1. © 2007 Iconoculture, Inc. All rights reserved
© 2007 Iconoculture, Inc.  All rights reserved.  THIS DOCUMENT CONTAINS VALUABLE TRADE SECRETS AND/OR COPYRIGHTED INFORMATION OF ICONOCULTURE, INC. IT IS CONSIDERED CONFIDENTIAL INFORMATION AND MAY BE USED SOLELY FOR THE RECIPIENT’S OWN PERSONAL REFERENCE.  NO PART OF THIS DOCUMENT MAY BE REPRODUCED, ALTERED OR DISTRIBUTED TO ANY THIRD PARTY WITHOUT ICONOCULTURE’S EXPRESS WRITTEN AUTHORIZATION.

2. Consumer Outlook YoCos 2007SM
Valeria Piaggio
VP, Consumer Strategist
Global View
Kirk Olson
VP, Consumer Strategist
Media/Entertainment/Technology

3. YoCos today SM
• YoCosSM (Young Cosmopolitans) are people of all ethnicities and backgrounds embracing the wealth of options around them. They’re global citizens crossing cultural, ethnic, racial and gender boundaries as easily as they breathe.
• YoCos embody panculturalism, defining themselves by a mindset of curiosity, openness and creativity more than by traditional demographic markers.

4. YoCos today
• The name may imply young and urban, but unlike typical segmentations, YoCo is an adopted, adaptable mindset.
• What’s at stake? An estimated total U.S. buying power of $924 billion.*
• As the U.S. becomes even more diverse, expect their eclectic sensibilities to influence trends and tastes of the future mainstream.
*Estimate based on 2006 figures from U.S. Census, Bureau of Labor Statistics, Harris Interactive and Packaged Facts

5. Who we track
YoCos (Young Cosmopolitans): people of all ethnicities, typically age 18-40, college educated, living in metro areas of 500,000 or more

7. Emerging trend YoCos go green
YoCos recognize climate change as a global reality and take action as global citizens. Sustainability, carbon-neutral, LOHAS and other environmental movements embody the legacy they want to leave.

8. Observation Eco-aware designer makes Junk Mail Gems
JunkMailGems.com images

9. Observation
Live Earth: The Earth rocks
LiveEarth.org images

10. Latinos are interested in the environment; Movimiento Azteca’s effort is simply our modest way to give back to our people, offering tools for inspiration, education and self-improvement.
Luis J. Echarte, chairman of Azteca America and president and CEO of Fundación Azteca America, on a bi-national campaign to protect the last remaining undeveloped birthing site of the gray whale, HispanicAd.com

11. Macrotrend
SustainAbilities SM
How long will the planet and its resources last? Consumers and businesses are increasingly choosing sustainable means and ways.

12. SustainAbilities conscience commitment legacy leadership
Macrotrend
SustainAbilities SM
conscience
commitment
legacy
leadership
environmentalism

13. Demographic hotspots Budding green Millennials Earth-minded Latinos
Environmentalists worldwide

14. What’s working Paramount’s An Inconvenient Truth
Carbon-neutral Academy Awards program
Jack Johnson’s “climate-neutral” summer tour

16. Future forward
The future looks pancultural. Populations that were once U.S. minorities will be the majority influencers who define future markets.
The YoCo balancing act of honoring individual traditions while exploring communal hybrids will move the social and cultural climate toward one of ever-increasing inclusion.
As YoCos continue to dominate the creative classes, the effects will reshape everything from food to media to marketing. The result? By 2015, the very concept of a “general market” will be obsolete.

17. Key takeaway
Labels, categories and boxes can’t contain self-defining YoCos; discovery, authenticity and creativity motivate choices from traditional to experimental.
The key to reaching them is understanding that they wouldn’t have it any other way.

18. Watch list Global perspective demands eco-concern: YoCos go green
Indie brands prosper as YoCos constantly seek innovation
Rising buying power of Asian Americans, African Americans and Latinos shapes markets
Cultural Fusion continues while Get Real countertrends gain ground
Global media continue to cross boundaries and reach more corners of the world
Broadband technologies and penetration make a small world even smaller SM SM

19. Valeria Piaggio Kirk Olson vpiaggio@iconoculture.com
VP, Consumer Strategist Global View
Kirk Olson
VP, Consumer Strategist Media/Entertainment/Technology