Gen Y Decoded: Insights and Tactics for Leaders
Kit Yarrow, Professor of Psychology and Marketing, Golden Gate University
Wednesday, 13 July 2011 - 7:30 AM Breakfast, 8:00 – 9:00 AM session
Session description
Today’s young workers are truly a new breed. Socio-cultural factors, such
as the self-esteem movement and ubiquitous technology, have shaped a
generation that literally thinks differently than previous generations. With
different values, expectations and technology-fueled relationships, they
work, learn and connect with others in unique ways.
Businesses that adjust their communication styles, motivational tools and
expectations are poised to bring out the best in our future leaders and
reap the rewards of a more productive workplace.
Dr. Yarrow’s research on Generation Y includes a dozen focus groups, a
2,000 person survey and 100 interviews. This presentation will leave
attendees with a new understanding of the unique psychology of
Generation Y and eight tips and tactics for successful leadership.
In this session, you will learn:
- How Generation Y is psychologically different from older generations
- The mental adjustments needed to make you a more effective leader
- Eight tactics for more effectively managing Generation Y
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Kit Yarrow, Professor of Psychology and Marketing, Golden Gate University
Kit is an award-winning consumer research psychologist, a professor, author, consultant and speaker.
Her home base is Golden Gate University, where she chairs the Psychology Department and is a jointly appointed professor of both psychology and marketing. She is the 2009 Outstanding Scholar and has won four endowed research professorships in the past decade. She is currently the Nigel T. Miner Professor of Business.
Kit has a Ph.D. in Clinical Psychology from the renowned Wright Institute in Berkeley. She teaches family therapy, counseling skills, applied psychology and psychopathology. She has taught consumer behavior at universities around the world, from Malaysia, Slovenia and Finland, to UC Berkeley.
As part of her ongoing research on the psychology of consumers, Kit conducts interviews, ethnographies, focus groups and surveys on a regular basis. Examples of her research are published in her book, “Gen BuY” (Jossey-Bass/Wiley, 2009) and in her blogs on Huffington Post and Psychology Today.
She also regularly presents her findings and analysis in speeches to both academic and business venues and consults to organizations and businesses. She is widely quoted in the media on Generation Y and consumer related topics.
Recent Awards and Honors
• 2011 Nigel T. Miner Professorship
• 2011 Who’s Who in America
• 2010 Twenty Most Influential Psychology Professors in the United States
• 2010 Brand Champion of the Year
• 2009 Outstanding Scholar of Golden Gate University
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