Video Title: 
Gen Y Decoded: Insights and Tactics for Leaders
Video Length: 
54 Minutes
Video Format: 
Video Price: 
Wednesday, July 13, 2011
7:30 AM Breakfast, 8:00 - 9:00 AM session
Main Dining Room, Stanford Faculty Club, 439 Lagunita Dr, Stanford, CA.
  • They're not just young, they're different.
  • Why meaningful work may trump salary as a motivator.
  • How Gen Y and Boomers can help each other.


Today's young workers are a new breed thanks to two unique forces in their upbringing. Raised during the self-esteem movement, they are often self-confident and used to attention. And the first generation to grow up with technology they work fast and expect fast results. In the workforce they can seem demanding even disrespectful of authority especially the occasional "roaring tiger" with an inflated sense of entitlement.

Leaders that adjust their communication styles and expectations will succeed in connecting with and motivating this group. In this Stanford video, Dr. Yarrow shares tips for effectively managing Gen Y including providing context relevance and purpose for their work. Give frequent personal feedback and recognize their unique skills. To counter boredom stay innovative in practices and technology provide opportunities for learning travel or career development. Perhaps most important protect your best employees from the roaring tigers.

Kit Yarrow is a professor of psychology and marketing at Golden Gate University and the author of Gen BuY: How Tweens Teens and Twenty-Somethings Are Revolutionizing Retail. She earned her BA in Journalism from Georgia State University and MA and PhD in Psychology from The Wright Institute.


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