So Yesterday is a novel by Scott Westerfeld

Scott Westerfeld

Scott Westerfeld is an American author of science fiction. He was born in Texas and now divides his time between Sydney, Australia and New York City, USA.-Books:...

 published in 2004. It has won a Victorian Premier's Award

Victorian Premier's Literary Award

The Victorian Premier's Literary Awards were created by the Victorian Governmentwith the aim of raising the profile of contemporary creative writing and Australia's publishing industry....

 and is also an ALA Best Book for Young Adults. So Yesterday, the author's third publication, is considered his "breakout novel" and has been optioned to be made into a film by one of the producers of Fahrenheit 451

Fahrenheit 451

Fahrenheit 451 is a 1953 dystopian novel by Ray Bradbury. The novel presents a future American society where reading is outlawed and firemen start fires to burn books...

and Bowling for Columbine

Bowling for Columbine

Bowling for Columbine is a 2002 documentary film written, directed, produced, and narrated by Michael Moore. The film explores what Michael Moore suggests are the causes for the Columbine High School massacre and other acts of violence with guns...

. This YA

Young adult literature

Young-adult fiction or young adult literature , also juvenile fiction, is fiction written for, published for, or marketed to adolescents and young adults, roughly ages 14 to 21. The Young Adult Library Services of the American Library Association defines a young adult as "someone between the...

 novel explores issues surrounding marketing

Marketing

Marketing is the process used to determine what products or services may be of interest to customers, and the strategy to use in sales, communications and business development. It generates the strategy that underlies sales techniques, business communication, and business developments...

, especially marketing targeted at youth.

Plot

A young man named Hunter works as a cool hunter, finding and selling new trends to his corporate sponsors. His latest find is Jen, an honest-to-goodness 'Innovator' who he spots based on her unique shoelaces. Together they are drawn into a mystery when one of Hunter's bosses disappears after she runs a 'cool tasting' for a new brand of shoe.