Try­ing to reach out to Gen­er­a­tion Y? Then read­ing Gen Buy is a sound deci­sion. Take off your tra­di­tional mar­ket­ing cap and get ready to engage.
 
What you’ll dis­cover is that:
 
* Lim­ited edi­tion is king
* Gen Y spends 200 bil­lion a year.
* Gen Y hates tra­di­tional adver­tis­ing.
* They pre­fer brands that align them­selves with good causes instead of try­ing to per­suade them.
* They also all have smart­phones and can’t under­stand why any­one doesn’t have a pres­ence on the mobile web.
* They think shar­ing is nor­mal.
* They don’t watch tv or read.
 
One of the great exam­ples in the book is about a bev­er­age com­pany called Jones Soda. Instead of try­ing to launch their prod­uct by get­ting dis­tri­b­u­tion in c-stores and spe­cial­ized bev­er­age stores they focused on skate and surf shops. There was no com­pe­ti­tion, they were right where their tar­get mar­ket hung out and their brand seemed dif­fer­ent by allow­ing peo­ple to enter images in a con­test to be put on the cover of each bot­tle of soda. Jones Soda began to become a huge suc­c­cess. They allowed Gen Y to dis­cover them instead of push­ing them­selves on Gen Y.