This presentation discusses the 3 rising influential subcultures that are key to the current digital economy: Youth, Women, and Netizens.

1. THE INFLUENTIAL
DIGITAL SUBCULTURES
BARRAMEDA | FONTELA | MANIRI | MORALES

2. Not all customer segments
are created equal

3. Loyal Brand
Advocates

4. Y
W
N

5. Y
W
N
OUTH

6. Y
W
N
OUTH
OMEN

7. Y
W
N
OUTH
OMEN
ETIZENS

8. INFLUENCE
of YWN subcultures

9. MAINSTREAMculture

10. YOUTH
SET TRENDS FOR
THEIR SENIORS

11. YOUTH
SET TRENDS FOR
THEIR SENIORS
WOMEN
GATEKEEP THE
FAMILY FROM PRODUCTS
AND SERVICES

12. YOUTH
SET TRENDS FOR
THEIR SENIORS
WOMEN
GATEKEEP THE
FAMILY FROM PRODUCTS
AND SERVICES
NETIZENS
FREELY EXPRESS THEIR
OPINIONS ABOUT BRANDS

13. YOUTH
SET TRENDS FOR
THEIR SENIORS
WOMEN
GATEKEEP THE
FAMILY FROM PRODUCTS
AND SERVICES
NETIZENS
FREELY EXPRESS THEIR
OPINIONS ABOUT BRANDS
YOUTH:
ACQUIRING THE
MIND SHARE

16. IT MAKES SENSE TO TARGET...

17. BILLION
YOUNG PEOPLE
AGED 10 -24
4
5
8
0
1
2
.
IT MAKES SENSE TO TARGET...

18. BE RELEVANT.
The youth are
Dynamic so it’s exciting to
market to them.

19. RoleS of the youth
Early adopters
trendsetters
Game-changers
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20. RoleS of the youth
Early adopters
trendsetters
Game-changers
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WOMEN:
GROWING THE
MARKET SHARE

23. ENORMOUS AND
DISTINCT MARKET
SEGMENT

24. PSYCHOLOGICAL
DIFFERENCES BETWEEN
MEN AND WOMEN

25. DOVE REAL BEAUTY
CAMPAIGN
WOMEN’S AID:
INTERACTIVE DIGITAL
BILLBOARDS

26. WOMEN’S AID:
INTERACTIVE DIGITAL
BILLBOARDS
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27. STAY AT HOME
HOUSEWIFE
PLAN TO WORK
HOUSEWIFE
WORKING WOMAN
WITH A JOB
CAREER WOMAN
1
2
3
4

28. RoleS of WOMEN
INFORMATION COLLECTORS
HOLISTIC SHOPPERS
HOUSEHOLD MANAGERS
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29. RoleS of WOMEN
INFORMATION COLLECTORS
HOLISTIC SHOPPERS
HOUSEHOLD MANAGERS
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The INFLUENCE OF WOMEN
AT HOME AND AT WORK
IS GROWING

30. The biggest emerging
market in the world is not
China; it’s women.

31. The biggest emerging
market in the world is not
China; it’s women.
NETIZENS:
EXPANDING THE
HEART SHARE

33. people across geographical boundaries who care
about and actively work toward developing the
internet for the benefit of the larger world
netizens

34.  making internet richer and more useful
 Growing exponentially
 The key to expanding a brand’s heart share
Netizens are...

35. RoleS of netizens
TRUE CITIZENS OF
DEMOCRACY
SOCIAL CONNECTORS
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36. RoleS of netizens
EXPRESSIVE
EVANGELISTS
CONTENT
CONTRIBUTORS
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37. YOUTH
WOMEN
NETIZEN