Kit Yarrow Decodes Gen Y

Gen Y Decoded: Insights and Tactics for Leaders, Teachers and Managers

Today’s teens and twenty-somethings are a different animal. Socio-cultural factors have contributed to a generation that thinks and relates to others differently than older generations. Managers and mentors are grappling with how to bring out the best in our future leaders (and keep their sanity). Discover the unique psychology of Gen Y and new techniques for leading, teaching and managing.

What Marketers Need to Know About Generation Y

Kit Yarrow, Co-author, Gen Buy: How Tweens, Teens and Twenty-Somethings Are Revolutionizing Retail; Professor, Golden Gate University; Consumer Research Psychologist

Based on hundreds of interviews, focus groups across the country and a 2,000-person survey, Yarrow explains how the unique psychology of today’s teens and twenty-somethings has resulted in a whole new breed of consumer. She offers insights and tips to more effectively partner with them to develop and market brands and products they’ll love