevitable they will be their generation’s high earners. What does this mean for the future of advertising? The rise of Millennial women portends big change in how luxury cars, jewelry and other premium products once purchased mainly by men will be marketed. Translation: opportunity for advertisers who recognize the shift—and peril for those who don’t.