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

Kit Yarrow (Author), Jayne O'Donnell (Author)

Book Description

Publication Date: September 8, 2009

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.

Editorial Reviews

From Publishers Weekly

Yarrow, consumer psychologist, and O'Donnell, a 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 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. 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.)
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.

Review

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)

See all Editorial Reviews

Product Details

• Hardcover: 272 pages
• Publisher: Jossey-Bass; 1 edition (September 8, 2009)
• Language: English
• ISBN-10: 0470400919
• ISBN-13: 978-0470400913
• Product Dimensions: 9.1 x 5.9 x 1 inches
• Shipping Weight: 1 pounds (View shipping rates and policies)
• Average Customer Review: 4.7 out of 5 stars  See all reviews (20 customer reviews)
• Amazon Best Sellers Rank: #141,736 in Books (See Top 100 in Books)

Customer Reviews

Most Helpful Customer Reviews

9 of 10 people found the following review helpful:

5.0 out of 5 stars This book will unlock your teen's mind (and wallet?), August 31, 2009

By 

Teen Mom (California) - See all my reviews

This review is from: Gen BuY: How Tweens, Teens and Twenty-Somethings Are Revolutionizing Retail (Hardcover)

I bought Gen BuY to learn more about why my teenagers and their friends are so into shopping and what retailers are doing to try to get them to buy things. It's so much more than that. This is one of the best books on the psychology of today's teenagers that I've ever read. It's not only deep, it's clever and funny too. I highly recommend it anyone who wants to know more about the psychology of shopping, today's teenagers or what retailers do to get them to spend money. learned a lot about my teen by reading this book!

6 of 6 people found the following review helpful:

5.0 out of 5 stars Insightful and Well Written, September 8, 2009

By 

Mitchell L. Marks (San Francisco) - See all my reviews
(REAL NAME)   

This review is from: Gen BuY: How Tweens, Teens and Twenty-Somethings Are Revolutionizing Retail (Hardcover)

What a gem this book is! It tells not just the "what" about Gen Y buying tendencies, it gives insight into the underlying "why". It seems to be very well researched and definitely is well written. A clear, concise, and highly practical book for any one trying to understand how this generation of consumers approaches and addresses the marketplace.

6 of 6 people found the following review helpful:

5.0 out of 5 stars Gen BuY: Accurate and Interesting, September 4, 2009

By 

L. Perry - See all my reviews
(REAL NAME)   

This review is from: Gen BuY: How Tweens, Teens and Twenty-Somethings Are Revolutionizing Retail (Hardcover)

As someone who is classified as "Gen Y" I had the desire to read this book to see if the conclusions were really true and if my habits fell in line with other people in my generation. Not only did I realize that I am a typical "Gen Y" consumer but I also was able to glean information about why I do the things that I do, make the purchases that I do and how outside influences dictate my shopping.

Truly a great book that would be interesting to anyone that falls under the "Gen Y" category, or any company that is interested in marketing/selling to this demographic. Having a sales background as well (although not one that exclusively markets to Gen Y) it assisted me in understanding the thought process of potential purchasers.