Text by Pernille Kok-Jensen and Els Dragt, design by Lilian van Dongen Torman

144 pages, hardcover, $14.95. Published by BIS Publishers, bispublishers.com

How should advertisers sell to the generation that hates advertising, refuses to be sold to and yet is so fiercely brand loyal that their allegiances make up their identity? You could do worse than pick up a copy of this book. If the readers of The Crossroads are journaling and listening to Laura Marling, the audience of Always Be Yourself is shoegazing while they get over their Molly jag. This guidebook seeks to crack the code to a cohort who believe the un-Instagrammed life is not worth living, who turn their hobbies into industry and who just might save the world—right after they get back from Coachella. Always Be Yourself is irreverent, sexy and fast paced, which makes it perfectly tuned to its subject. Here’s to the unicorns! Just don’t call them millennials. —Sam McMillan