Gen BuY: How Tweens, Teens and Twenty-Somethings Are Revolutionizing Retail

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More About This Book

Overview

Praise for Gen BuY

"Technology, research, and psychographics combine to give us an excellent primer on the honesty and transparency needed to motivate and reach the Millennials. Yarrow and O'Donnell merge two streams of thinking to effectively build the case that Gen Yers are savvy to every tactic in the marketing equation. To bring them into our customer base, we must respect them every step of the way."
—Peter Stringham, chairman and CEO, Young & Rubicam Brands

"Thanks to extensive research, including one-on-one interviews, focus groups, and a national online survey, the authors offer an astute look at the motivations and influence of these powerful consumers. This enlightening book is a must-read for all who hope to keep their companies relevant and viable."
—Publishers Weekly

"Compelling and important reading, especially in today's economy. The headlines tell you the numbers. This book tells you how to make them better."
—Ben Stein, economist, actor, and New York Times columnist

"This book is a must-read for anyone who wants to appeal to the most powerful consumers of all time. Yarrow and O'Donnell capture the essence of a generation that, fortunately for retailers, really loves to shop!"
—Tracy Mullin, president and CEO, National Retail Federation

"Gen BuY unlocks the secrets of learning about and understanding the youth of America and their purchasing patterns. It's time well spent."
—Keith Crain, chairman, Crain Communications

Editorial Reviews

Publishers Weekly

Yarrow, consumer psychologist, and O'Donnell, a USA Today reporter, explore the buying habits and influence of Generation Y-those born between 1978 and 2000-arguing that this cohort has become the nation's tastemaker and is revolutionizing how companies do business and how marketers reach their audience. Thanks to extensive research, including one-on-one interviews, focus groups and a national online survey, the authors offer an astute look at the motivations of these powerful consumers. They show how societal shifts contributed to a generation that's strongly connected to shopping; they also present Gen Y's unique-often gendered-buying behaviors. Of particular interest is the chapter on what savvy marketers are doing to harness this group's incredible buying power. The authors also include insightful commentary from Gen-Yers themselves who underscore how different their generation is from previous ones. This enlightening book is a must-read for all who hope to keep their companies relevant and viable. (Sept.)Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.

Product Details

  • ISBN-13: 9780470400913
  • Publisher: Wiley, John & Sons, Incorporated
  • Publication date: 9/8/2009
  • Pages: 272
  • Sales rank: 205,726
  • Product dimensions: 6.20 (w) x 9.00 (h) x 1.10 (d)

Meet the Author

Kit Yarrow, Ph.d., is an award-winning consumer research scholar and a professor of both marketing and psychology at Golden Gate University, where she chairs the Psychology Department. She speaks and consults regularly in the U.S. and in Europe, applying psychology to shopping, business, and society.

Jayne O'Donnell is a retail and automotive reporter for USA Today, where she has worked since 1993 and won several journalism and public service awards. A former columnist for Woman's Day, Jayne has written for publications including Good Housekeeping, Cosmo Girl!, and Parents.

Table of Contents

1 Gen Y Is from Mercury 1

2 They Shop Like They're from a Different Planet from Their Parents, Too 21

3 The Whys Behind the Buys 47

4 The Lives, Minds, and Hearts of Today's Tweens, Teens, and Twenty-Somethings 77

5 Sex, Love, and Shopping 119

6 Influence: The Force That Is Gen Y 147

7 What Works with Gen Y 169

8 Adapting to Gen Y's Shopping Preferences and Power: Views from Our Experts 209

Notes 227

Acknowledgments 237

About the Authors 241

Index 243

Customer Reviews
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  • Posted August 15, 2011

    Great for marketers - and anyone who wants to know what makes gen y tick

    Really insightful especially about what makes teens and young adults tick. Fun read.

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