Chasing Youth Culture and Getting It Right: How Your Business Can Profit by Tapping Today's Most Powerful Trendsetters and Tastemakers Hardcover - 2011 - 1st Edition

From the rear cover

Praise for Chasing Youth Culture and Getting It Right

"This book offers powerful and useful insights into marketing to a tough to reach crowd. While trendsetters and tastemakers are hard to reach, Tina Wells provides great tips and strategies on finding and capturing this elusive group."--Jane Buckingham, founder and President, Trendera

"Chasing Youth Culture and Getting It Right is the definitive road map to Millennials. If you need to reach them, follow the path of Tina Wells." --Ross Martin, Executive Vice President, MTV

"Chasing Youth Culture and Getting It Right will help small businesses that depend on the younger demographic thrive. A veteran in her industry, Tina Wells lays out clear, thoughtful analysis of this group including their ever-changing habits and needs. This resource presents entrepreneurs the proper way to reach and connect in order to gaina foothold within the lucrative youth market." --Tennille M. Robinson, Senior Multimedia Content Producer, Small Business Black Enterprise

"Tina Wells doesn't just know youth marketing--she IS youth marketing! Want to know what the difference is? Then read this book."--Scott Gerber, founder and CEO, Gerber Enterprises;author of Never Get a "Real" Job

"Forget everything you thought you knew about youth marketing and let Tina Wells give you the real skinny on how tweens, teens, and young adults think, act, and spend. Tina deconstructs this 'golden egg' demographic with such wisdom and authority that if you're not currently targeting this $43 billion market, you may want to rethink your marketing strategy. Fast."--Donna Fenn, author of Upstarts: How GenY Entrepreneurs Are Rocking the World of Business and 8 Ways You Can Profit from Their Success

From the jacket 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.