Generation iY: Secrets to Connecting With Today’s Teens & Young Adults in the Digital Age


Updated & Expanded: 5th Anniversary Edition

The 5th Anniversary Edition of Generation iY® is one book every parent, educator, coach, and youth worker should read. Over 100,000 adults have benefitted from Tim Elmore’s insights in this landmark book, which has been updated and expanded to include new research, stories, practical solutions, and two bonus chapters to help adults connect with today’s teens and young adults.

Generation iY helps adults:

  • Guide unprepared adolescents and at-risk kids to productive adulthood
  • Guide them toward real success instead of superficial “self-esteem”
  • Adopt education strategies that engage (instead of bore) an “I” generation
  • Employ their strengths and work with their weaknesses on the job
  • Understand the generation following Millennials: Generation Z

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It is no longer accurate to refer to Generation Y as one collective demographic. The Millennials born after 1990 are a whole new batch of students. We call them Generation iY because their life is dominated by the iPhone, the iPod, iTunes, etc. They’ve been identified as the Digital Generation, Mosaics, Techies, Millennials and Screenagers. They are the talk of Human Resource professionals and newspaper journalists, they are the prize of their parents, and they are the market share every retailer covets. They are the kids born between 1990 and 2002 and are part of the largest generation in our history. The older you are, the more you’ll feel like an immigrant among natives with this new generation. They’ve shifted from our Gutenberg era into their own Google era. Their bias is for action and interaction. We have the privilege of shaping their future.

Research-based and solution-based, Dr. Tim Elmore’s book outlines practical strategies to:

  • Guide unprepared adolescents and at-risk kids to productive adulthood
  • Correct crippling parenting styles
  • Repair damage from (unintentional) lies we’ve told kids
  • Guide them toward real success instead of superficial “self-esteem”
  • Adopt education strategies that engage (instead of bore) an “I” generation
  • Pull youth out of their “digital” world into the real world
  • Employ their strengths and work with their weaknesses on the job
  • Equip Generation iY to lead us into the future
  • Understand the generation following Millennials: Generation Z

Who it’s for:

Parents, coaches, educators, youth workers, employers, and those leading today’s students and young adults

This book covers topics like:

  • Amending the lies we have told Generation iY
  • Predictions for Generation iY in the workplace
  • What we can expect from Generation iY worldwide
  • Helping Generation iY find their future
  • EPIC ideas for educating iY kids
  • Unleashing their leadership potential
  • Who are the kids following Generation iY

ISBN-13: 978-0-9966970-0-2

[Click on the image below to view a sample chapter]










“A timely and perceptive study… more importantly, a must-read guide for parents, mentors and teachers… a valuable and wise resource.”
– Dr. Mark Bauerlein Writer, The Wall Street Journal * Faculty, Emory University * Author, The Dumbest Generation

“This book is long overdue. Tim Elmore’s work is groundbreaking in that he not only provides us current research on the latest batch of kids today, but practical solutions to their greatest challenges…This resource will help you to rethink the way you lead young people and help them grow up in the process. I recommend this book to any adult who cares about the future of our world.”
– John C. Maxwell, Speaker and Best-selling Author

“Tim Elmore understands Gen Y. He also understands what our role is in leading and shaping this next generation of leaders. A cultural shift is taking place, and we must be educated, aware and prepared for our role. Generation iY provides the insight we all need.”
– Gene Smith · Vice President / Director of Athletics, The Ohio State University

“In my experience as a mother and senior corporate executive, I know the importance of bringing along the next generation of leaders. Dr. Tim Elmore outlines a solid plan of action. To date I have not found another book that equips a parent, employer, or educator to accomplish this task. This one gets it done! A must read for anyone in the position of growing future leaders.”
– Tami Heim · Mother of a 23-year-old daughter, Former president, Borders Inc.

“Having served in education for decades, I believe the need has never been greater for teachers and parents to understand this generation of students. The Nebraska Department of Education, the schools and students in the state of Nebraska have benefited greatly from Dr. Elmore’s ideas. I consider this book a must-read for teachers or administrators. The work that Tim and his team at Growing Leaders do is essential as we continue to transform education to meet the needs of students and of the workforce in the future.”
– Rich Katt · State Director, Nebraska Career Education

“Those adults blessed with the privilege of programming for our next generation of leaders should read this book right now! Dr. Tim Elmore’s research into the iY phenomenon provides insightful information that explains why many young adults are struggling with their transition to adulthood, as well as offers strategies to help them acquire the necessary tools for success.”
– Joseph R. Castiglione · Vice President for Intercollegiate Athletics, University of Oklahoma

“I have admired the work of Tim Elmore and his passion to train future leaders. He has incredible insights into the unique challenges of the iY generation and we’ve benefited from them at the University of Alabama. This book will help you understand their worldview and how they live, think, and learn. If you are a teacher, parent, coach, youth worker or employer, this is a must-read for you. Tim’s honest approach will help identify alarming concerns with practical solutions.”
– Kevin Almond · Senior Associate Athletics Director – Support Services University of Alabama

“Dr. Elmore has committed a lifetime to the development of young leaders. He models passion, intelligence, creativity, discipline, and a relentless dedication for this cause. His recent work, Generation iY, is both profound and thought-provoking. Tim challenges all of us to be more engaged with the youth of our world to produce a fulfilling future, not only for their generation but for generations to come.”
– Dr. John Green · Former Area Superintendent, Gwinnett County Public Schools

“Dr. Tim Elmore’s insight into this generation is mind-boggling. The statistics are clear and sobering. This is a must-read for any adult with influence in the lives of today’s youth. Every parent, teacher, youth leader, coach and influencer should take a hard look at this study of the next generation. The game plan outlined in Generation iY will leave you motivated and encouraged to impact this unique group.”
– Craig Groeschel · Senior Pastor, and Author, The Christian Atheist

“This book is a clarion call to adult leaders to think critically about the environment in which a new generation is developing, to create teachable moments for engaging these students, and to courageously call them to leadership—living beyond themselves and for the common good. For more than a decade, Tim Elmore’s relevant, well-researched concepts on leadership, and his practical and sustainable solutions for influencing the next generation, were a tremendous resource for me as a student affairs leader working to develop students.”
– Wayne Barnard, PhD · Director of Student Ministries, International Justice Mission

“Our children are our future leaders. My wish is that all children would be provided a strong foundation so they could grow up to be responsible adults who love who they are, care for and respect others and enjoy what they do. This journey starts with helping children develop good character. I see so many parents starting well with their children, but as they grow, some begin to play defense, rather than offense. Tim Elmore helps us understand what young people need today—from parents, teachers, coaches and employers. This book will reveal what we must avoid and what we must embrace to enable our children to become little leaders that mature into adult leaders.”
– Jo Kirchner · President and CEO, Primrose School Franchising Company

“Tim’s mission has always been to grow leaders—when I was on a campus, I often called on him to facilitate leadership development training for my staff, so that they could provide the appropriate balance of challenge and support for university students. In my role with the CCCU, I’m on campuses throughout the nation, meeting leaders who are tasked with developing and educating the iY Generation—this book is a terrific resource for those interested in equipping this generation of students to their fullest potential.”
– Dr. Mimi Barnard · Vice President for Professional Development and Research Council for Christian Colleges & Universities

“Each generation of students presents new opportunities and challenges, and it is essential that educators understand their students. Dr. Tim Elmore masterfully describes the unique traits of Generation Y and offers research-based insight and practical advice in this must-read book for both educators and parents alike.”
Leslie Smith, M.Ed., · Principal, Orange Lutheran High School

“Tim Elmore has put his finger on the pulse of this generation.  He has not only drawn an accurate picture, but he has helped us understand why this generation thinks like it does.  This is a book for every parent, teacher, employer, youth minister, and church leader in the nation.  We must understand the part we have played in shaping the Generation iY.  I am thankful for the holistic look that Tim has given us in this book.”
– Robert Oglesby, Center for Youth and Family Ministry Abilene Christian University

“As a business owner (Chick-fil-A Owner/Operator) with 54 team members (32 of them Generation iY) and father of 3 girls, I find Tim’s book very timely and extremely relevant. As a former military officer, substitute teacher, college pastor, Chaplain candidate, Chaplain candidate recruiter, and life coach, I speak from experience when I say this is a must read for all parents, military officers, non-commissioned officers, Chaplains, military recruiters, teachers, life coaches, pastors, and employers (especially Chick-fil-A Operators!) that interact with this generation on any level.  Additionally, if you are a hiring manager or business owner, I believe this book will help you select great talent. I literally interview hundreds of Gen iY applicants a year and as a result of reading this book, I totally revised my interview questions for iY applicants to help determine their level of “emotional intelligence” and hire only the best applicants.  If you are like me and you find yourself swimming in an “iY” pool, and you want to help save their future, then this book will help you better understand how to be intentional and challenging in their lives.”
– Zach Thomas, Chik-Fil-A Operator

“Being apart of Generation Y and now working with students who are apart of Generation iY, I find Tim’s book to be very insightful and useful. So often in higher education there is confrontation concerning how my generation functions, learns, receives, and reacts. We no longer fit the mold of the previous generations and it is really frustrating those who are professors, administrators, coaches, and staff at universities everywhere. Rather than sitting in frustration, I wish that everyone who works with kids, teens, and young adults would pick up this book. This book offers not just the facts (which can seem daunting and depressing), but this book also offers hope and direction on how to effectively lead my generation. Generation iY seeks for more than knowledge and lectures- they need mentors and coaches who will walk along side of them and experience life, learning, and maturity. Tim’s book, Generation iY, offers simple tools to help do that, and the facts as to why it is necessary for our future.”
– Kayleigh Hoffer, Trevecca Coordinator of Student Leader Programming, Nazarene University

“I have read many articles and books about this generation of students, but Tim’s new book is by far the most revealing and interesting book on the subject of Millennials.  Not only does the author bring to light the unique challenges that this generation is facing, but he also gives us practical solutions to help remedy these ailments.  THIS is the strength of Generation iY.  This is a must read for those of us who work with Millennials!”
– Clark Carter, Campus Minister, Charleston Southern University


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