This book is the first in-depth look at what motivates young people to buy certain products and reject others. The authors will use shoppingalready an activity packed with psychological meaningas a lens to understand how our culture at large will be impacted by this influential generation. With unique insight into the hearts and minds of Gen Y, Yarrow and ODonnell show how this group will continue to turn traditional sales and marketing upside down, and make well-supported predictions for the future. From the music industrys fast-declining sales of CDs in favor of digital downloads, to grandparents playing with Wiis, to the booming green movement, Gen Ys stamp is already pervasive.
Book Details:
- Author: Kit Yarrow
- ISBN: 9780470400913
- Year Published: 2009
- Pages: 272
- BISAC: BUS016000, BUSINESS & ECONOMICS/Consumer Behavior
About the Book and Topic:
This book is the first in-depth look at what motivates young people to buy certain products and reject others. The authors will use shoppingalready an activity packed with psychological meaningas a lens to understand how our culture at large will be impacted by this influential generation. With unique insight into the hearts and minds of Gen Y, Yarrow and ODonnell show how this group will continue to turn traditional sales and marketing upside down, and make well-supported predictions for the future. From the music industrys fast-declining sales of CDs in favor of digital downloads, to grandparents playing with Wiis, to the booming green movement, Gen Ys stamp is already pervasive.
Generation Y–the first raised from day one with access to the Internetis unique and unusually influential. They shop 25 to 40% more often than the typical shopper. Their youngest members spend an average of over $100 a week, and they hold great sway over what their parents buy. Gen Y, for example, is influencing at least half of auto purchases and more than 80% of the apparel buys in their homes. Gen Ys values and preferences are revolutionizing the way all Americans shop and in which products and brands are marketed.
MEDIA PLATFORM: Yarrow is a frequent source for the business media; her work has been featured in The New York Times; National Public Radio; Marketplace; Good Morning America; Fox News Channel; ABC World News; Real Simple magazine and U.S. News and World Report. ODonnell is a high-profile business reporter for USA Today. She has been a repeat guest expert on Good Morning America, and has appeared on Live! With Regis & Kelly, and on CNN, Fox News Channel, MSNBC, and CBS news programs. CONFIRMED MEDIA PLACEMENT: Good Morning America, Marketplace and USA Today. EMAIL BLAST: Through the National Retail Federation email newsletter Smartbrief, which reaches 44,000 executives and managers and targeted consumer lists from USA Today. ENDORSED BY PACO UNDERHILL. SPEAKING: Authors are preparing a packed speaking schedule for pub time and beyond. Bookings to include: National Retail Federation (over 16,000 attendees), American Marketing Association, American Management Association, Shop. org Conference, RIS Retail Technology Conference. More to come. LARGE AUDIENCE WITH NEED TO KNOW: Marketers, advertisers, retailers, manufacturers and all business leaders will all be drawn to a book that fully lays out the motivations and desires of this powerful generation, over 85 million strong.
About the Author
Kit Yarrow (San Francisco, CA) is an award-winning consumer research scholar, a tenured professor of both business and psychology, and a business consultant. She appears regularly on Good Morning America and Marketplace and speaks frequently in the U.S. and in Europe, applying psychology to shopping, business, and society. Yarrow chairs the Psychology Department of San Francisco-based Golden Gate University, where she has a joint appointment as a professor of psychology and marketing. Shes consulted for top firms, such as General Electric, Del Monte, Nokia, and Cosmopolitan. Jayne O’Donnell (McLean, VA) is the retail reporter at USA Today, where she has worked for more than 15 years. During that time, ODonnell has won several public service and journalism awards for her reporting on consumer issues. She is frequently interviewed on television and radio and has appeared on Good Morning America, Fox Business Network and on CBS, CNN and MSNBC programs, as well as Live! With Regis s Day and has written Good Housekeeping, Cosmo Girl! and Parents.