"Thanks to extensive research, including one-on-one interviews, focus groups, and a national online survey, the authors offer an astute look at the motivations and influence of these powerful consumers. This enlightening book is a must-read for all who hope to keep their companies relevant and viable."
- Publishers Weekly Review of Gen BuY

Gen BuY

How Tweens, Teens and Twenty-Somethings Are Revolutionizing Retail

Kit Yarrow and Jayne O’Donnell argue that this complex generation can best be reached through a deep understanding of what makes them tick. In their ground- breaking book, they explore the psychological and social underpinnings of what Gen Yers want, why they buy, and how to best engage them. Gen BuY outlines practical suggestions for marketers on how to harness this group’s incredible buying power - and arms consumers with a better understanding of what triggers their own shopping and buying.

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Kit Yarrow, Ph.D.

Kit Yarrow, Ph.D.

Kit is a professor of both marketing and psychology at Golden Gate University.

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Jayne O'Donnell

Jayne O'Donnell

Jayne is a retail and automotive reporter for USA Today.


Read more >     |     Email Jayne

The Buzz About Gen BuY


"Technology, research and psychographics combine to give us an excellent primer on the honesty and transparency needed to motivate and reach the Millennials. Yarrow and O'Donnell merge two streams of thinking to effectively build the case that Gen Yers are savvy to every tactic in the marketing equation. To bring them into our customer base, we must respect them every step of the way."

- Peter Stringham, Chairman and Chief Executive Officer, Young & Rubicam Brands

"Compelling and important reading, especially in today's economy. The headlines tell you the numbers. This book tells you how to make them better."

- Ben Stein, economist, actor and New York Times columnist

"An insightful trip into the heart of consumption. I read the book with fascinated horror."

- Paco Underhill, author Why We Buy: The Science of Shopping

"Technically savvy (with the world at their keyboards!) and more privileged than previous generations, today's teens and twenty-somethings are the driving force behind our consumer culture. Gen BuY is an insightful and fascinating look at how this generation is transforming the retail landscape."

- Meredith Barnett, founder and CEO, StoreAdore.com

"This book is a must-read for anyone who wants to appeal to the most powerful consumers of all time. Yarrow and O'Donnell capture the essence of a generation that, fortunately for retailers, really loves to shop!"

- Tracy Mullin, President and CEO, National Retail Federation

"Gen BuY unlocks the secrets of learning about and understanding the youth of America and their purchasing patterns. It's time well spent."

- Keith Crain, Chairman, Crain Communications

"A telling look at how to truly understand and reach a demographic of those that won't be fooled."

- Andrea Learned, co-author, Don't Think Pink

"The authors explore the minds of  Gen Y consumers to reveal the truths behind the complexities of this generation and their powerful impact on businesses. Summing up: Highly recommend." 

-Choice, Current Reviews for Academic Libraries

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Gen BuY in the News

Kit Yarrow is Brand Champion of the Year and inducted into the Brand Champion Hall of Fame!

Read Mike Doherty's Media Post article about Kit Yarrow's speech on the psychology of Gen Y at the IIR Shopper Insights Conference

Read about Kit Yarrow's shopping trip with San Jose Mercury News columnist Chris O'Brien

Watch Kit Yarrow's Commonwealth Club speech on C-Span Book TV

Q&A with Kit Yarrow in US News & World Report

Read Retail Wire's "Brain Trust Query" with Kit Yarrow on Gen Y Post-Recession Spending

Listen to Kit Yarrow's Interview with  AllBusiness