TANK_People_of_2015_1.5

SAY
HELLO.
Meet the people who will
change the world in 2015.
A guide for marketing professionals.

At TANK, we love connecting
people with brands.
Say hello to the 15 key people
who will impact marketing
communications in 2015.

MEET THE PEOPLE WHO WILL
CHANGE THE WORLD IN 2015
wearetank.com.au/peopleof2015
Also called Keyboard Warriors, the
Digital Activists are politically and
socially aware, involved in not-for-
profit organisations and know how
to make the internet and social
media work to further their cause.
The Digital Activist faces a range
of challenges, the most pressing of
which is making an impact. Catching
someone’s eye in the street and
getting them to sign a petition, or
drop a coin in a collection tin is one
thing, making a real connection in
a detached, passive environment
like the internet is much harder.
In an environment saturated with
conflicting messaging, and an audience
all-too-ready to turn a blind eye,
compelling people to listen let alone
become involved is an uphill climb.
They are highly engaged with digital
news sources, keeping abreast
of world events, environment,
politics and culture. Fundamentally
optimistic, the Digital Activist is
more interested in points of view,
opinions and potential solutions
rather than facts and figures. They
are interested in policy, not politics.
THE BEST WAY TO COMMUNICATE WITH THEM:
The Digital Activist is, by nature,
engaged. They are principled and
passionate, but also wary of hitching
their wagon to anything that dilutes or
derails their cause. They have a keen
eye for unauthentic messaging, and
will reject any perceived hypocrisy.
It’s important to use irony and cynicism
sparingly. It’s not that the Digital
Activist doesn’t have a sense of
humour, they are simply more interested
in earnestness and honesty.
The Digital Activist is to be empowered,
their connection with today’s headlines
and the finger they hold earnestly on
the cultural pulse ensures they see
through most messaging.
Lay your opinion on the table, talk
about solutions not problems and share
your values so you can find something
meaningful to talk about with your
customers.
WHERE TO FIND THEM:
change.org
getup.org.au
38degrees.org.uk
greenpeace.org/australia/en
oursay.com.au
Facebook YouTube
Twitter Google+
Tumblr Instagram
Vine Meetup
Flickr Podcasts
THEDIGITAL
ACTIVIST
1of15
ABC News, The Drum,
Jezebel
Q&A, Insight
A spirited debate,
backpacking, a good
documentary
A closed mind,
disposable coffee cups
Honesty, transparency,
conviction
AGE 18-35
MARITAL STATUS Single
WHAT’S NEXT A month
volunteering in Cambodia.
“To change
the world, all
you need is a
modem.”

These guys are the wall street
traders of today. Nimble, ambitious,
connected, they may be involved
with many projects at once as well
as holding down a day job. They are
interested in the here and now.
The Startups are pros when
it comes to making their own
opportunities. They are always open
to new endeavours and partnerships,
making friends and acquaintances
easily and they love talking about
what’s possible over a beer.
The main challenges the Startups
have to face is the loss of momentum.
Ideas go stale quickly and if things
take too long to come together, it
leads to doubt and impatience. In
a competitive environment like the
startup scene, a delay may mean the
difference between being successful
and being last week’s news.
Startups like to get a broad view
of what their peers and icons are
doing, so social media and easily
digestible news and pop culture
sources that capture the zietgest
are invaluable. They want to be
inspired, energised, and challenged.
Communicating with The Startups
is really a matter of speed and utility.
The Startups are busy making and
iterating – so keep it brief, to the point
and you sure as hell better make it
useful and practical – save the fluff.
Focus on the here and now, and show
a deep understanding of the passion
and drive it takes to put your heart
– and everything else – on the line.
The Startup is a real person, trying
to make something from nothing –
they have an idea and they’re busy
learning and adapting – it’s your job
to understand.
Simple.
WHERE TO FIND THEM:
creativespaces.net.au
500.co/startups
startupmelbourne.com
thethousands.com.au
Facebook Twitter
LinkedIn Google+
Instagram Meetup
Flickr Podcasts
THE
STARTUPS
2of15
“I have this great
idea for an app.”
Twitter, Pedestrian, Vice
Downloaded HBO
programs, on their
laptop, MTV Cribs,
Silicon Valley
Launch parties,
gamechangers
A defeated attitude,
quiet talkers
Ambition, sociability,
creativity
AGE 18-35
WHAT’S NEXT Taking a project
international

What started out as a hobby slowly
became a full time job. The Ce.Web.
rities have a fundamental desire to
share: to share ideas, experiences, a
vision. Finding and connecting with an
audience who share that vision is how
Ce.Web.rities are born.
Often working within a creative industry,
the Ce.Web.rity is not necessarily a
leader in thought, but certainly in style.
They are savvy marketers who know
their audience well, and they have the
ability to transform themselves into
an outward facing, complete brand
(as opposed to an insular individual
who just posts content online).
The main challenges Ce.Web.rities face
is remaining switched on and relevant
in the face of changing styles, interests,
and fashion, as well as competition from
newcomers. Celebrity is notoriously
fickle even without the burden of being
your own agent and publicist.
Besides their own websites and blogs,
they love to share and explore via visual
platforms such as instagram, pinterest
and vine.
Positive, fun, open communication is
the way to speak to Ce.Web.Rities.
They don’t have time for a lot of talk, for
negativity or closed messages. They are
doers, and they place a lot of value on
action, on beauty, friendly gestures and
human interaction.
They love making new connections,
sharing content and cross-promotion.
To speak their language, you have to
understand what they do, as well as the
community around them.
Don’t interrupt them – listen, watch
and learn, then help their communities
do what they’re already doing. And
if you want them to share, give them
something worth sharing.
WHERE TO FIND THEM:
thebigdesignmarket.com
womenofletters.com.au
thefinderskeepers.com/
melbourne-markets.php
thethousands.com.au
Facebook
YouTube
Pinterest
Twitter
Instagram
THE
CE.WEB.RITY
3of15
“I knew my blog
was more than
a hobby as soon
as people started
recognising me
in the street.”
Broadsheet, the Design
Files, Hooray Magazine
Grand Designs,
River Cottage,
Project Runway
A new season,
a dreamy workspace
Bad taste, poor quality,
burning bridges
Collaboration,
enthusiasm, community
AGE 25-35
MARITAL STATUS Either
WHAT’S NEXT An interview with
Frankie magazine

This group of Gen Ys have enough
skills and experience to find regular
work, but they are not actively pursuing
a linear career or accumulating “stuff”.
With a whole generation being priced
out of home ownership, an uncertain
global financial market, young adults
are staying at home longer, creating a
kind of 2nd adolescence.
More educated, connected and worldly
than their parents, the Chameleons are
rejecting the traditional progression
of school - university - work - marriage
- children, in favour of something
they see as more valuable: a broad
world view and a unique skill set. The
uncertainty of their future and pressure
from parents who see their choices as
being immature can make life difficult
for Chameleons.
The Chameleons know that the jobs
their parents did are disappearing,
evolving, that university degrees
do not guarantee careers and that
status symbols are empty. They are
playing the long game, working in
a variety of fields, taking a range
of positions around Australia and
overseas, settling in wherever
opportunity takes them. They prefer
to spend their money on experiences
and travel than cars and clothes.
Aspiration, affirmation, adventure. The
Chameleon is in love with the world,
with possibility and the unknown.
They also value their youth.
They know that not being tied down
to one job or location, while being
exciting, is also potentially precarious,
and it’s maybe even lonely at times.
They don’t know what the future holds
but they’re happy to jump into the deep
end and find out.
The key to communicating with
Chameleons is making them feel
connected and validated, that they
are on a journey with a destination,
and not floating aimlessly in space.
They want to know that they are not
distanced from friends and family,
or from the people who chose a
more traditional route in their lives.
Talk to them about the world
– specifically the journey to discover
it and the value it adds to one’s life
– speak to them about the triumphs
and tribulations of life, think beyond
the here and now and peel away the
layers of yesterday; paint tomorrow
in a warm dusk light for them.
They’ll love it.
And if you’re building/making/coding for
them – make something that will enable
their adventures, not hinder them.
WHERE TO FIND THEM:
lonelyplanet.com
humansofnewyork.com
airbnb.com.au
Facebook YouTube
Tumblr LP Thorn Tree
Instagram Vine
Flickr Podcasts
THE
CHAMELEON
4of15
“I don’t want to
look back on my
youth and have
nothing to show
for it but a good
credit history.”
On the Road by Jack
Kerouac, Vice, the Travel
Almanac
Twin Peaks, Boardwalk
Empire, An Idiot Abroad
Passport stamps,
window seats
Dead ends, small towns
Freedom, growth,
curiosity
AGE 25-35
WHAT’S NEXT A project
management job (contract of
course) in Boston

This new generation of dads are
more involved in the raising of their
children, and are keen to share
their interests and passions.
They grew up in an era without stay-
at-home dads; where mum raised
the kids and dad came home from
work, cracked a beer and watched
television. Their dads were a little
elusive, a little foreboding, and a bit
gruff. The Cool Dad is committed
to being physically and emotionally
available, taking advantage of the fact
that the modern workplace is a more
flexible space for working parents and
balancing the work/life obligations
more evenly with their spouses.
They reject the notion that having
kids means that they’re over the
hill. They are still active, social
and switched on. They face being
overlooked and misunderstood by
those who do not recognise their
progressive brand of fatherhood.
Cool Dads don’t identify with the
sitcom narrative that marriage and
children are a prison or a burden, or
that their lives are somehow being
constrained or limited to life on a couch
with their hands down their pants.
The Cool Dad is an entrepreneur,
a partner and a father who has
his priorities set just right – he
knows the order of things in his
life and puts a value on time and
the following of his passions.
Don’t talk down to them and don’t,
please don’t, assume that the word
‘bloke’ has any place in a conversation
with this group of men – they’re far
too civilised, professional and present
in the 21st Century to respond.
To get through to Cool Dads,
acknowledge their professionalism
through the lens of the real person
they are – cross-pollinate their
passions with their professional lives.
Yo Gaba Gaba as a conversation
piece at the boardroom table. The
parallels of a CrossFit workout and
a presentation to 100+ attendees.
Acknowledge their role as a parent but
be reductive. Don’t employ advertising
tropes like the “hapless husband” or the
“dumb dad”. Be inclusive and nuanced
and above all – treat them, their
partners and their children, as equals.
WHERE TO FIND THEM:
ted.com/talks/ziauddin_yousafzai_
my_daughter_malala?language=en
theironandthesoul.net/2014/09/
give-us-men-who-arent-fools
melbournerockschool.com.au
monocle.com
YouTube Twitter
Google+ LinkedIn
Instagram Flickr
Podcasts
THE
COOLDAD
5of15
“I know he’s only
3, but he loves
the Ramones.”
Digital news sources,
street press, fatherhood
blogs
Yo Gabba Gabba,
Adventure Time, Game
of Thrones
All ages gigs, Bounce,
CrossFit
Kiddy-talk, mum-centric
advertising
Family, fun, gender
equality
AGE 30-45
MARITAL STATUS Married
WHAT’S NEXT Guitar lessons,
life drawing

They’re not an anti-CEO, more like a
CEO Mark II. They’re a leader, not a
boss. The DEO tears down the wall
separating executives from everyone
else, creating a collaborative, brave,
innovative environment. The DEO
brings an intuitive, social attitude
to the senior position they hold,
letting go of the “us and them”
mentality of the traditional office.
Where a CEO may direct, delegate
and manage, the DEO will facilitate,
collaborate and experiment.
The DEO believes that a hands
on approach is best, becoming
personally involved in work instead
of sitting isolated in an office.
Although they are a leader, they do not
believe that they have all the answers
or even that they always know best.
They encourage participation and
input from all members of their team,
regardless of position or title. Having
said that, they are able to make calls
where necessary, to keep a project
moving and maintain momentum.
Natural risk-takers, they believe in the
value of experimentation and learning
from mistakes, but managing risk and
dealing with inevitable failures still
pose a challenge to the idealistic and
aspirational DEO.
To communicate effectively with the
DEO, your messaging needs to show
confidence, conviction and creativity.
They’ve seen it all, their time is short in
supply and high in demand, and they will
not appreciate their time being wasted.
Whatever you have to say, it better
be people-centric. They’re not into
corporate speak so please brush up
on human-centred design, design
thinking and lean.
To the DEO, ‘digital’ is not about
websites – it’s the world we live in
every single day and it’s getting
‘digitaler’ by the second.
Be practical, talk about challenges and
problems – be real. They’re the ones
who want to roll up their sleeves and
help you create and solve. Ask yourself
if your messaging will help them do
their job.
Does it give them an idea?
WHERE TO FIND THEM:
ted.com/talks/simon_sinek_how_
great_leaders_inspire_action
ideo.com/work/human-centered-
design-toolkit
99u.com/articles/33909/christopher-
simmons-designers-incharge
fastcompany.com
fastcocreate.com
Facebook YouTube
Behance LinkedIn
Twitter Google+
Instagram Meetup
Podcasts Flickr
THEDEO
6of15
“If you haven’t
failed yet, you
aren’t trying
hard enough.”
Fast Company, Twitter,
e-books
TED talks, Girls,
Gadget Man
A fresh perspective,
a group brainstorm
Naysayers, back-to-back
meetings
Boundless exploration,
innovation, collaboration
AGE 35-60
WHAT’S NEXT An office pinball
machine

The Peter Pans are Baby Boomers
who have never quite grown up.
Marrying young, they spent their lives
working hard and putting their children
first. Their nests long since emptied
and their grandchildren old enough to
look after themselves, these retirees are
looking forward to having more time to
devote to themselves.
Interested in using their retirement to
capture some of the glory of their youth,
the Peter Pans are newly social, more
heavily involved in their communities and
keen to explore, learn and travel.
They are fiscally conservative, risk
averse, unwilling to make drastic
changes in their lives and view
technology as a necessary evil at best.
They are not interested in hashtags
or QR codes or the latest apple
gadget. The main challenge they face
is becoming isolated from families and
communities whose lives are largely
lived online.
Like much of their generation, Peter
Pans don’t want to have things shoved
down their throats. Stay away from
loud, extended campaigns. They don’t
like being asked “Can I help you?” the
moment they walk into a store, and the
same attitude applies to marketing.
Entertain them, titillate them with mystery,
intrigue and a little bit of adventure.
Don’t bother them, help them.
Quiet, strategic, communication is best.
The Peter Pans are dignified, but they
also like to laugh at themselves. They
are experiencing a freedom they haven’t
known since they were young, help them
enjoy that freedom.
WHERE TO FIND THEM:
facebook.com
goodreads.com
imdb.com
stitcher.com
Facebook Groups
YouTube
Twitter
Podcasts
Flickr
“I’ve worked
hard all my life,
why shouldn’t
I spend money
on my hobbies?”
Newspapers, TV week,
subscriptions to hobby
publications
Heartbeat, Gadget Man,
Grand Designs
Seniors discounts,
caravan travel
Teenagers constantly
texting, doctors
Family, financial
responsibility, tradition
AGE 55-65
WHAT’S NEXT A seniors art class
THEPETER
PANS
7of15

The New Villagers are inner city Gen
Xers who grew up in the era of television
and video games, witnessed the birth
of the internet and smart phones and
have decided that enough is enough.
They are committed to creating a
simpler, greener, more community-
based upbringing for their children.
That is not to say they hate technology;
they may embrace it as a tool to support
their ideal, but not in and of itself. They
may own an iphone, but they do not
worship at the altar of Apple, and they
are vocal about the shortcomings of
corporations and modern trappings.
In some ways, they echo of the
sentiments of their hippy parents;
they believe in getting back to nature,
of community living, and that war
is never the answer. However, they
are disdainful of the naivety of some
of their more frivolous policies (free
love, anyone?) and believe that part
of being a valuable member of a
community is being a responsible,
profitable member of society.
Communicating with the New Villager
is a balancing act. They have simple
values in a complex world. Helping them
to simplify the complexity of modern city
living will take you a long way. Having
empathy, showing an understanding
of their challenges and priorities is
important, the key word there being
“show”. Show, don’t tell.
They are online, but they aren’t
interested in your fancy apps. They
want the simplicity of their childhood,
but they don’t want to have to wait in
line at the bank like they did as a child.
Use technology to help them, not
create more noise.
WHERE TO FIND THEM:
restaurantday.org
skills-exchange.meetup.com
cultivatingcommunity.org.au
Twitter
Instagram
Tumblr
Flickr
Facebook
“It takes a village,
after all.”
ABC News, Stephanie
Alexander’s Kitchen
Garden Companion,
Life of Pi
QA, Black Mirror,
River Cottage
Produce markets,
local designers
Helicopter parenting,
McDonalds
Peace, sustainability,
enlightenment
AGE 53-60
WHAT’S NEXT A community garden
THENEW
VILLAGER
8of15

Growing up learning about the
world 2nd and 3rd hand in a pop-
culture saturated environment,
remixers are interested in context and
reinterpretation. They are the ones
creating memes, using hashtags and
deciding what Buzzfeed write about.
They love revisiting television, film, music
and art from previous generations and
looking at it through new eyes. They
are politically and socially progressive,
being particularly aware of feminist and
transgender issues, and do not identify
with the gender politics of their parents
and grandparents.
Often female, the Remixers look up
to artists like Lorde, who rejects the
traditional teen pop attitude and
aesthetic. They believe that “Girl” has
been a slur for too long, and the notion
that they are naive airheads with nothing
to say is outdated. Their challenge is
forming a unique identity through the
relentless tide of conflicting influencers.
Playfulness and humour are important
when speaking to Remixers. They love
being in on a joke, being included in
a game, and they love pop culture,
but they hate seeing their cultural
touchstones being appropriated for
advertising by just anyone and everyone.
You have to be someone, after all.
Don’t let their youth fool you. The
Remixers are savvy. They’ve grown up
around advertising, and they know a
sales pitch when they see one. Support
their interests, be present and vocal, but
don’t just barge into their territory and
expect a warm welcome.
Become part of their community. Share
stories, enable them to make and create.
Give them something to remix, they’ll
return it in better shape.
WHERE TO FIND THEM:
hitrecord.org
rookiemag.com/2014/01/
lorde-interview
io9.com
stitcher.com
Soundcloud YouTube
Twitter Google+
Tumblr Instagram
Vine Meetup
Flickr
“Nothing is new
anymore, but
that doesn’t
mean originality
is dead.”
Tumblr, Twitter,
Buzzfeed
Adventure Time,
Dr Who, True Blood
Dr Who marathons,
street art, gender
equality, creativity
Remakes of classic
films, sexism
Acceptance,
expression, exploration
AGE 16-25
WHAT’S NEXT An annual zine
THE
REMIXER
9of15

Time-poor but deeply engaged, micro-
miners take in a lot of information,
provided it is clear and concise. They
are committed to being informed, not
only about current events, but culture
and society as a whole, and they enjoy
reading opinion pieces rather than
simply news articles stating facts.
In the age of the listicle, Micro-Miners
are increasingly impatient with content.
If they are not engaged and challenged
in the first paragraph, chances
are, they won’t bother to continue
reading. They like to be amused and
entertained by content delivered
with an ironic wink, but it must come
hand-in-hand with genuine insight.
If the content is compelling, you can
find a Micro-Miner gleefully consuming
current affairs, an article about the
history of the ceiling fan, an opinion
piece on brunch culture, an essay
on vampire tropes, or an interview
with a politician. They are hungry
for knowledge and forever looking
to inform their broad world view.
The challenge is of course
understanding complex issues that
cannot be explained with a simple
infographic. They neglect the value of
the newspaper or the novel at their peril.
Micro Miners are open to communication,
much more so than much of the
population, but if they feel that their
time has been wasted, they will switch
off. They don’t have patience for hoops
and if something doesn’t work, they
won’t try again. If you get it right, you’ll
have a captive audience, but if you
get it wrong, it makes establishing a
connection later much more difficult.
Micro Miners are constantly filtering
information. The challenge of
communicating with them is not
ending up in the “junk” folder.
Keep it short and to the point, but
make it relevant – don’t regurgitate
mainstream media, they’re looking
for something niche.
Make it short, sweet, unique and
entertaining. Write a list, they’ll tick it off.
WHERE TO FIND THEM:
serialpodcast.org
99u.com
fastcocreate.com
nextdraft.com
monocle.com
Facebook YouTube
Twitter Google+
Tumblr Instagram
Vine Flickr
Podcasts
“I read this great
listicle on the
train ride home.”
Twitter, Cracked,
The Onion
QA, Breaking Bad,
Nathan For You
Editorial cartoons,
a spirited debate,
podcasts
Clickbait, paywalls
Being informed, open
discourse, having a
sense of humour
AGE 25-35
WHAT’S NEXT Seeing Richard
Dawkins speak at the Wheeler
Centre
THEMICRO
MINERS
10of15

The Cocoons are Baby Boomers and
members of the Greatest Generation
who are embracing technology as a
health management tool. Incorporating
technology into their lives cautiously
and incrementally, they learn to manage
their health concerns and improve their
overall quality of life.
Often pensioners, the Cocoons
are conscious of saving money on
unnecessary doctors’ visits, and employ
their health professionals and family
members to teach them how to make
technology work for them. Besides
using email, the Cocoons aren’t terribly
interested in the social aspect of the
digital world. They’d rather get outdoors
and speak to real people with the
peace of mind that comes with a
healthy lifestyle.
They face a steep learning curve when it
comes to the constantly evolving nature
of technology and the online world and
they risk being left behind, especially in
an era of planned obsolescence.
Keep it simple, stupid. The Cocoons
do not have a broad-reaching digital
presence, they are not scrolling through
twitter or making connections on
LinkedIn. They don’t care about your
hashtags, or your QR codes, or your
apps, they just want to enjoy their lives
without the burden of financial and
health worries.
Communication through traditional
mediums with honest, clear messaging
is most likely to succeed – but if its
digital, keep it to the mainstream.
Can you make them smile? Great. Have
a way to improve their quality of life?
Even better.
Embrace the internet of caring things
and you’ll cross their path – and if
you want to better understand them,
pick up the phone and ask them some
questions, better still, invite them in.
WHERE TO FIND THEM:
trendwatching.com/trends
internet-of-caring-things
facebook.com
goodreads.com
Facebook
Instagram
Flickr
Podcasts
“I can check my
blood pressure
at home and
email the results
to my GP. It
means more
time with the
grandkids.”
Local Newspapers,
e-books
Antiques Roadshow,
Masterchef, Sunrise
A cup of tea in the
morning, gardening
Small iphone screens,
techspeak
Family, independence,
enjoying life
AGE 65-80
WHAT’S NEXT A walking ground
THE
COCOONS
11of15

The Female CEO hasn’t shattered the
glass ceiling, she’s taken the fire escape
to the roof. Navigating a minefield of
expectations and double-standards, the
Female CEO is committed to ushering in
a new era for women in business.
She is not the power-suited, stiletto-
heeled femme fatale from 80s films,
nor is she trying to be counted as “one
of the boys”. Today’s Female CEO
is demanding that room be made for
women. Not because of or despite
their sexuality, but simply because they
deserve to be there. They are pro-active,
organised, driven and committed to
making their mark.
Of course, there are still many people
who do not recognise the need for
equal representation of women in the
workplace (and particularly at board
room tables) and sexism, be it casual or
deliberate, is still a huge hurdle.
The Female CEO wants to be spoken
to as an equal. She is a woman, and
proudly so, but she is also a person. If
you’re communicating with her, don’t
use clichés of the working woman and
lipstick feminism.
Don’t ask her how she does it!
Being a woman in the workplace is a
unique experience, and you would do well
not to minimise the struggles they face.
Having said that, don’t talk about
“having it all”, about runs in stockings or
naughty afternoon chocolate binges, talk
about people, and ideas and society and
economics and business and commerce
and history and the future and all the
other amazing, wonderful good stuff that
makes this big blue dot so wonderful!
Rise above the mundane and they’ll tune in.
WHERE TO FIND THEM:
bigthink.com/think-tank/
kenji-yoshino-diversity
vimeo.com/109731596 *
psfk.com/2014/11/jeff-fromm-successful-
capitalist-brands-fail-innovation.html
Facebook Twitter
LinkedIn Google+
Instagram Meetup
Podcasts
* language warning
“Don’t ask me
how I do it all.”
E-books, online news
sources, twitter
House of Cards,
Grand Designs, QA
A firm handshake,
a good TED talk
Boys’ clubs, office
gossip
Equality, hard work,
progress
AGE 40-60
WHAT’S NEXT An office childcare
program
THEFEMALE
CEO
12of15

They might be anyone. A CEO, an
author, a blogger. The thought leader is
just that; a leader, always pushing the
envelope, dictating trends and shining
a light on issues of the moment. They
are in-the-know, connected, forever
absorbing their surroundings, but rather
than following trends, they start them.
It’s not always smooth sailing, and
nobody likes a troublemaker, but without
them progress would not be possible.
They are committed to challenging
accepted ideas and traditions and
ushering in change. They may face
resistance from their peers, colleagues
and the general public, but they are
encouraged by the promise that time
may prove them right.
As well as news and current events,
Thought Leaders are passionate about
everything from culture and society,
to health, education, art, technology
and business and they are particularly
interested in editorial, opinion and
analytical content that shows them they
“why” and “how” as well as the “what”.
Digital news media (inc. opinion, satire),
social media, industry media, blogs
and cultural publications are favourites
among them.
Communicating with the Thought Leader
is a chance to be a little avant garde,
to push boundaries and get tongues
wagging. Be prepared to take risks. It’s
a chance to really show off what you’ve
got, to differentiate yourself and stand
out from the crowd.
The thought leader has opinions
– embrace that simple fact and ask lots
of questions. Unpack the ideas, ask why
many times to get to the core of the
issues they’re leading thought on.
Sure, there’s a chance it may backfire,
but that’s the thing about new ideas.
They haven’t been tried out yet. Be
sure not to confuse “getting out there”
with being controversial for the sake
of controversy. Thought Leaders see
through stunts. Take a stand, state an
opinion, pick a side.
Don’t just sit on the fence.
WHERE TO FIND THEM:
au.timeout.com/sydney/aroundtown/
events/37860/festival-of-dangerous-
ideas-2014
nextwave.org.au
tedxmelbourne.com/a-brief-history-
of-thought-leadership
Facebook YouTube
Twitter Google+
Tumblr Instagram
Vine Meetup
Flickr Podcasts
“In the beginning,
everyone thought
I was crazy.”
The Monthly, Vice,
The Lifted Brow
Documentaries, QA,
independent cinema
Modern art, rebels
The status quo,
reality tv celebrities
Open discourse,
objective reasoning,
dangerous ideas
AGE 18-60
WHAT’S NEXT The next big thing
THETHOUGHT
LEADER
13of15

Determined to make motherhood work
for them, mumpreneurs are a new breed
of startup. Often home-based, online
and part time, they are redefining the
notion of the “working mother”. Whether
it has been a lifelong passion to start
their own business or a reaction to
inflexible and unsupportive workplaces,
the mumpreneurs are re-writing the rule
book, making money on their own terms
and being their own boss.
Mumpreneurs, more often than not,
spent some years working in high paying
corporate job before starting a family.
When returning to their former roles
proved undesirable or unmanageable,
they called in favours from colleagues
and friends and poured their savings into
a new endeavour.
Running their own business (often a
one-woman show) and raising a family
presents many challenges. However,
they know their product, their industry
and their audience inside and out, and
they are driven to succeed. They are
naturally social, making networks and
connections easily.
The Mumpreneur is at home online, and
online at home. They are interested in
seeing what other Mumpreneurs and
small businesses are up to and they are
motivated when it comes to networking
and establishing connections.
Messaging should be encouraging and
pro-active, never condescending.
Communicating with Mumpreneurs is
about recognising the multiple roles
they play: businesswoman, mother, wife,
woman. If you can facilitate professional
relationships, offer industry insights and
business know-how, you’ve made a
good start.
WHERE TO FIND THEM:
99u.com/videos/32867/susan-gregg-
koger-being-a-rookie-is-an-asset
thegentlewoman.co.uk/#/library/
alannah-weston
jezebel.com/is-mommy-becoming-
a-dirty-word-1656918859
businesschicks.com.au
Facebook YouTube
Twitter Google+
Tumblr Instagram
Vine Meetup
Flickr Podcasts
“I’m a mother,
but I’m also a
businesswoman.”
Industry blogs, Mama
Mia, The Gentlewoman
Mad Men, Dragons Den
Networking, apps
collaborating, startups,
24/7 email cycle,
cafes without wifi
Independence, life/work
balance, setting a good
example
AGE 30-45
WHAT’S NEXT A pop-up store
THE
MUMPRENEUR
14of15

Digital Kids are the first generation
of true digital natives. Having never
experienced a world without devices,
wifi and touchscreens, they have an
utterly unique view of the world, not to
mention unprecedented access to and
knowledge of technology.
With this holistic understanding of
technology comes an opportunity to
redefine the digital landscape (and, let’s
face it, life) for a whole new generation
of users. Never before have we faced a
more defined generation gap; pre-cloud
and post-cloud.
In addition to the concern that kids
are spending too much time in front of
screens and not enough time outdoors,
there is also the ever-present risk of
technological dependence. Generation
Y may be perpetually tweeting, but
when push comes to shove, they can
live without it, because they have lived
without it before. Digital Kids haven’t.
How will they find their way without
google maps? How will they complete
their essay without wikipedia? What
happens when the cloud fails?
Digital Kids are savvy, but they’re
not complicated. They are, after all,
still kids and they want what all kids
want; fun, adventure, a challenge.
Communicating with Digital Kids is
about time and place. Entertain them,
challenge them, make them laugh,
but on their terms, on their turf.
Also consider targeting your
communication to the parents
of Digital Kids. After all, they’re
still calling the shots.
WHERE TO FIND THEM:
nick.com/games
youtube.com/user/yogabbagabba
pottermore.com
Facebook
YouTube
Instagram
Vine
Podcasts
“I’m good, the
cloud’s got
my back.”
E-books, traditional
books, interactive
learning programs
Prime time cartoons,
ABC for kids
Minecraft, getting into
“the zone”
Software updates,
passwords, reality tv
Fun, being challenged,
exploring
AGE 5-8
MARITAL STATUS N/A
WHAT’S NEXT Learning Japanese
online
DIGITAL
KIDS
15of15

TANK is a creative agency that
champions human-centred design
and believes creativity has the
power to change the world.
We’re ready to face the
challenges and audiences
of tomorrow – together.
Adesso che siamo cosa stretti by Robert Taddeo

As you can see, people are
important to us. They’re at the
centre of everything we do and
you’ll find our people are always
interested, curious and creative
– and ultimately, ready.
We’d love to work together
in 2015.
Jim Antonopoulos
Executive Creative Director
jim@wearetank.com.au
@jimantonopoulos
03 9646 2909
Crystal James
Client Services Director
crystal@wearetank.com.au
03 9646 2909

Cover image – Quello che ti perdona e ti capisce by Robert Taddeo
wearetank.com.au
Brand Development
Branded Content
Communications Design
Campaigns
Digital Platforms

TANK_People_of_2015_1.5

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