The Tanning of America

Today's consumer is a mind-set, not a race--and when businesses get it right and have a proper understanding of tanning, success is imminent. The "tanning" phenomenon raised the first generation of consumers who have the same "mental complexion" based on shared experiences and values. In The Tanning of America, brand marketing expert Steve Stoute shows how a company can connect with this growing market that is influencing consumer taste across the entire socio-economic spectrum.

Stoute draws from his diverse background in the music industry and in brand marketing to chronicle the rise of this market and deconstruct how an upstart art form--street poetry set to beats--came to define urban culture as the embodiment of cool. Tracing the story of hip-hop from its roots, The Tanning of America beautifully captures the spirit of every musical and cultural breakthrough over the past thirty years and details the direct link between the birth of hip-hop in the Bronx to President Barack Obama's campaign and election. He also interviews Eminem about the evolution of tanning. It's a rich history of the hip-hop movement and its subsequent influence on the world as we know it.

Stoute has made a career out of identifying with and activating this new generation of consumers to create extremely successful maketing campaigns. Recalling lessons learned in the field, whether working on McDonald's "I'm lovin' it" campaign or with Jay-Z to make the fastest selling sneaker in Reebok's history, his impact on how companies communicate with this market sector is legendary. In order to end up on the right side of "cool," it's important to understand the cultural forces at work, the mind-set of the millennial consumer, and their code. Stoute's knowledge and observations will allow readers to find success in a new generation's bold reinterpretation of the American Dream.