Global Mindset is one of sixteen TABS inside Canvas8's third edition of Keeping TABS. Keeping TABS is available to purchase on www.canvas8.com Keeping TABS is Canvas8's biannual round-up of the most important behaviours for brands to be aware of when engaged in strategic planning.

2. Keeping TABS
Canvas8 is a behavioural research agency that works with leading agencies and brands to
provide them with the insight needed to underpin their strategic decisions.
We are delighted to introduce the third edition of Keeping TABS, our biannual summary of the key
global changes impacting consumer attitudes and behaviour.!
TABS connect and illustrates the major developments within global culture to provide a unique
insight into the mindset of the modern consumer. Through expert analysis, recent case studies and
commercial thinking, we provide the in-depth understanding that brands need to connect with
fragmented, time poor audiences.
New TABS include Alternative Currency, Preparedness, Self & System and Global Mindset.
Keeping TABS in Context
The Arab Spring and Occupy Wall Street movements speak of the desire for genuine, grassroots
change – and a belief that it might actually happen. There’s a citizen uprising spanning the globe
which just wants things to be fair. For everyone. Traditional economic systems are being subverted
in increasingly sophisticated ways, and Alternative Currencies are emerging. Rules, systems and
people are being hacked to make them better, physically and emotionally. And people are
collaborating on this massive remix with a Global Mindset that underlies the constant connectivity
to others’ world views.

3. Global Mindset
Global Mindset is one of eight new TABS we have identified.
People are adopting a patchwork of global identities - a Global Mindset.
The contrast of global and local is a defining feature of the 21st century, which is characterised
by an unease with the foreign, and an affinity with the local. Paradoxically, globalisation
defines our everyday lives, as have notions of dynamic mobility, whether through travel or
connectivity.
A growing faction of consumers no longer express their identities in relation to a single place, but
in relation to multiple places, cultures, beliefs and ideas. Young people, travelling more than any
generation before, are adapting to and feeling comfortable with foreign cultures. This new kinship
is creating a demand for more authentic and less ‘touristy’ expressions of other cultures, as well as
greater sensitivity, respect and curiosity.

4. Global Mindset
The Global Mindset attitude is most prevalent amongst the young people and digital natives.
Young people travel more than any other generation before them and find it easy to adapt to,
and feel affinity with, foreign cultures.
“Millennials, more than any generation are eager to understand perspectives that
are different, event antithetical, to their own, rather than push them away”
Torrey Taussig; Strategic Communications, Glover Park Group
In stats:
Global Mindset will accelerate with our desire to travel: by 2020 we will make 1.6 billion trips
aboard.
And, when we travel we are increasingly seeking local immersive experiences: in just three years
AirBnB users have booked 1.9m nights across 184 countries.
It is more than just travel and local experience, there is a real appetite to explore and learn: 78%
of millennials have stated a strong preference for learning something new when they travel.

5. Early signs include: Packabook
Packabook encourages people to explore the world through fiction. It’s a free website which
allows users to discover novels set in locations they intend to visit.

6. Early signs: Conflict Kitchen
Conflict Kitchen is a politically motivated NYC takeaway restaurant that rotates cuisines and
identities every four months to highlight a different country the US is in conflict with.

7. These signs are gaining traction: Life in a Day
Life in a Day is a user generated film by Ridley Scott and Kevin MacDonald that encouraged
people to upload video footage of their lives on July 24. 4,500 hours of film was submitted.

8. Signs are emerging commercially: Smirnoff Nightlife Exchange
The Smirnoff Nightlife Exchange Project is a series of global events in which people define their
quintessential local nightlife and share it with sister cities around the globe.

9. Signs are emerging commercially: Prada ‘Made In’
The ‘Made In’ campaign exposes the global narratives behind Prada products and offers insight
into changing perceptions; ‘Made in India’ comes to mean interesting, not cheap.

10. Exploring more
If you enjoyed Global Mindset, there are fifteen other TABS to explore in Keeping TABS.
In a world of dynamic and rapid change, understanding the motivations behind people’s
behaviour is essential when developing new ideas, products or communications.
Helping you deliver great strategy, Keeping TABS is available to purchase from Canvas8 for just
£495 or complimentary for Canvas8 subscribers.
Alternatively, if a member of our team can meet with you and provide a personal and
customised briefing for £1,195.
For further information on Keeping TABS, TABS Briefings or to learn more about how Canvas8 can
help your business, please contact olly@canvas8.com or call +44 (0)20 7392 2201.