Mind Your X's and Y's:Satisfying the 10 Cravings of a New Generation of Consumers

Today, there are an estimated 62.1 million Americans between the ages of 27 and 41. This is known as Generation X. Another 74.2 million Americans, between 9 and 26 years old, make up Generation Y. Together, they comprise one of the most powerful demographic and cultural forces ever seen in the history of our nation.

As consumers, they are savvy, sophisticated, and immune to conventional marketing strategies. But the buying habits of this lucrative market can be anticipated – and our summary of Mind Your X’s and Y’s:Satisfying the 10 Cravings of a New Generation of Consumers, by Lisa Johnson, will reveal how.

Johnson is the co-author of Don't Think Pink: What Really Makes Women Buy and how to Increase Your Share of This Crucial Market. She is also CEO of The Reach Group, an international marketing consulting firm that helps companies create more compelling brand experiences for women and for the Connected Generation. She has worked with such companies as Starbucks, Motorola, Kohler, Mercedes, and Office Depot.

With Generation X reaching the height of its earning power -- and with Generation Y enjoying more buying power than any previous generation of teens and pre-teens -- it’s essential for brand managers, small business owners, and every ambitious organization to discover how to connect with the most coveted consumers in the marketplace.