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Asian RC 2: "Engage New Generations Via Aspirations"
International business strategist & author Peter Sheahan spoke on "engaging new generations into the Industry" citing the example of the Burberry clothing organisation that "reinvented itself to appeal directly to Generation Y, with young marketing heroes & control of its brand image & product". Sheahan was confident the racing industry could engage with new generations "using the characteristics of the generation & their aspirations".