Mindshare finds Gen Y Entrepreneurial Spirit in Trend Study

12 Mar,2012

By A Correspondent


Mindshare has launched the first edition of its new quarterly trend series, Culture Vulture, which identifies the Entrepreneurial Spirit of Gen Y across 30 countries globally. The report, which was led globally out of the agency’s Asia-Pacific hub in Singapore, examines over 300 Gen Y entrepreneurial businesses across 38 cities including New York, Buenos Aires, London and Shanghai to understand how the youth’s innovative ideas can inspire and fuel game-changing communication behaviour.


“At the core of this first edition is the belief that businesses need a little bit of reverse mentoring from time to time- big blue chip companies can learn from the nimble and creative entrepreneurs of Gen Y,” said Catherine Williams who heads the series for Mindshare.


The report identified 14 unique global trends that Gen Y-the consumer group, in the 17 to 32 age group (The generation born between 1978 – 1995) has been pioneering to great success in small to medium sized businesses. These include tips from trendsetting tech start-ups, channeling the power of advocacy, and creating a genuine value proposition.


Commenting on the launch of the series, Marco Rimini, Mindshare’s Global Business Planning Leader said, “Understanding trends and popular culture actually tell us more about consumer behaviour than media consumption data ever could.  Our Culture Vulture series has been created specifically to better inform our clients and teams of these trends and inspire original thinking in our media strategies.”


“Culture Vulture is a tool that we will be focusing on in India to dial up the cultural sensitivity of our strategy teams and deliver strong communication & media solutions that leverage cultural nuances. Mindshare is in the midst of executing a study, based on Geert Hofstede’s cultural dimensions, that will bring richness to this endeavor,” said Alok Sinha, Leader, Strategy, Mindshare South Asia.


The report itself draws on ideas and technologies employed by Gen Y entrepreneurs. It is being distributed as a free iPad app, an interactive PDF and as a videos series on Vimeo on Twitter and a Culture Vulture blog.


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