Kit Yarrow talked about the book she wrote with Jayne O'Donnell, Gen Buy: How Tweens, Teens and Twenty-Somethings Are Revolutionizing Retail, published that day by Jossey-Bass. In the book they used shopping habits to explore psychological differences between generations. Members of "Generation Y" - those born between 1978 and 2000 - are the first generation to grow up using technology and they shop and buy differently than older generations. The authors explore the psychology behind this new consumer who shops 25 to 40 percent more than the average consumer. Topics included how this generation has already changed marketing, such as downloading music from the internet instead of buying CDs. Professor Yarrow also talked about the research methods used. She used slides during her presentations and responded to questions from members of the audience.

This presentation was held at the Commonwealth Club of California at 6:00 p.m. PT on September 8, 2009.