It's
a transformation revolution ... a new change, a new edge, a
new nuance, a new shape ... a time of synchronicity, simplicity,
balance, even joy.
It’s
about harmonious working environments rather than high stress
and low productivity; about organic as opposed to GE or conventional
chemical food; about natural medicines rather than side-effect
riddled synthetic drugs; about self-responsibility rather than
victim hood; integrity rather than greed.
It’s
a future beyond Enron, beyond lavish corporate spending, beyond
endless focusing on problems without ever finding solutions.
In
the US sociologist Paul Ray has identified 26% of the population
as `Cultural Creatives’, 50 million people in the US and another
80 million across Europe who have a shared value system that
is changing society. It’s a group equally operative across
other countries around the world – a whole market niche the
mainstream media has yet to address.
Cultural
Creatives are defined by their interest in spirituality and
psychology; they are into personal growth, authenticity, voluntary
simplicity and mind/body thinking. They care about the environment
and sustainability, natural foods, natural medicines and an
equitable society. Cultural Creatives want a better world for
their children and know the old society mores aren’t going
to take them there.
Ecologically
and spirituality aware, they believe we are at a watershed
time in history, a modern crossroads of society. They see big
picture scenarios. Largely middle to upper class, Cultural
Creatives are found across all regions of a country with a
male/female ratio of 40:60. These are upscale, sophisticated
and time pressured consumers.
Cultural
Creatives are also identified as the `lifestyles of health & sustainability’ (LOHAS)
market, which covers health, personal development, social justice
and sustainable living. It
is now worth $US208 billion annually in the United States alone.
I’ve
been tracking, talking to, identifying and reporting the values
of these Cultural Creatives for 25 years through the books
and magazine articles I write. These people live past old definitions
... they network the new seeds of hope.
Ukraine scientist Vladimir Chernushenko talked
of his involvement in the aftermath of the Chernobyl nuclear
experiment, including the government cover-up and the amount
of human suffering and environmental damage.
“The
main lesson of Chernobyl is that we can save ourselves only
if we talk and work together,” he wrote. “We must put aside
all the trivial and empty things that divide us and focus on
the eternal things which unite us.”
Poet
W.H. Auden said it even more succinctly: “We must love one
another or die."
Humanity
continues its healing journey ... we become greater than
our history
SOUL
PR is about monitoring the nuances of positive change that
these Cultural Creatives bring in their wake and addressing
the new
issues that concern them - green, contemporary spirituality,
natural wellbeing, the environment, ethical finance, success
in alignment with
right livelihood.
SOUL
PR is about moving past old definitions, changing, adapting,
making life more meaningful, a kind of revolution of the soul
and spirit as we become all that we can be.
“There
are few who have her ability and passion to project from a
position of moral concern for their fellows. Few journalists
can bring together Kimberley’s background, skills and passion
for revealing the truth in a manner that holds and inspires
the reader. Hers is never just a story, it's about the truth
in the story.”
Mike
Cushman, Director Pharmaceutical Compounding
Soul
PR | Tel: +64 9 4244218 | Mob: 0273 454570 | Email: kimberley@soulpr.com
PO
Box 485, Whangaparaoa, Auckland 0943 |
