Mr Youth and Intrepid Conduct Study on Millennials and the Company of the Future

NEW YORK, NY--(Marketwire - May 11, 2010) - New York-based social marketing agency Mr Youth and world-renowned market research consultancy Intrepid today revealed the findings of a robust research study that takes a deep dive into the Millennial workforce. The study took place over a six-month period that completed in April 2010. Focusing on the US and UK, the study included digital ethnography, creation of virtual businesses, and quantitative surveys.

"Millennials clearly have a different view on business, marketing and communication, much of which stems from being immersed in social technologies from a fairly young age," said Brandon Evans, Managing Partner, Chief Strategy Officer of Mr Youth. "These strong differences in attitudes and behaviors are still very underrepresented in how most companies approach their consumers. The Millennial Inc paper illustrates the different perspective Millennials hold in showing how they would run businesses differently and ultimately market to themselves."

Using a three tiered approach, the study explored and identified three key themes that Millennials embraced across three major areas of any business. These include:

The study also outlines ten core principles that successful businesses should adhere to as they evolve to become more like Millennial Inc. These include enabling open collaboration across the organization; valuing ideas over experience; fostering advocacy; and integrating responsibility into the core of the business.

"Millennial Inc is a real-time, two-way, customized, collaborative and merit-based business," said Misia Tramp, Co-founder of Intrepid. "The next decade will require that businesses make large scale changes to the way they operate, especially when it comes to embracing the perspective of a Millennial and wanting to keep up and move ahead of the curve."

To view the full report, please visit www.millennialinc.com.

ABOUT THE METHODOLOGY
Through a six month study taking place in both the United States and the United Kingdom, Mr Youth and Intrepid explored and identified major themes using a three tiered approach:

1. Digital Ethnography: The study began with developing an online community to bring Millennials from around world to a single place to discuss various lifestyle topics.
2. Virtual Companies: Next, two groups of Millennials (one in the US and one in the UK) were tasked with developing the business of tomorrow.
3. Quantitative Surveys: To conclude the study, over 800 individuals were surveyed online across the US and UK to confirm and validate the findings. 

ABOUT MR YOUTH
New York-based Mr Youth was recently ranked 7^th among Fast Company's "Most Innovative Companies in Advertising and Marketing" and in 2009 was named "Social Media Agency of the Year" by Mashable. Mr Youth has worked with some of the world's leading brands -- including Pepsi, P&G, HP, and Microsoft -- to help them connect with the rapidly evolving consumer by developing strategies and campaigns centered around word-of-mouth, social interactive and experiential marketing.

Mr Youth's RepNation, the leading word of mouth network of 125,000+ savvy consumers, provides marketers a direct channel to conceive ideas, market with, and gain insights from their own consumers. For more information, visit http://mryouth.com.

ABOUT INTREPID
Established in 1998, Intrepid is an award-winning Market Research and Consulting firm with offices in London, Seattle and Ho Chi Minh City. Over the past 12 years, Intrepid have pushed the evolution of evidence based insight and innovation for its clients -- of which include American Express, Citi Group, Nintendo, Microsoft, O₂, and Speedo -- through the advancement of qualitative, quantitative and ethnographic techniques.

Intrepid focuses in New Product Development, Customer Loyalty & Affinity Measurement, Customer & Market Segmentation, Brand Positioning & Messaging, Business Planning, and Online Insight Community Design Management.