"Just like the hippies of yesterday, today's young people are actively involved in and not listening to 'the establishment.' Who is the establishment. US!"We, as an industry, make the rules. And Trey says if we keep listening to the "experts" on how to market and what products to sell, we'll be lost. A good example he mentions is the myth that young people don't garden.
When I talked to Wolfgang Engelmann, the winner of this year's Medal of Excellence for Marketing, he told me how his research shows that young people today are embracing nature in ways that generations before them didn't. So why not market to them? They want your products! Don't give up on Gen Y!