In the next 10 years, Generation Y (age 18-32)—with its 60 million members—will take over as the next economic engine in the U.S. Boomers, who’ve spent the last 25 years marketing to boomers, now need to update their brands for the younger consumer. Accepting the adaptation to change is the first step. Second, pay attention to what’s really going on with Gen Yers—starting with your own kids. Third, experiment as you learn what works with this group. Fourth, yes, your future is in the hands of your children, but still go with a smile. You won’t be as successful if you throw a tantrum while they drag you into the future.
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