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.
American
journalist David Brooks defines a group he's labelled `Bobos’ -
Bourgeois Bohemians, well educated thirty-to-forty somethings
who have forged a new social ethos from a fusion of 60s counterculture
and 80s entrepreneurial spirit.
He
describes this group as an "enlightened elite", their
lives a synthesis of comfort and conscience, corporate success
and creative rebellion. They are into pursuing success while
incorporating spiritual mores.
Research
now shows there are now around 16 million `down shifters' across
Europe. These are people seeking a holistic simplicity, a way
of life away from the rat race, desiring more peace, more time
and more joy in their daily life.
I’ve
been tracking, talking to, identifying and reporting the values
of these Cultural Creatives for 22 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 these
Cultural Creatives bring in their wake and addressing the new
issues that concern them - contemporary spirituality, wellbeing,
the environment, ethical finance, success in alignment with
right livelihood.
It's
about more fulfilling ways of becoming and staying healthy,
better relationships, workplaces and business practices.
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 move to become all that we can be.
According to the Gallop poll and other resources:
-
78%
of Americans today seek spiritual growth, up from 20%
in 1994
-
95%
of Americans say they believe in god or a universal
spirit
-
48%
have talked about faith at work in the past 24 hours
-
60%
of executives respond positively to the term spirituality
PR
= public relations/publicity: creating a media buzz all
about you
Kimberley
Paterson, Soul
PR, Auckland,
New Zealand
T:
64 9 4244218 M: 0273 454570 E: kimberley@soulpr.com
PO
Box 485, Auckland 0943
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