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Mindshare identifies Gen Y entrepreneurial spirit in trend study

By afaqs! news bureau , afaqs!, Mumbai | In Media Planning & Buying | March 14, 2012
In India, Culture Vulture will focus on sharpening the cultural sensitivity of Mindshare's strategy teams and attempt to deliver strong communication and media solutions that leverage cultural nuances.

With an aim to identify the entrepreneurial spirit of Generation Y across 30 countries globally, Mindshare has launched the first edition of its new quarterly trend series, titled Culture Vulture.

Alok Sinha

Catherine Williams

Marco Rimini

The global report, led out of the agency's Asia Pacific headquarter in Singapore, examines an estimated 300 Gen Y entrepreneurial businesses across 38 cities including New York, Buenos Aires, London and Shanghai in a bid to understand how the youth's innovative ideas can inspire and fuel game-changing communication behaviour.

In India, Culture Vulture will focus on sharpening the cultural sensitivity of Mindshare's strategy teams and attempt to deliver strong communication and 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 endeavour," says Alok Sinha, leader, strategy, Mindshare South Asia.

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

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

Marco Rimini, global business planning leader, Mindshare, says, "Understanding of 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."

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

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