Mind Your X's and Y's: Satisfying the 10 Cravings of a New Generation of Consumers [NOOK Book]

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Overview


Today's 18-to-40-year-olds make for a notoriously elusive group of consumers: they're savvy, sophisticated, and particular. They're all but immune to traditional advertising and have an instinctive sense of quality and fair pricing. Inundated with choices, they are drawn to brands that satisfy not just what they need, but what they crave. At the same time, these consumers are spending money like it's going out of style. Generation X has firmly refuted its slacker reputation and is nearing the height of its earning potential. Generation Y has more buying power than any previous generation of teens and twentysomethings. But how to win their attention and ...
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More About This Book

Overview


Today's 18-to-40-year-olds make for a notoriously elusive group of consumers: they're savvy, sophisticated, and particular. They're all but immune to traditional advertising and have an instinctive sense of quality and fair pricing. Inundated with choices, they are drawn to brands that satisfy not just what they need, but what they crave. At the same time, these consumers are spending money like it's going out of style. Generation X has firmly refuted its slacker reputation and is nearing the height of its earning potential. Generation Y has more buying power than any previous generation of teens and twentysomethings. But how to win their attention and loyalty?

In Mind Your X's and Y's, Lisa Johnson proves that the buying habits of 18-to-40-year-olds can be anticipated. Johnson, coauthor of Don't Think Pink and a leading marketing consultant, pinpoints the new rules of engagement for this Connected Generation. Based on her own and others' groundbreaking research, she looks into the heart of the Gen X and Y psyche to identify its ten core cravings -- for adventure, for high-concept design, for new families and social networks, and for personal storytelling, to name a few.

This revolutionary book is packed with fascinating case studies of established and breakaway brands from every major industry, interviews with dozens of maverick thinkers and hundreds of consumers, and numerous revealing statistics. Johnson analyzes the scope of each craving to determine how it drives specific buying behaviors and offers relevant data that illustrate its impact. Mind Your X's and Y's equips anyone who wants to reach these consumers -- brand managers and their advertising, online, creative, packaging, events, and promotions teams; small-business owners and their marketing staff; advertising agencies and specialists -- with the know-how to transform market research into profitable strategies.

Members of Generations X and Y are the most coveted and hard-to-reach consumers in the marketplace. Mind Your X's and Y's is a master class in how to create compelling brands for this Connected Generation.

Editorial Reviews

Publishers Weekly
For those who want to know what the wired generations want to consume and experience, this book provides plenty of insights. CEO of marketing consultancy ReachWomen, Johnson clearly knows her topic, providing many examples of brands that have appealed to the desire for personalization, adventure, high concept design, loose family and social networks, spirituality and five other core "cravings" of 18- to 40-year-olds. Each chapter is also sprinkled with case studies to illustrate marketing success stories, ending in workbook sections with exercises that will help readers apply the advice in each chapter. In fact, readers would do well to read this book close to a computer or keep a pen at hand to jot down URLs. The volume of information is at once its strength and shortcoming: 10 chapters deliver on the subtitle's promise, but the information can be overwhelming. Fortunately, the author addresses that concern in the book's conclusion, where she outlines some ways to put new ideas to work within an organization. (Sept.) Copyright 2006 Reed Business Information.
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From The Critics
What used to work in marketing has changed, and many companies are trying to figure out how to react as their market shares erode. One way is to focus marketing efforts on a smaller demographic group and capture its loyalty. These new books focus on two such attractive population segments: baby boomers and the so-called Generations X and Y, which together form the 18- to 40-year-old consumer group. Curiously, Johnson previously wrote Don't Think Pink: What Really Makes Women Buy, but here she opts for a generational rather than gendered treatment, while coauthors Brown and Orsborn, both executives at Imago Creative, a marketing firm specializing in baby boomer women, apply their expertise on marketing to women. Both books suggest that traditional marketing and advertising don't work with either boomer women or the later generations-as the prime audience, for instance, 18- to 34-year-old mothers can no longer be expected to watch the soaps-and attempt to explain both why and what can be done about it. The books observe what their subject groups do (at work and at play) and how they want to be treated. For example, Generations X and Y are really into technology, using it in new ways that allow them to form bonds with one another that generally escape boomers. In fact, baby boomer women really want technology to be as simple to use as possible, and they seek to use it in completely different ways. Both books provide ample case studies to substantiate their theories. Ad agencies, corporate libraries, and business schools should consider acquiring both volumes if they want to have the latest thinking on segmentation and targeting, but these are optional purchases for general circulation libraries, even with substantial marketing collections.-Stephen E. Turner, Turner & Assocs., San Francisco Copyright 2006 Reed Business Information.

Product Details

  • ISBN-13: 9780743293846
  • Publisher: Free Press
  • Publication date: 9/13/2006
  • Sold by: SIMON & SCHUSTER
  • Format: eBook
  • Pages: 288
  • Sales rank: 929,852
  • File size: 300 KB
  • Items ship to U.S, APO/FPO and U.S. Protectorate addresses.

Meet the Author


Lisa Johnson is a marketing pioneer, skilled researcher, and expert on consumer behavior. She is the coauthor of Don't Think Pink and CEO of The Reach Group, an international marketing consultancy that helps companies create more compelling brand experiences for women (ReachWomen.com) and the Connected Generation (ReachGroupConsulting.com).

Table of Contents

1 Shine the spotlight : extreme personalization gives marketing a new face 15
2 Raise my pulse : adventure takes its place as the new social currency 35
3 Make loose connections : the new shape of "families" and social networks 55
4 Give me brand candy : everyday objects get sharp, delicious, intuitive design 79
5 Sift through the clutter : editors and filters gain new prominence 101
6 Keep it underground : the rejection of push advertising and the rising influence of peer-to-peer networks 125
7 Build it together : connected citizens explore their creative power and influence change 151
8 Bring it to life : everyday activities are orchestrated to deliver a dramatic sense of theater 175
9 Go inward : spiritual hunger and modern media find common ground 195
10 Give back : redefining volunteerism and the meaning of contribution 217
Conclusion : the new players you need to know 239
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