CULTURAL CREATIVES is a term coined by sociologist Paul H. Ray and psychologist Sherry Ruth Anderson to describe a large segment in Western society that has developed beyond the standard paradigm of Modernists versus Conservatives.
The concept was presented in their book ‘The Cultural Creatives: How 50 Million People Are Changing the World. Drawing upon 13 years of survey research studies on over 100,000 Americans, plus over 100 focus groups and dozens of in-depth interviews they discovered that around 50 million adult Americans (slightly over 1/4 of the adult population) were departing from traditional or modern cultures to weave new ‘transmodern’ ways of living. In 2007-08 (13 years later), the follow up research on the values of American population confirms that numbers of CCs steadily grow. Thus, in 2008, CCs were making 34.9% of US adult population (80 million of adults, out of 230 mn US adults), which makes it 175% growth in 13 years, about 2.5% annual growth rate when the growth of the overall US population is factored in http://culturalcreatives.org/cultural-creatives/
A variable set of values form the foundation of ‘Cultural Creatives’ lifestyles: they care about relationships, co-operation, peace, social justice, and about self- actualization, spirituality and self-expression; they are both inner-directed and socially concerned; they highly value the planet, identifying it as ‘the big picture’, ‘holistic everything’, ‘the whole-systems perspective’, ‘one big interconnected ecosystem’, ‘an organic system’ or ‘a webwork of connections’ (Ray & Anderson, 2000).
A pragmatic summary of CCs values can be described as following:
The life styles Cultural Creatives consciously adopt are a reflection of these values, which can be described as ‘experiential, authentic and holistic’. Cultural Creatives have an ability to think outside the box, making them innovators able to create solid new ground to turn their values into a new way of life. They consider that rethinking environmental, social, psychological and political issues and the role of the self in the big picture, provides options for change. The statistical evidence of Ray and Anderson (2000) survey went beyond North America, as the Statistics Office of the European Commission (Eurostat) conducted a similar inquiry in 1997 confirming similar trends to American studies, with approximately 20% of the European population exhibiting a similar set of values, which also continues to grow (Tchernia, 1997; Ghisi, 2008).
Members of the Cultural Creative subculture are also known as the LOHAS (Lifestyles of Health and Sustainability). WorldWatch Institute reported that the LOHAS market segment in the year 2006 was estimated at $300 billion, approximately 30% of the U.S. consumer market; and, a study by the Natural Marketing Institute showed that in 2007, 40 million Americans were included within the LOHAS demographic. This marketing acronym has been actually coined by consumers themselves as they have formed their not-for-profit organisation (Lohas), with the goal to promote values of social and environmental justice, natural medicine, local, organic food, etc. that benefit both the human health and the health of the planet http://www.lohas.com/