Described as a trend hunter, futurist and thought leader, Christopher Anderson shares his knowledge on generational buying behaviors in his book I'm Not Buying It: How to turn today's skeptical Millennials into loyal customers.
Often touted as the most elusive consumer demographic, Millennials, as outlined in the book, "represent 78 million people in the US, and they are expected to outspend the Baby Boomers by 2018." However, they are a consumer segment that is notorious for evading the efforts of even the most knowledgeable marketers and salesmen with their disregard for traditional forms of advertisement and disinterest in being "sold."
In his well-organized book, Christopher lays out the steps from getting to know who they are to, ultimately, coming up with a plan to turn evasive millennials into loyal customers.
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