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Are You a Cultural Creative?One quarter of the adults in the U.S. today — and one third of Canadian adults — are creating a new culture based on the values of ecological sustainability, personal growth and spirituality, holistic health and social justice, according to sociologist Paul H. Ray and psychologist Sherry Ruth Anderson. After fifteen years of research they published their findings in 2001 in their groundbreaking work Cultural Creatives: How 50 Million People Are Changing the World How many of these values are important to you?If you’ve checked 10 or more, you are probably a Cultural Creative! And you are not alone. The Cultural Creatives are the most rapidly growing segment of the population. They include people of all ethnic groups, ages and income levels. 60% of them are women. Paul Ray said in a recent interview that “the sheer size of the CC population at 50 million people is already affecting the way Americans do business and politics. . . Any time one in four Americans are changing their minds in fundamental ways, it’s worth paying attention to, because it’s going to change your life too.”* Ray goes on to say that “the Cultural Creative values and the kind of new solutions they’re creating, give us reason for optimism about the future. Cultural Creatives are redefining what success means. They’re steering away from making a lot of money, towards a more soulful life focused on personal fulfillment, social conscience, creating a better future for everyone on the planet.”* Why are the Cultural Creatives important to your business and online presence?Ray comments, “A new industry is appearing: Lifestyles of Health and Sustainability (LOHAS), and it’s $230 Billion in the U.S. this year [2001], and $540 Billion worldwide. And, the Cultural Creatives are their entire market.”* CC’s are values-driven consumers: they want “services, experiences and information reflecting their values of authenticity, sustainability, personal growth and larger meanings. Any successful LOHAS web site must speak with sincerity to these values online.”** We had the good fortune to attend a workshop with Paul Ray and Sherry Ruth Anderson at the Women of Wisdom conference in Seattle in February 2002. Their lively presentation and our interaction with other workshop participants gave us a renewed sense of hope for the future of our planet. Sources: *Interview with Paul Ray, Gaiam Community, 2001 **Paul Ray, “Cultural Creatives and E-Commerce,” LOHAS Journal online, 2001 (Link no longer active as of 3/02) Read the book: Cultural Creatives: How 50 Million People Are Changing the World by Paul Ray and Sherry Ruth Anderson
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Why are the Cultural Creatives important to your business and online presence? More on Marketing & Promotion:Promoting & Marketing your Web Site Read our Web Site Promotion Tips Newsletter
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