Chasing Youth Culture and Getting It Right: How Your Business Can Profit By Tapping Today's Most Powerful Trendsetters a

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.