Dr. Kit Yarrow

Dr. Kit Yarrow is the envy of her friends - after all, it's her job to go shopping. In truth, she spends more time at her desk analyzing research. But the job of a consumer psychologist does involve "field research" too.

Dr. Yarrow is an award-winning consumer research psychologist and a professor of both psychology and marketing at Golden Gate University in San Francisco. She chairs Golden Gate University’s Psychology Department and is the 2009 Outstanding Scholar of the university. Yarrow taught consumer behaviour at universities around the world, from Slovenia to Malaysia, including the Helsinki School of Economics and U.C. Berkeley.  
Her consulting clients have included General Electric, Del Monte, Landor, Nokia, and AAA.

Yarrow’s speeches on consumer trends, Generation Y and the psychology of consumers have been well received by both industry and academic audiences. She has delivered keynote speeches and presentations at Cisco, Lowe's, Gap, GSK, AC Nielsen, IIR, Sanoma Magazines (Finland), Stanford, Cornell, Wharton Business School, Fashion Institute of Technology, The Commonwealth Club, The American Psychological Association and dozens of other industry and trade organizations.

Yarrow is the author of the revolutionary publication, GenBuy. Revealing unique insight into the hearts and minds of Generation Y consumers, GenBuy offers tactics on how to capture this powerful group’s considerable buying power.

As a recognized consumer expert, Yarrow is frequently called upon for insights on consumer trends, Generation Y, consumer confidence and the psychology of shopping.

• 3. Gen Y Decoded: Insights and Tactics for Managers, Leaders and Teachers

  Today’s teens and twenty-somethings are truly a different animal. Socio-cultural factors, such as the self-esteem movement and technology, have contributed to a generation that literally thinks differently than older generations. They relate to others differently too. New communication styles, motivational tools and different expectations are required.
  
  Based on 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 bringing out their best.

• 2. A New Consumer Psychology = New Rules for Marketers

  The economy, technology and environmentalism have changed the psychology of consumers in fundamental ways. How they shop, buy and relate to brands has changed and it continues to evolve at a faster pace than ever before. From involvement through social media, to symbolic messaging that matters – there are new rules for marketers and they all start with psychology.
  
  Attendees will learn about seven key shifts in the psychology of today’s consumers and the five new rules of marketing that capitalize on these shifts. Peppered with case examples and up-to-the minute research, this eye-opening presentation will leave participants with the tools and insights they’ll need to understand and adapt to the minds, hearts and motivations of today’s dramatically different consumers.

• 1. For Marketers: Psychological Secrets of Generation Y

  Gen Y, those born between 1980 and 2000, are today’s most enthusiastic shoppers and by the end of this decade they’ll have more spending power than Boomers. As the first generation to grow up with the Internet, they think, relate and buy differently than their elders. This is an empowered generation that’s used to being seen and heard - and they expect you to know them too.
  
  Attendees will acquire an essential understanding of how Generation Y is fundamentally different from other generations, what motivates them to buy and what they’re looking for in their relationships with retailers and brands. Loaded with up-to-the-minute research, case examples and actionable psychological insights, this presentation will leave participants armed with six essential new strategies for marketing to Gen Y.

• You were the top rated speaker of the entire conference - scoring a 4.78 out of 5.0, almost a perfect score - wow! I'm not surprised, you are a delight - your passion radiates and people are drawn to that. Comments included: "Excellent presenter, excellent content," "Very engaging speaker," "One of the best speakers of the whole ceremony," "I learned a lot from this session.

  Institute for International Research

• Kit's talk at Pivot produced a flurry of tweets, blogs and discussion. She delivered fresh, meaningful research and actionable take-aways in a humorous and engaging manner. Kit's terrific: great content and a natural on stage.

  The Tomorrow Project/Pivot Conference

• Thank you Kit for coming to Cisco to share your insights. Your presentation was a big hit and feedback was extremely positive with attendees noting that it was both informative and entertaining.

  Cisco

• Everyone really enjoyed your Gen Y perspective on our Wharton/FIT Refocusing Retail Panel. They said it was so refreshing to get real psychological insights. Thank you, Kit.

  Fashion Institute of Technology and Wharton Business School Refocusing Retail Panel

• Thank you again for your excellent and highly compelling program. It was a sold-out event and we sold out of your books afterward as well. Among the many compliments, one comment stood out in particular --  you presented statistics and research findings but also clear insight into how to use those findings and actually apply them to your own business. Both your rich content and uplifting presentation style flowed easily as you presented complex material in a thoroughly engaging manner that kept everyone on the edge of their seats -- and wanting more when our time was up. We'd be happy to have you back to the Club for another installment -- and I personally got a great deal out of what you had to offer. 

  Business and Leadership Forum of the Commonwealth Club of California

• Your Gen Y talk was very informative and interesting. As expected, once again the evaluations were all very positive and everyone was appreciative of what you had to say. Let me know if you'd consider doing this again next year and thanks again for sharing your expertise with the Stanford community.

  Stanford University Faculty Staff Help Center

• Your presentation to our licensees and retailers was not only insightful but also illustrated practical examples that demonstrate how marketers of all sizes and in all industries can establish a connection with Gen Y. Many of us walked away with pages of notes and ideas. Within the athletics department we're already discussing and planning ways to implement in the coming year.

  The University of Oklahoma

• I first became aware of Kit Yarrow when I read her co-authored book, Gen BuY, one of the planet's best insights into the buying habits of Generation Y.  I reached out to Kit and asked if she would be willing to share a blog post. It was one of the most viewed of the past year and the best connected across the social media sphere. For all you do, Kit Yarrow, you are the Brand Champion of the Year and the third inductee into the Brand Champion Hall of Fame.

  Brand Champions

• Thank you for your excellent and thought provoking sessions. The Lowe's Expo was a huge success and you were a big part of that.

  Lowe's Professional Development

• Not only did you convey great information our industry really needed to hear, but your style and delivery were outstanding, very well received by our group.

  Cornell University Seeley Conference

• Thank you so much for presenting the psychology of Gen Y to our staff, sales and research teams. Everyone loved you!

  Teen Vogue

• You did a terrific job, Kit. We got great feedback on your speech.

  Canadian Marketing Association Direct Marketing Conference

• The Vision Conference focuses on high-level business topics that appeal to general managers and business leaders (in the nonwoven-based consumer products arena). Kit was a fabulous addition to our 2009 conference - she is an outstanding speaker who captured the audience and gave the attendees exactly what we look for: important insights that are both relevant and actionable. We will definitely want her back!

  2009 INDA Vision Conference

• Kit created for our media marketing department an in-depth analysis of young women that was presented to media planners in a seminar and also in workshops with key customers. Her insights on young women sent the audience back to their offices with new ideas and deeper understanding of the target groups' needs. Not to mention the fact that most of the audience was wiping their eyes remembering their own youth...

  Sanoma Magazines Finland

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  September 2009

  Gen BuY: How Tweens, Teens and Twenty-Somethings Are Revolutionizing Retail

  According to recent statistics, members of Generation Y shop 25 percent to 40 percent more than the average consumer. In Gen BuY, Yarrow and O'Donnell argue that these voracious and fearless consumers have revolutionized the way Americans shop by turning traditional sales and marketing strategies upside down. Based on solid research, the book offers an in-depth look at what motivates these young people to buy certain products and reject others. The authors reveal what makes these consumers tic-how they define power, why they loath manipulation, and why they rely on technology-and show marketers how they can tap into the buying power of this burgeoning group of consumers.