Includes bibliographical references (pages 179-191) and index.

Introduction : Influential and active consumers ; What we uncovered -- Who are they? : The participation economy ; The old framework vs. the participation framework ; Friends have influence ; Birth of the "digital native" ; Optimistic despite the roller-coaster economy ; The Millennial mindset -- The new rules of marketing to Millennials : The "what" generation? ; An enigma generation? ; Begin a relationship now, if you haven't already ; Younger and older Millennials a difference? ; Six distinct Millennial segments ; Millennial guys and girls -- Engage these early adopters of new technologies : The household CTO ; "I know more than my CEO" ; The mobile moment of truth -- Build a listening and participation strategy : The participation economy ; The "right" strategy ; Engagement (new) vs. interruption (old) ; Interaction (new) vs. reaction (old) ; Engaged participants (new) vs. heavy users (old) ; Personal gestures (new) vs. big promises (old) ; Active cocreators (new) vs. passive consumers (old) -- Make them look good among their peers : Hyperconnected and always on the go ; Information hungry ; Gotta look good! ; People care about what I say, where I am, and what I'm doing ; So what does this all mean? -- Design a sense of fun and adventure : Market disrupters win big ; Comedy natives ; Generation innovation ; The parent trap -- Don't give them a reason to cheat on you : The price needs to be right ; What ever happened to brand loyalty? ; Up the fun factor ; Rewards work ; Coupons are king ; Excellent customer service matters, too ; Take their feedback to heart ; Brands that care -- Epilogue : Keep up with technology trends ; Engage Millennials in everything you do ; Strive fro content excellence ; Good content is key ; No brand can afford to ignore Millennials.

"With more than 80 million in their ranks, the Millennials (aka Generation Y)--born between 1977 and 1995--are the largest generation in American history, outnumbering Generation X by far, and even the Baby Boomers by 1 million. Their direct buying power is estimated at $200 billion, and their indirect buying influence at least double that--and now their oldest members are entering their peak earning and spending years. It's time for anyone seeking to make inroads into this huge market to move beyond setting up a Twitter profile and start understanding how they think. Millennials demand authenticity and transparency. They aren't shy about sharing their opinions. They're quick to spot a faker and believe in "cause marketing." They are highly influential, have an expansive network of contacts, and they expect to actively participate in the creation and development of new products. Based on groundbreaking proprietary research and one-on-one interviews with top brand executives and Millennials, Marketing to Millennials identifies specific behaviors and attitudes common to this revolutionary group of consumers. It will show you how to: Build a listening and participation strategy that will help you connect with your brand advocates; Engage these early adopters of new technologies and social tools; Incorporate a sense of adventure and fun into your brand experience; Help make them look good among their peers; and Retain their loyalty by giving them no reason to cheat on you. From start-ups to Goliaths, this book takes a serious and fascinating look at the companies and brands that are getting it right when it comes to engaging the Millennial consumer. Featuring examples and case studies of organizations including Ford, Sephora, Android, Victoria's Secret, PepsiCo/Frito Lay, Facebook, DoSomething.org, TOMS Shoes, and more, the book reveals "The New Rules" of marketing to Gen Y. You'll discover the differences between younger and older Millennials, those between Millennial men and women, and six distinct segments of this important demographic, from the cautious, charitable, and information-hungry Hip-ennials to the more conservative Anti-Millennials ... and everything in between."--Jacket.