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

ISBN: 978-0-470-40091-3
272 pages
September 2009, Jossey-Bass
Gen BuY: How Tweens, Teens and Twenty-Somethings Are Revolutionizing Retail (0470400919) cover image

Discover the forces driving the decisions of today's most sought after consumers

According to recent statistics, members of Generation Y shop 25 percent to 40 percent more than the average consumer. In Gen BuY, Yarrow and O'Donnell argue that these voracious and fearless consumers have revolutionized the way Americans shop by turning traditional sales and marketing strategies upside down. Based on solid research, the book offers an in-depth look at what motivates these young people to buy certain products and reject others. The authors reveal what makes these consumers tic-how they define power, why they loath manipulation, and why they rely on technology-and show marketers how they can tap into the buying power of this burgeoning group of consumers.

  • Shows what it takes to successfully woe and win young consumers with purchasing power
  • Filled with surprising insights into the psyche of Gen Y buyers
  • Written by an expert in consumer research and a well-connected media consumer author

Gen Buy is a must-have resource for marketers, advertisers, retailers, and manufacturers who want to understand the new generation of consumers.

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Introduction.

1: Gen Y Is from Mercury.

2: They Shop Like They’re from a Different Planet Than Their Parents’, Too.

3: The Whys Behind the Buys.

4: The Lives, Minds, and Hearts of Today’s Tweens, Teens, and Twenty-Somethings.

5: Sex, Love, and Shopping.

6: Influence: The Force That Is Gen Y.

7: What Works with Gen Y.

8: Adapting to Gen Y’s Shopping Preferences and Power: Views from Our Experts.

Notes.

Acknowledgments.

About the Authors.

Index.

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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.

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Yarrow, consumer psychologist, and O’Donnell, 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 and influence 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 and the psychological motivations guiding its purchasing. 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.) (PublishersWeekly.com, May 2009)
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September 07, 2009
Gen BuY

“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.”

--Publisher’s Weekly

 

Tweens, teens and twenty-somethings are today’s most enthusiastic and influential consumers and tomorrow’s economic powerhouses. Generation Y, those born between 1978 and 2000, have overtaken Baby Boomers in sheer numbers and are poised to do the same with their incomes by 2017.

 

In Gen BuY: How Tweens, Teens and Twenty-Somethings Are Revolutionizing Retail (Jossey-Bass; September 2009; 978-0-470-40091-3; $24.95), consumer psychologist Kit Yarrow and USA Today retail reporter Jayne O’Donnell offer fresh insights and strategies for marketers and retailers hoping to capture the interest (and incomes) of Gen Y; and arm consumers with a better understanding of the motivations and triggers behind shopping and buying.

 

Filled with insightful, often funny and sometimes shocking tales of the relationship between people and their possessions, Gen BuY is the first in-depth, psychological look at why young people buy what they do and what works (and doesn’t) in retail. The authors explain the hearts, minds and motivations of Gen Yers, arguing that a deep understanding of this generation is essential bedrock for the more authentic relationships they demand from the brands and retailers they support. They follow this up with insights for retailers and marketers hoping to win with today’s Millennial shoppers.

 

The author’s proprietary research includes a survey of 2,000 Americans, 11 focus groups across the country, hundreds of interviews with Gen Yers and scores of mall visits. They also interviewed dozens of retail executives ranging from CEOs of Macy’s and J.C Penney to the founders of Juicy Couture and the upstart website Karmaloop; and analyzed hundreds of surveys from top research firms in the United States.

 

The authors explain everything from the ways marketers can successfully use social media, to how technology has changed the way Gen Y thinks (and consequently considers purchases), to the ways that Gen Y guys shop differently from their fathers – and what that means to retailers.

 

 

 

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