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Gen BuY: How Tweens, Teens and Twenty-Somethings Are Revolutionizing Retail Hardcover – September 8, 2009
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Top Customer Reviews
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.
Unlike many business tomes, GenbuY is filled with actionable suggestions and facts, yet still fun to read.
The introduction kicks off as a lovefest extolling the inimitable virtues of today's youthful shopper, rather than an objective portrayal of the distinct traits, both positive and negative, of our emerging class of young adults. The gushing tone left me astounded, but after further reading I amended my first impression. What at first looked to be admiration of the younger set emerged as a series of subversive compliments to their Boomer parents.
". . . No society in history has had a greater focus on, interest in, or understanding of the child" (page 6, @2009 Jossey-Bass). Is this true? I was struck by the grandiosity of this statement, but I thought such breezy generalizations would pass. Instead they just kept coming.
Describing a shopping trip between a parent and college-bound kid, a paragraph opens, "With the closer relationship that kids have with their parents these days - "(page 57). On what basis can we make this assertion that Boomers and Millennials enjoy the closest parent-child relationships heretofore in history? The voice of my Silent Generation mother-in-law still sometimes cracks when she speaks of her deceased Lost Generation mother. No lack of closeness there. Adopted by G.I.Read more ›
It was very interesting to read where about how the children are making the decisions for the family on things like electronics because they have never lived in a world without it. They have no idea what life was like before computers, and if you do and you are marketing in the old fashion ways and wondering why this market isn't buying, Gen Buy will help clear up a few major pointers on that.
As I read the book I could see from their examples what other companies are doing and not doing correctly. I would totally recommend this book to anyone who is running a business that offers products to this age group. Gen Buy really explains in detail how this group buys, how they share their information with each other, where they get their information and how fast they could bring down a brand if they don't like it.
It was a real eye opener in so many different ways. Gen Buy isn't just a quick throw together book, they did tons of research to back up what they have written. You have a product that is geared towards to market group? What worked in the past isn't going to work with this group! Your marketing needs to be geared correctly, and Gen Buy is will help.
Most Recent Customer Reviews
Kit Yarrow is obviously an expert when it comes to Millenials. With this book she's once again let us peer into the minds of Millenials and how they think.Published 21 months ago by Brian Stamey
Don't be fooled by the title or subject matter of this book. It is actually very interesting and informative as to how retailers have targeted the younger group of buyers in this... Read morePublished on December 11, 2011 by Rich Spinaci
With dual expertise in consumer behavior and family counseling and dynamics, Kit Yarrow has masterfully explained and documented with painstaking accuracy both the mindset of Gen Y... Read morePublished on August 24, 2011 by Mike S.
This is a great book to get some insight on Gen Y. I know that some older generations think that Gen Y is too "sexy", shops too much, or plays too many video games, and this book... Read morePublished on February 4, 2011 by Sarah K Gabot
This is a thought provoking book full of insights on a generation critical for marketers, and just about everyone else!
Well written, fun to read and HIGHLY RELEVANT.
"Generation BUY, How Tweens, Teens and Twenty Something's are Revolutionizing Retail" -by Kit Yarrow Ph.D. and Jayne O'Donnell
Merita B. Read more
This is one of the most interesting books I've ever read about Gen Y and their spending/shopping habits. Read morePublished on August 9, 2010 by Kivness
I am constantly looking for clues about web sites - why they work - why they don't. GEN BUY answers this question both in writing and example. Check it out.Published on August 6, 2010 by Edward Shuck
As the former CEO of a premium line of products (still best sellers in their category on Amazon) I find the book to be incredibly informative and helpful. Read morePublished on June 2, 2010 by Fly Fisher