InMind: Power of Subcultures

It is getting harder to profile and target consumers purely based on their buying behaviors as individuals’ interests get multiplied and diversified. Therefore, in this complex consumer environment, it is crucial for brands to move away from only behavioral targeting to also capturing quality audiences based on interests.  

As brands turn to establish brand connection using interest-based targeting, activating subcultures communities can become the path to success as they possess these three powers: Value, Volume and Influence.  

VALUE POWER OF SUBCULTURES 

VOLUME POWER OF SUBCULTURES 

INFLUENCE POWER OF SUBCULTURES 

In this new edition of InMind: Power of Subcultures, Mindshare aims to help brands find sustainable growth by discovering: 

• What qualifies as a subculture community and how it delivers on the three powers  
• Which subculture communities are emerging in 2023 and what kind of consumer interests do they connect well with 
• How can brands pursue and activate subcultures using Mindshare’s Culture Activation Framework 

To learn more about InMind: Power of Subcultures, how your brand can pursue and activate them for sustainable growth, please contact [email protected]. 

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