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

Wells, Tina

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7 ratings by Goodreads

9781118004050: Chasing Youth Culture and Getting it Right: How Your Business Can Profit by Tapping Today's Most Powerful Trendsetters and Tastemakers

Hardcover

ISBN 10: 1118004051 ISBN 13: 9781118004050

Publisher: Wiley, 2011

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Understand and market to the newest wave of millennials

Whether you're a business professional trying to decode the $43 billion youth market, a marketer looking for a message that connects, or an entrepreneur trying to develop youth-oriented products, Chasing Youth Culture and Getting It Right gives you an unparalleled field guide to the newest wave of millennials and their mindsets.

Inside this unique book, you'll meet four major tribes?the Wired Techie, The Conformist But Somewhat Paradoxical Preppy, The Always-Mellow Alternative, and The Cutting-Edge Independent?and understand their key traits, likes and dislikes, and what kind of adult they will likely become.

Includes many examples of companies, brands, and organizations who chased the youth demographic and got it right, or who failed to nail their audience
Understand such concepts as Warholism, Tweenabees, Hand-me-ups, Massclusivity, The Facebook Effect, and Instantity
Author has won many honors and much media recognition as a young entrepreneur and youth marketer to watch

Want to understand the next generation? Get Chasing Youth Culture and Getting It Right and discover how to reach this fascinating and elusive demographic.

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From the Author:

I started my career almost 15 years ago, at the age of 16. And I will admit it was a total and complete accident. At the time, I was working as a writer for a newspaper for girls out of New York City, The New Girl Times. The publisher of the paper, Miriam Hipsh, really gave me - and other young writers - an amazing opportunity. I really understood the power of my voice. What started out as a gig writing product reviews turned into a company I founded called The Buzz. The Buzz transformed into Buzzteen.com, which eventually became Buzz Marketing Group.

So this concept of chasing youth culture and getting it right is something on which I've spent my entire career focusing. From a very young age, I've had the privilege of working with brands like Verizon Wireless, Candie's, Maidenform, American Eagle Outfitters, PBS, and a host of others. I've been able to learn from the things they did right, and major blunders they've made in an effort to satisfy the Millennial consumer.

We live in a world that is completely obsessed with staying young and understanding young people. This book isn't just for the marketers who are trying so hard to get the youth dollar, it's for the Millennials' teachers, parents, the media - anyone who wants to understand how to talk to and understand today's young people.

I hope that through this book, I will be able to finally put an end to a few Millennial myths (they're apathetic, they don't care about anything) and also enlighten you on how they behave and want to be communicated with (tribes are important, and you have to speak their language).

In this book you'll learn about mindset marketing, and how you have to market to Millennials based on their tribal needs. There is a distinct way that Millennials want you to talk to them, and understanding what their needs are will make this communication that much easier. I'll also discuss the importance of technology, and how it's changing the way Millennials think and how they feel about the future. It greatly impacts the way marketers communicate with them. Finally, I'll introduce the trend of Global Mobiles - my new name for Millennials. The world has truly become their oyster, and there are no technological limits when it comes to consuming the good that they really want.

I hope that you enjoy this book, and I hope that it serves as a guide to you on your journey to understand Millennials more. This book is full of advice that I give my clients every day. I believe that marketers truly want to understand Millennials - actually, we all do - and this book is my attempt to start what I hope is a very engaging and ongoing conversation. Let the conversation begin.

From the Inside Flap:

The Millennial Generation, consisting of young people born between 1984 and 2002, is growing up during a confounding time ofrapid technological advances coupled with a stubborn recession, of unprecedented sharing and collaboration against a backdrop of tension and conflict. In the middle of it all, the Millennials sit, deciphering their world—or ignoring it—via their cell phones, iPods, laptops, and iPads. What are these elusive and complex creatures thinking? What do they care about? And who will get their dollars?

In Chasing Youth Culture and Getting It Right, youth marketing expert Tina Wells delivers a first-hand report on today's kid culture. The Millennial Generation breaks down further into tween (8 to 12), teen (13 to 19), and young adults (20 to 26). Chasing Youth Culture, however, shows readers how to market not to age, but to mind-set. Learn how to speak to this generation's tribes: the Wired Techies, the Conformist, But Somewhat Paradoxical Preppies, the Always Mellow Alternatives, and the Cutting Edge Independents.

More wired than any generation before them, Millennials hold great power to launch your brand. Get the information you need to figure out how to deliver to a tribe's values and target the early adopters who will inspire others to follow suit.With numerous examples of organizations who chased the youth demographic and got it right or who failed to nail their audience, Chasing Youth Culture explains:

How technology is rewiring the New Millennial
Such concepts as Warholism, the Millennials' desire and expectation of fame, and Instanity, the insanity of "Now," and how each 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 live and work

Whether you're a business professional trying to decode this lucrative market, a parent or aneducator, or a student of social behavior eager for a ground-level look at today's kids, Chasing Youth Culture and Getting It Right will be your field guide to the newest wave of Millennials and their mind-sets.

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