FOREWORD
As the CEO of Beazer Homes, I have had my eye on the Millennial generation for several years. You simply can’t be in a consumer-facing business without acknowledging that we face an unprecedented test: Understand, interact with, and ultimately meet the needs of these Millennials, or run the risk of being passed by the most important demographic wave of the century. It is not an exaggeration to say that these enigmatic and yet powerful young adults hold most consumer markets in the palms of their hands. Their behaviors and preferences will impact the future of today’s most successful brands even as they embrace new and disruptive brands.
After reading Marketing to Millennials—coauthored by Jeff—I felt as if I had a reasonable grasp on ...
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