Marketing to Younger Millennials – the Misunderstood Consumers

Here is Chapter 23 of Jack Myers' book Hooked Up: A New Generation's Surprising Take on Sex, Politics and Saving the World focuses on the value of the emerging younger Millennial consumer market, known as the Hooked Up Generation -- born 1991-96 and the first generation to grow up with the Internet . Hooked Up was published in 2012 and is winner of the International Book Award for Youth Issues and finalist for the USA Book Award for Pop Culture.