Always be Yourself. Unless You Can Be a Unicorn Then Always Be a Unicorn

This is the first book to make use of Tumblr-like elaborate imaging and tongue-in-cheek captions in order to paint a picture of the generation of adolescents also referred to as Generation Y, Millennials, Generation Einstein, Digital Natives or even Gypsies. Whereas the name is not all that important, the generation certainly is. The authors - trend researchers themselves - dive into the Brave New World of this new generation and take a snapshot of the characteristics present among these adolescents. They have courage, they are dreamers and appear unaffected by the economic crisis in which they grew up; or does it only seem that way? They were raised with digital media and play those media inimitably. This book is a guide for whoever wishes to understand this generation, work with these adolescents, or target them for sales. However, it is especially a book for the Unicorns themselves, to give to each other or to their parents to make them understand that they are not some kind of freak, but part of a larger movement.