Pernille Kok-Jensen and Els Dragt

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

€12,90 Incl. VAT
A guide to help you become millennial proof.
  • Hardcover 
  • 144 pages 
  • 17 x 12 
Pernille Kok-Jensen and Els Dragt
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Why do all the young ladies in my neighbourhood have turquoise hair? Is Seapunk a kind of sushi or a new rock band? Should I be worried about the fact that teens seem to believe in unicorns? Is Tumblr like Facebook for creatives? What’s the point of blogs like POHTPOF? Is it already lame again to say YOLO? And do I need to learn how to TWERK?

You know the saying, a rose by any other name would smell as sweet? The young generation is called all sorts of things; Generation Y, Millennials, Generation Einstein, Digital Natives, Gypsies. Rather than playing the name game, we take a look behind the ironic printed t-shirts.

This book dives into the brave new world of a young and new generation to help you answer some of these questions. It is not an easily digestible description of an entire generation of young adults. An attempt at this would be insulting and disrespectful. Instead, it provides a snapshot of some of the characteristics that the young ones of today embody.
They are bold, dreamy and unfazed by the grim context in which they’re coming of age.
Or are they? They’ve got mad digital skills, great style, and a superheroesque outlook on life. Oh, and they all want to be unicorns, so often that’s just what we’ll call them.

Consider it a guide to help you become millennial proof and maybe even understand your teenage kid, your Twittering pupils, your Instagramming girlfriend, your new hip employee or the next customer that walks through your door. And all the Unicorns out there, perhaps you could buy the book for your parents so that they will understand that you are in fact not a freak but a part of a greater movement.

If you remember the Official Preppy Handbook or, more recently, So You Think you’re a Hipster, you can imagine the potential of this first fun and, above all, visual generation book for the millions of millennials out there.


Pernille Kok-Jensen is a Connectivity Director at Mare Research and Els Dragt is a Trends & Sparks Officer at the same agency. Mare Research is a marketing research and trend forecasting agency in Amsterdam.






ISBN: 978-90-6369-350-3
Author: Pernille Kok-Jensen and Els Dragt
Design: Lilian van Dongen Torman
Format: hardcover
Dimensions: 17 x 12 cm
Pages: 144