JUNE 5 - 8, 2018
Sheraton Grand Chicago
Chicago, Illinois

Conference Speakers


Kit Yarrow, Ph.D.

Professor Emeritus, Golden Gate University

Kit Yarrow, Ph.D., is an award-winning consumer psychologist, professor and consultant. She’s author of the best-selling book, “Decoding the New Consumer Mind” (Wiley, 2014) and co-author of “Gen BuY” (Wiley, 2009). As a widely recognized authority on the psychology of consumers—and on the Millennial Generation in particular—Kit is regularly quoted in a variety of media including The New York Times, The Wall Street Journal, NPR, and Good Morning America.

Kit’s home base is Golden Gate University in San Francisco, where she is Professor Emeritus. Her unique ability to apply clinical psychology to the field of behavioral economics has won her four endowed research professorships and recognition as the 2012 Outstanding Scholar of Golden Gate University. She has also been a visiting professor at the Helsinki School of Economics and taught consumer behavior at leading universities around the world. As a consultant, Kit has fielded research for and advised a wide range of organizations including Westfield Malls, General Electric and Del Monte.

Wednesday 9:05 am - 10:00 am

Gen Z Deciphered: Insights and Strategies for Marketers

Our newest generation of adults, Gen Z, has a whole new psychology. Which means they also have different preferences and motivations for buying. Consumer Psychologist, Kit Yarrow, will present 6 key psychological differences between Gen Z and other generations, and 5 essential strategies for effectively marketing to this often misunderstood and vexing generation. To some, Gen Z stands for Generation Zany. But once deciphered their motivations and desires become clearer - along with the marketing solutions required to connect with this generation. 



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