What do you think?
Rate this book
YouthNation: Building Remarkable Brands in a Youth-Driven Culture
Youth is no longer an age ― it's a commodity YouthNation is an indispensable brand roadmap to the youth-driven economy. Exploring the idea that youth is no longer an age―it's a commodity that's available to everyone―this book shows what it takes to stay connected, agile, authentic, and relevant in today's marketplace. Readers will learn the ins and outs of the new consumer, and the tools, methods, and techniques that ensure brand survival in the age of perpetual youth. Coverage includes marketing in a post-demographic world, crafting the story of the brand, building engaged communities, creating experiences that inspire loyalty and evangelism, and the cutting-edge tricks that help businesses large and small harness the enormous power of youth. The old marketing models are over, and the status quo is dead. Businesses today have to embody the ideals of youth culture in order to succeed, by tapping the new and rapidly evolving resources n business and in life. When everything is changing at the pace of a teenager's attention span, how do businesses future-fit for long-term success? This book provides a plan, and the thoughts, strategies, and brass tacks advice for putting it into action. In today's hyper-socialized, Facebook fanatic, selfie-obsessed world, youth is the primary driver of business and culture. Smart companies are looking to tap into the fountain of youth, and the others are sinking fast. YouthNation is a roadmap to brand relevancy in the new economy, giving businesses turn-by-turn direction to their market destination.
320 pages, Hardcover
First published April 13, 2015
6 people are currently reading
399 people want to read
About the author
Matt Britton
1 book2 followersMatt Britton is known throughout the advertising industry as an expert in social media marketing with a unique & deep domain expertise in the Millennial generation.
Matt currently serves as founder and CEO of New York-based MRY (formerly Mr Youth)—a world leading social media and youth marketing agency. Since founding the agency in 2002, Mr Youth has worked with some of the world’s leading brands—including P&G, Microsoft, Coca-Cola, & Visa —to help them connect with this rapidly evolving and highly elusive consumer.
Matt, 38, has grown MRY from a one-man startup to a company with over 400 employees worldwide.
In 2009, MRY was named the “Social Media Agency Of The Year” by Mashable.
In February 2010, MRY was named one of advertising’s 10 most innovative companies in the world by Fast Company.
In March 2011, MRY announced the launch and spin-off of CrowdTap, the world’s first on-demand brand participation network. AdAge later named CrowdTap one of the 8 hottest startups at SXSW. In July of 2011, CrowdTap announced $7MM Series A funding. In Decemer of 2011 Mashable named CrowdTap the up-and-coming social media service of the year,
In November 2011 MRY was acquired by LBi International for approx. $50 Million.
In December 2013 MRY was named “Digital Innovator Of The Year” by Mashable.
Matt has created an award-winning agency that has been recognized by some of the industry’s leading publications.
Inc. Magazine listed MRY several times as one of the 500 fastest growing private businesses in the U.S. Matt has also been featured in the prestigious 30 Under 30 list by Entrepreneur Magazine of the hottest U.S. entrepreneurs under 30 years old.
Matt often speaks at conferences and trade shows on trends and issues that affect the landscape of Millennial marketing. He has been featured on The Daily Show With Jon Stewart, CNBC’s Power Lunch, USA Today, Brandweek, Event Marketer Magazine, Bloomberg Radio, CNNfn, PROMO Magazine and NBC.
Matt is a graduate of Boston University’s College of Communication.
Matt currently serves as founder and CEO of New York-based MRY (formerly Mr Youth)—a world leading social media and youth marketing agency. Since founding the agency in 2002, Mr Youth has worked with some of the world’s leading brands—including P&G, Microsoft, Coca-Cola, & Visa —to help them connect with this rapidly evolving and highly elusive consumer.
Matt, 38, has grown MRY from a one-man startup to a company with over 400 employees worldwide.
In 2009, MRY was named the “Social Media Agency Of The Year” by Mashable.
In February 2010, MRY was named one of advertising’s 10 most innovative companies in the world by Fast Company.
In March 2011, MRY announced the launch and spin-off of CrowdTap, the world’s first on-demand brand participation network. AdAge later named CrowdTap one of the 8 hottest startups at SXSW. In July of 2011, CrowdTap announced $7MM Series A funding. In Decemer of 2011 Mashable named CrowdTap the up-and-coming social media service of the year,
In November 2011 MRY was acquired by LBi International for approx. $50 Million.
In December 2013 MRY was named “Digital Innovator Of The Year” by Mashable.
Matt has created an award-winning agency that has been recognized by some of the industry’s leading publications.
Inc. Magazine listed MRY several times as one of the 500 fastest growing private businesses in the U.S. Matt has also been featured in the prestigious 30 Under 30 list by Entrepreneur Magazine of the hottest U.S. entrepreneurs under 30 years old.
Matt often speaks at conferences and trade shows on trends and issues that affect the landscape of Millennial marketing. He has been featured on The Daily Show With Jon Stewart, CNBC’s Power Lunch, USA Today, Brandweek, Event Marketer Magazine, Bloomberg Radio, CNNfn, PROMO Magazine and NBC.
Matt is a graduate of Boston University’s College of Communication.
Ratings & Reviews
Friends & Following
Create a free account to discover what your friends think of this book!
Community Reviews
Displaying 1 - 14 of 14 reviews
May 31, 2015
It's an economically driven book on the youth markets based around my age group. I sat throughout reading the book going "This is totally spot on". definately worth the read!!
July 9, 2024
Experience over everything
August 2, 2015
Ultimate teaching and parenting call to action! This is a paradigm shift of how society works - in educated countries. It's a clear analysis on pop culture and future for the millennials. By reading between the lines, teachers and parents need to adapt how we teach our kids to prepare them for the new world they live in. It's a world for self motivated clear thinkers who specialize in their talents and passions - so they better have some!
May 4, 2015
In his book Britton provides an effective marketing plan with practical advice and strategies for keeping your business brand relevant to the new economy of youth-driven cultures. The goal of the book is to teach you how to use psychographics to target younger markets, craft a brand story that will attract new target markets, build highly engaging online communities, and stay ahead of the competition.
For your convenience, we had Matt Britton on our podcast, The Entrepreneurs Library, to give a deep dive on YouthNation. With Matt’s experience he gives amazing insight on how to master the art of branding in a world dominated by young cultures. If you would like to get a more in-depth look from the author himself check out episode 212 on the EL website or you can find the show on iTunes.
For your convenience, we had Matt Britton on our podcast, The Entrepreneurs Library, to give a deep dive on YouthNation. With Matt’s experience he gives amazing insight on how to master the art of branding in a world dominated by young cultures. If you would like to get a more in-depth look from the author himself check out episode 212 on the EL website or you can find the show on iTunes.
July 15, 2015
The YouTube content creator is the new movie star. "TV" as we know it is dead. Advertisements, more than ever, must now become storytelling vehicles. In marketing, the only constant is change.
This is a great book for those unfamiliar with the current impact our social-savvy youth are having on almost every aspect of our lives. I think it's my own fault for reading a book explaining an industry I work in (social media and influencer marketing). It didn't tell me anything I didn't know, but this isn't the author's fault.
The book doesn't go too deep into any particular category of youth-driven marketing but instead provides a great overview of the subject as a whole.
This is a great book for those unfamiliar with the current impact our social-savvy youth are having on almost every aspect of our lives. I think it's my own fault for reading a book explaining an industry I work in (social media and influencer marketing). It didn't tell me anything I didn't know, but this isn't the author's fault.
The book doesn't go too deep into any particular category of youth-driven marketing but instead provides a great overview of the subject as a whole.
June 6, 2017
The world my kids are growing up in is very different from the one In which I grew up. This book did open my eyes to the world changing around me and "has empowered me to embrace the disruptive societal forces at play and harness them as a force for good in my life and in my career"! Thanks Matt Britton!
June 28, 2017
The technological revolution has transformed the economy into one driven by youth, which has meant a complete disruption of the marketing strategies of the past. It’s therefore essential to understand the driving forces of the new economy: a group known as YouthNation.
June 27, 2015
I really enjoyed the insights from this book. Start to finish. I'm not 'down with the kids' so this helped me understand a little better why they share what they do online.
June 15, 2015
Great synopsis of the industry in current state and emerging trends, for SMBs looking to catch up this is a g rest one to have on your list
January 25, 2019
This book reflects what Millennial (Youth Nation) and Gen Z thinks, how they communicate and where the money is. In the branding side, how companies are shifting to Social Media to create buzz.
And yes it is true that more people are connected like never before and I agree that having a facebook or social media history is becoming a nuisance therefore the GO DARK is now starting, my brother's generation (Gen Z) are more prone to that since SNAPCHAT is their friend.
What I find interesting is how a viral video can be Planned beforehand like Gangnam style, creating a buzz to Oreo's Dunk in the Dark.
Though the author's epilogue is alarming as the rich will continue to go richer and how the big companies are now invading your history in every level from what you eat to what you wear to sleep. So as the World gets more connected (where supply chain can reach from East to West) and The Disney song is now happening it really is a Small World after all.
And yes it is true that more people are connected like never before and I agree that having a facebook or social media history is becoming a nuisance therefore the GO DARK is now starting, my brother's generation (Gen Z) are more prone to that since SNAPCHAT is their friend.
What I find interesting is how a viral video can be Planned beforehand like Gangnam style, creating a buzz to Oreo's Dunk in the Dark.
Though the author's epilogue is alarming as the rich will continue to go richer and how the big companies are now invading your history in every level from what you eat to what you wear to sleep. So as the World gets more connected (where supply chain can reach from East to West) and The Disney song is now happening it really is a Small World after all.
December 6, 2019
Though the author offers a few good insights, the overall writing style is similar to that of a high school essay. This book is wordy at time and the author repeats himself with some frequency; he could have gotten the same points across with 60-80 less pages. He makes a lot of statements and refers to studies that lack significant scientific value.
Being only 5-years old, this book feel out of touch with the present, though I suppose that is a positive point to be made from this book.
Lastly, this author points out the obvious in nearly every chapter and it’s clear that the author or YouthNation isn’t a member of the “Youth Nation” he so highly admires
Being only 5-years old, this book feel out of touch with the present, though I suppose that is a positive point to be made from this book.
Lastly, this author points out the obvious in nearly every chapter and it’s clear that the author or YouthNation isn’t a member of the “Youth Nation” he so highly admires
March 30, 2024
Felt out of date.
July 11, 2016
Pretty interesting. At first it seems like a no-brainer to the millennial, but I wound up with many interesting notes and takeaways that surely color my business perspective. Easy to get through and we'll set up and thought out.
November 26, 2016
YouthNation is Americans born between 1982 and 1998. This book gets you thinking about how the future will be and look like because of YouthNation. Covers alot of topics mainly based around technology and how companies have to change their business and be more efficient because of it.
Displaying 1 - 14 of 14 reviews