Mind Your X’s and Y’s
Mind Your X’s and Y’s
Satisfying the 10 Cravings of a New Generation of Consumers
Today’s 18-40-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 20-somethings. But how to win their attention and loyalty?
Mind Your X’s and Y’s proves that the buying habits of 18-40-year-olds can be anticipated. Based on groundbreaking research, this book pinpoints the new rules of engagement for the connected generation and delves deep into established and breakaway brands to identify the ten core cravings – for adventure, high-concept design, new families and social networks, and personal storytelling, among others – at the heart of the Gen X and Y psyche.
Packed with fascinating case studies from every major industry, revealing statistics, and interviews with dozens of maverick thinkers and hundreds of consumers, this revolutionary book analyzes the scope of each craving, how it drives specific buying behaviors, and offers relevant data that illustrate its impact. Mind 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.
Advance praise for Mind Your X’s and Y’s
“Want to reach the most connected generation of consumers in history? First you need to understand what makes them different and what makes them tick. With keen analysis and smart case studies, Lisa Johnson has cracked the code of this elusive group of consumers. No matter what industry you’re in, you’ll gain lots of insight and tons of great ideas from this book.” – Daniel H. Pink, author of A Whole New Mind
”Mind Your X’s and Y’s is a captivating read from start to end. This fascinating book reads like a novel, and is hard to put down once you start reading. The case studies are informative and interesting, covering some of the best-known companies in the world, large and small. Any corporation marketing toward the X and Y generations will greatly benefit from Johnson’s book.” – Martin Lindstrom, brand futurist and author of BRANDchild and BRANDsense.
“Thanks again for your thought-provoking presentation. You helped us strike a nerve in the industry and provided information that we had never heard before.”
Cynthia Amon, W.L. Gore & Associates