marketing to millennials

Reach the Largest and Most Influential Generation of Consumers Ever

The Enigma Generation

Do you want to reach the most influential American generation? Then it’s time to get into the heads of Millennials. With 80 million in their ranks, Millennials (a.k.a. Generation Y) are unlike other generations.

They’ve grown up in a digital world, constantly connected to friends and family. They prize transparency and authenticity, but when it comes to brand loyalty, don’t count on it. Millennials will talk about your brand online and expect a reply. Do you know how to respond?

Based on groundbreaking proprietary research and one-on-one interviews with top brand executives, Marketing to Millennials identifies specific behaviors and attitudes common to this revolutionary group of consumers.

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Cover art of the book Marketing to Millennials

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Authors

headshot of Jeff Fromm

JEFF FROMM

Jeff Fromm is the Executive Vice President at Barkley, the largest 100% employee-owned advertising agency in the U.S. In addition to his marketing degree from The Wharton School at the University of Pennsylvania, Jeff has more than 25 years of brand marketing experience. On behalf of Barkley, he spearheaded the Millennials research partnership with The Boston Consulting Group and Service Management Group. Jeff is the founder of Share.Like.Buy, a Millennial Insights & Marketing Conference, and the lead editor of a blog, www.millennialmarketing.com.

headshot of Christie Garton Find Christie Garton on LinkedIn

CHRISTIE GARTON

Christie Garton left the legal field in 2006 to found her company, U Chic Media, which provides content, products and resources targeted to the female collegestudent audience. Since its founding, U Chic Media has helped thousands of Millennial women successfully navigate the college experience, primarily through its website at uchic.com. Garton is also the author of the bestselling guide to college for women, U Chic: The College Girl's Guide to Everything (3 ed., Sourcebooks 2013) and U Chic's Diploma Diaries: The Chic Grad's Guide to Work, Love and Everything in Between (Sourcebooks 2013).

Garton graduated magna cum laude from the University of Kansas with a double degree in Business Administration and French in 2001 and from the University of Pennsylvania Law School in 2006. A noted expert on the Millennial and college markets, Christie has written for The Huffington Post, Seventeen Magazine and The Wall Street Journal, and served as a philanthropy columnist for USA Today. Garton's brand and company have been featured in numerous media outlets, including “The Today Show.” She has frequently been called upon to help select the nation's top 20 college students as a judge for USA Today's All-USA College Academic Team, an award she received while in college, and has appeared as a guest speaker at numerous conferences, including a social entrepreneurship summit at the United Nations.

Praise for Marketing to Millennials

"An outstanding guide to better understand and communicate with the fastest growing customer segment in the market — the Millennials. Excellent in-depth analysis of the data and extensive interviews with this customer group provide one of the best marketing tools available for reaching Millennials."

Ken C. Hicks

President & CEO, Foot Locker, Inc.

“Grounded in research and chock-full of actionable insights, this book is a must-read for anyone who wants to know what really works in engaging and winning the loyalty of Millennial consumers.”

Maxine Clark

Founder and Chief Executive Bear, Build-A-Bear Workshop

“Why study Millennials? Because they’ll drive the trends that dominate the next 20 years of marketing. Marketing to Millennials is the quickest way to get inside the minds of this participatory, diverse, and misunderstood generation.”

Josh Bernoff

SVP, Idea Development, Forrester research, and coauthor of Empowered: Unleash Your Employees, Energize Your Customers, Transform Your Business

“Marketing to Millennials is an essential guide for every business owner and marketer who wants to build brand loyalty and nurture customer advocacy.“

Ekaterina Walter

Author of the Wall Street Journal Bestseller Think Like Zuck

"Marketing to Millennials is a long-awaited investigation of Millennials as consumers, breaking this generational monolith into addressable segments that provide both a map and compass to marketers looking to target the largest generation in American history."

Dan Coates

President of Ypulse

"It's so refreshing to read a book about Millennials that treats them as whole, distinct people and actually recognizes that they have diverse points of view and outlooks on the world. This book is not just for 'marketers who want to reach young people,' but in fact for anyone who works in an office with Millennials, strives to reach a new audience, or simply wants to understand the new world of engagement that we live in today."

Aria Finger

COO of Do Something

“If you think this is just another research book — think again. Marketing to Millennials offers a direct line into the lives of this generation and explains what drives their behavior. With one-on-one interviews with both Millennials and the brands that are succeeding with them, this book delivers invaluable insight for any brand marketer interested in this generation.”

Amy McAnarney

President, Retail Client Services at H&R Block