Who is Generation Y and how can business marketers maximize their efforts toward targeting this segment of our population? In his illuminating book Ystory: The Real Truth About Gen Y and What It Means for Marketers, Stephen Hom—a twenty-one year-old analyst for Fortune 500 clients—understands first-hand the needs and wants of this mega-spending group. What he delivers in this book is more than a broad description of the individuals making up Generation Y. He gives business professionals—marketers, advertisers, PR and promotion experts—an insight into a consumer segment that is entering its core consumer spending lifestage. By gaining a thorough understanding of this market segment, a progressive generation that is multicultural, gadget-happy, and brand-obsessed, companies can focus on their stories, tap into their wealth and influence, and market to them at the max.