People like Cora Carmack

New adult (NA) fiction is a developing genre of fiction with protagonists in the 18–29 age bracket. St. Martin's Press first coined the term in 2009, when they held a special call for "fiction similar to young adult fiction (YA) that can be published and marketed as adult—a sort of an 'older YA' or 'new adult'". New adult fiction tends to focus on issues such as leaving home, developing sexuality, and negotiating education and career choices. The genre has gained popularity rapidly over the last few years, particularly through books by self-published bestselling authors like Jennifer L. Armentrout, Cora Carmack, Colleen Hoover, Anna Todd, and Jamie McGuire.

The genre originally faced criticism, as some viewed it as a marketing scheme, while others claimed the readership was not there to publish the material. In contrast, others claimed the term was necessary; a publicist for HarperCollins described it as "a convenient label because it allows parents and bookstores and interested readers to know what is inside".