"Decoding the New Consumer Mind will make waves. This important book explains it all, uncovering where we are going, and showing how individuals and companies can advance their offerings as well as their bottom lines."
From the Foreword by Paco Underhill,
Best-Selling Author of Why We Buy
A decade of swift and stunning change has profoundly affected our psychology, and consequently how, when and why we shop and buy. In Decoding the New Consumer Mind, Yarrow illuminates the impact of three major socio-cultural shifts on the psychology of shoppers and describes four strategic adjustments that businesses need to make to succeed and connect with today’s transformed consumer.
Culled from hundreds of ethnographies and interviews, Yarrow shares surprising insights about the motivations and behaviors of today’s shoppers and takes marketers where they need to be today—into the deeply psychological and often unconscious relationships that people have with products, retailers, marketing communications and brands. The findings in the book are brought to life by the voices of the consumers that Yarrow interviewed and recommendations are enhanced by cases, examples and interviews with experts.
Yarrow, consumer psychologist, and O'Donnell, a USA Today reporter, explore the buying habits and influence of Generation Y, those born between 1978 and 2000, arguing that this cohort has become the nation's tastemaker and is revolutionizing how companies do business and how marketers reach their audience. Thanks to extensive research, including one-on-one interviews, focus groups and a national online survey, the authors offer an astute look at the motivations of these powerful consumers. They show how societal shifts contributed to a generation that's strongly connected to shopping; they also present Gen Y's unique, often gendered, buying behaviors. Of particular interest is the chapter on what savvy marketers are doing to harness this group's incredible buying power. The authors also include insightful commentary from Gen-Yers themselves who underscore how different their generation is from previous ones. This enlightening book is a must-read for all who hope to keep their companies relevant and viable. (Publisher's Weekly Review)
"When I read 'the past is no longer prologue' in the opening chapter of this book, I knew Kit Yarrow was on to something. Kit illustrates this with fine research and stories of real people coping in our world of overload, overindulgence and isolation. She teaches us why every consumer wants to be a star, why we are so addicted to speed in our purchasing and why ‘trending’ has replaced 'trend'. Decoding the New Consumer Mind is a book you must read if you are a marketer, a retailer, a manufacturer or a consumer trying to understand how the rules have changed."
Peter Stringham, Chairman and CEO, Young & Rubicam Group
"The pace of change at retail is breathtaking and nowhere is that more evident than in ecommerce. Kit's emphasis on the major drivers of this change, including the need for authenticity, continuous innovation and building community, is right on the money. This book is full of great insights, fascinating cases and actionable ideas."
Susan Feldman, Co-Founder / Chief Merchandising Officer, One Kings Lane
"Yarrow's concept of radical individualism is inspiring but challenging. Her solution of promoting trust through connection is absolutely on target."
Richard Edelman, President and CEO, Edelman
"Kit digs deep into how and why people shop in Decoding the New Consumer Mind, and perfectly puts into perspective how time has changed today's shopper as well as how retailers must adjust to those changes. This book is written in an entertaining and insightful manner that is chock full of recommendations for retailers."
Matthew Shay, President and CEO, National Retail Federation
"Kit brings a unique combination of academic prowess and keen contemporary insight to all her work. Decoding the New Consumer Mind is a prime example. With her trademark frankness and humor, Kit documents three major psychological shifts that have profoundly impacted how consumers shop and buy. This book is an absolute must-read for any business that intends on thriving in the new consumer reality."
Doug Stephens, Founder, Retail Prophet, Author, The Retail Revival