Chasing Youth Culture and Getting it Right: How Your Business Can Profit by Tapping Today's Most Powerful Trendsetters and Tastemakers

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Overview

The Millennial Generation, consisting of young people born between1984 and 2002, is growing up during a confounding time ofrapidtechnological advances coupled with a stubborn recession, ofunprecedented sharing and collaboration against a backdrop oftension and conflict. In the middle of it all, the Millennials sit,deciphering their world—or ignoring it—via their cellphones, iPods, laptops, and iPads. What are these elusive andcomplex creatures thinking? What do they care about? ...

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Overview

The Millennial Generation, consisting of young people born between1984 and 2002, is growing up during a confounding time ofrapidtechnological advances coupled with a stubborn recession, ofunprecedented sharing and collaboration against a backdrop oftension and conflict. In the middle of it all, the Millennials sit,deciphering their world—or ignoring it—via their cellphones, iPods, laptops, and iPads. What are these elusive andcomplex creatures thinking? What do they care about? And who willget their dollars?

In Chasing Youth Culture and Getting It Right, youthmarketing expert Tina Wells delivers a first-hand report on today'skid culture. The Millennial Generation breaks down further intotween (8 to 12), teen (13 to 19), and young adults (20 to 26).Chasing Youth Culture, however, shows readers how to market not toage, but to mind-set. Learn how to speak to this generation'stribes: the Wired Techies, the Conformist, But Somewhat ParadoxicalPreppies, the Always Mellow Alternatives, and the Cutting EdgeIndependents.

More wired than any generation before them, Millennials holdgreat power to launch your brand. Get the information you need tofigure out how to deliver to a tribe's values and target the earlyadopters who will inspire others to follow suit.With numerousexamples of organizations who chased the youth demographic and gotit right or who failed to nail their audience, Chasing YouthCulture explains:

  • How technology is rewiring the New Millennial
  • Such concepts as Warholism, the Millennials' desire andexpectation of fame, and Instanity, the insanity of "Now," and howeach can affect your marketing efforts
  • Why Lolitas and mean girls are bad for business
  • How tween and teen trends will forever change the way we liveand work

Whether you're a business professional trying to decode thislucrative market, a parent or aneducator, or a student of socialbehavior eager for a ground-level look at today's kids, ChasingYouth Culture and Getting It Right will be your field guide to thenewest wave of Millennials and their mind-sets.

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Product Details

  • ISBN-13: 9781118004050
  • Publisher: Wiley
  • Publication date: 4/26/2011
  • Edition number: 1
  • Pages: 224
  • Sales rank: 537,129
  • Product dimensions: 6.20 (w) x 9.10 (h) x 1.00 (d)

Meet the Author

Tina Wells

Tina Wells is in her fifteenth year as founder and CEO of Buzz Marketing Group, after starting her career writing for New Girl Times magazine at sixteen years old. Buzz Marketing Group, a youth marketing agency that specializes in youth needs, desires, and trends, has grown a network of approximately 10,000 buzzSpotters® (teen consultants). Tina's long list of honors includes Essence 40 Under 40, Billboard's30 Under 30, and Inc. magazine's 30 Under 30.

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Table of Contents

Preface.

Acknowledgments.

Part One Introducing Generation 2.0.

1 Meet the Kids: Say Hello to the Newest Wave ofMillennials.

2 The Tribes and Their Trends: Figuring Out What Kids Want WhenThey’re More Different than Alike.

Part Two What Millennials Want Now.

3 “I Want It”: What Millennials Buy and Why.

4 “I Texted You :)”: Screen Time, All the Time: HowTechnology Is Rewiring the New Millennial.

5 “Awesome!”: Everything Old School Is New Again:Why Some Brands Will Be Around When Millennials Have Kids of TheirOwn.

6 “I Just Want to Be Mii (and Me)”: The Importanceof Letting Kids Be Kids.

Part Three Young Today, Grown Tomorrow.

7 BuzzSpotting: Tween and Teen Trends That Will Change the WayWe Live and Work.

8 The Coming of the Global Mobile: How the New Millennials WillShape the Future.

Notes.

About the Author.

Index.

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