Chasing Youth Culture and Getting it Right: How Your Business Can Profit by Tapping Today's Most Powerful Trendsetters and Tastemakers

By Tina Wells

Understand and market to the newest wave of millennials

Whether you're a business professional trying to decode the $43 billion youth market, a marketer looking for a message that connects, or an entrepreneur trying to develop youth-oriented products, Chasing Youth Culture and Getting It Right gives you an unparalleled field guide to the newest wave of millennials and their mindsets.

Inside this unique book, you'll meet four major tribes?the Wired Techie, The Conformist But Somewhat Paradoxical Preppy, The Always-Mellow Alternative, and The Cutting-Edge Independent?and understand their key traits, likes and dislikes, and what kind of adult they will likely become.

• Includes many examples of companies, brands, and organizations who chased the youth demographic and got it right, or who failed to nail their audience
• Understand such concepts as Warholism, Tweenabees, Hand-me-ups, Massclusivity, The Facebook Effect, and Instantity
• Author has won many honors and much media recognition as a young entrepreneur and youth marketer to watch

Want to understand the next generation? Get Chasing Youth Culture and Getting It Right and discover how to reach this fascinating and elusive demographic.

• Language: English
• Publisher: Wiley
• Release date: Mar 29, 2011
• ISBN: 9781118061558

Tina Wells

Tina Wells is a business strategist, advisor, author, and the founder of RLVNT Media, a multimedia content venture serving entrepreneurs, tweens, and culturists with authentic representation. Tina has been recognized by Fast Company's 100 Most Creative People in Business, Essence’s 40 Under 40, and more. For over two decades she led Buzz Marketing Group, an agency she founded at age 16 with clients like Dell, The Oprah Winfrey Network, Kroger, Apple, P+G, Johnson & Johnson, and American Eagle that Tina connected with her network of 30,000 buzzSpotters® and 7,000 “momSpotters”, all influential millennials and passionate end-consumers. Tina is also the author of several books, including best-selling tween fiction series Mackenzie Blue and its 2020 spinoff series, The Zee Files, Honest June, The Stitch Clique series, and the marketing handbook, Chasing Youth Culture and Getting It Right. Tina’s board positions have included THINX, the United Nations Foundation’s Global Entrepreneurs Council, The Franklin Institute and Young Entrepreneur’s Council. She has also served as the Academic Director for Wharton’s Leadership in the Business World Program at the University of Pennsylvania and is a member of the 2017 Class of Henry Crown Fellows within the Aspen Global Leadership Network at the Aspen Institute.