MUMBAI: Mindshare has launched the first edition of its new quarterly trend series Culture Vulture which identifies the Entrepreneurial Spirit of the young generation (Gen Y) across 30 countries globally. The subjects considered for this study include those in the 17 to 32 age group.
Culture Vulture combines two of Mindshare‘s business planning solutions - Mindreader, a global quantitative study covering 40,000 people across 40 countries globally; and Mindshare‘s Global Scout Network, a team of cultural cool hunters based across 38 cities worldwide.
The report was led globally out of the agency‘s Asia-Pacific hub in Singapore and 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.
Mindshare South Asia leader strategy Alok Sinha said, "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 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 endeavor."
Culture Vulture head Catherine Williams said, "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."
The report identified 14 unique global trends that Gen Y has been pioneering to 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.
Mindshare global business planning leader Marco Rimini 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."
