Today's 18-to-40-year-olds make for a notoriously elusive group of
consumers: they're savvy, sophisticated, and particular. They're
all but immune to traditional advertising and have an instinctive
sense of quality and fair pricing. Inundated with choices, they are
drawn to brands that satisfy not just what they need, but what they
crave. At the same time, these consumers are spending money like
it's going out of style. Generation X has firmly refuted its
slacker reputation and is nearing the height of its earning
potential. Generation Y has more buying power than any previous
generation of teens and twentysomethings. But how to win their
attention and loyalty?
"In Mind Your X's and Y's," Lisa Johnson proves that the buying
habits of 18-to-40-year-olds can be anticipated. Johnson, coauthor
of "Don't Think Pink" and a leading marketing consultant, pinpoints
the new rules of engagement for this Connected Generation. Based on
her own and others' groundbreaking research, she looks into the
heart of the Gen X and Y psyche to identify its ten core cravings
-- for adventure, for high-concept design, for new families and
social networks, and for personal storytelling, to name a few.
This revolutionary book is packed with fascinating case studies
of established and breakaway brands from every major industry,
interviews with dozens of maverick thinkers and hundreds of
consumers, and numerous revealing statistics. Johnson analyzes the
scope of each craving to determine how it drives specific buying
behaviors and offers relevant data that illustrate its impact.
M"ind Your X's and Y's" equips anyone who wants to reach these
consumers -- brand managers and their advertising, online,
creative, packaging, events, and promotions teams; small-business
owners and their marketing staff; advertising agencies and
specialists -- with the know-how to transform market research into
profitable strategies.
Members of Generations X and Y are the most coveted and
hard-to-reach consumers in the marketplace. "Mind Your X's and Y's"
is a master class in how to create compelling brands for this
Connected Generation.
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