Paul H. Ray is the co-author of an astounding book called The Cultural Creatives: How 50 Million People are Changing the World. He is a founding partner in a new consulting firm, Integral Partnerships, LLC, designed to help those organizations whose constituencies or customers are Cultural Creatives to be more successful, by aligning their internal activities and values with the values and needs of their constituencies or customers.
He has surveyed and classified well over 100,000 Americans in the past thirteen years, showing how the subcultures of values permeate all aspects of American life. During the time of the research reported in the book, he was Executive Vice President of American LIVES, Inc., a market research and opinion polling firm specializing in surveys and focus groups based on the Lifestyles, Interests, Values, Expectations and Symbols of Americans. The research projects that led to the discovery of the Cultural Creatives include studies of the effects of values on consumer choices and preferences of Americans in housing, cars, food, recreation, vacation travel, finances, health, political causes (e.g., environment), media use, and altruism. He also leads studies of innovation by consumers and business and still consults with American LIVES on research.
Are you a Cultural Creative? This list can give you an idea. Choose the statements that you agree with. You are likely to be a Cultural Creative if you...
...love Nature and are deeply concerned about its destruction
...are strongly aware of the problems of the whole planet (global warming, destruction of rainforests, overpopulation, lack of ecological sustainability, exploitation of people in poorer countries) and want to see more action on them, such as limiting economic growth
...would pay more taxes or pay more for consumer goods if you could know the money would go to clean up the environment and to stop global warming
...place a great deal of importance on developing and maintaining your relationships
...place a lot of value on helping other people and bringing out their unique gifts
...do volunteering for one or more good causes
...care intensely about both psychological and spiritual development
...see spirituality or religion as important in your life, but are concerned about the role of the Religious Right in politics
...want more equality for women at work, and more women leaders in business and politics
...are concerned about violence and abuse of women and children around the world
...want our politics and government spending to put more emphasis on children's education and well-being, on rebuilding our neighborhoods and communities, and on creating an ecologically sustainable future
...are unhappy with both the 'left' and the 'right' in politics, and want a to find a new way that is not in the mushy middle
...tend to be somewhat optimistic about our future, and distrust the cynical and pessimistic view that is given by the media
...want to be involved in creating a new and better way of life
...are concerned about what the big corporations are doing in the name of making more profits: downsizing, creating environmental problems, and exploiting poorer countries
...have your finances and spending under control, and are not concerned about overspending
...dislike all the emphasis in modern culture on success and "making it," on getting and spending, on wealth and luxury goods
...like people and places that are exotic and foreign, and like experiencing and learning about other ways of life.
If you agreed with 10 or more, you probably are a Cultural Creative