Today's 18-to-40-year-olds are savvy, sophisticated, and immune to conventional marketing strategies. But the buying habits of this lucrative market can be anticipated—and this seminar will reveal what works. Lisa Johnson, author, consumer expert and CEO of the Reach Group, uses her groundbreaking qualitative research, plus dozens of interviews with maverick thinkers to identify this connected generation’s new rules for engagement.

Johnson delves deep into established and emerging brands that hit a nerve and reveals 10 core "cravings"—for adventure, for high concept design, for defining new families and social networks, for telling their own stories—at the heart of the Gen X and Y psyche. With detailed definitions of each craving, including an analysis of how it drives specific buying behaviors, Johnson draws on her 15 years of marketing experience to provide revealing statistics and fascinating case studies across a full spectrum of industries.

With Generation X reaching the height of its earning power and Generation Y enjoying more buying power than any previous generation of teens and post-teens, this seminar is perfectly timed to equip brand managers, small business owners, marketing agencies, and every ambitious organization with the know-how to transform market research into actionable strategies and tangible results.