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

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

Tina Wells

ISBN: 978-1-118-06166-4

Mar 2011

224 pages

$16.99

Description

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.

Preface.

Acknowledgments.

Part One Introducing Generation 2.0.

1 Meet the Kids: Say Hello to the Newest Wave of Millennials.

2 The Tribes and Their Trends: Figuring Out What Kids Want When They’re More Different than Alike.

Part Two What Millennials Want Now.

3 “I Want It”: What Millennials Buy and Why.

4 “I Texted You :)”: Screen Time, All the Time: How Technology Is Rewiring the New Millennial.

5 “Awesome!”: Everything Old School Is New Again: Why Some Brands Will Be Around When Millennials Have Kids of Their Own.

6 “I Just Want to Be Mii (and Me)”: The Importance of Letting Kids Be Kids.

Part Three Young Today, Grown Tomorrow.

7 BuzzSpotting: Tween and Teen Trends That Will Change the Way We Live and Work.

8 The Coming of the Global Mobile: How the New Millennials Will Shape the Future.

Notes.

About the Author.

Index.