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Cultural Creatives

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For other uses, see Culture (disambiguation).

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 recently developed beyond the standard paradigm of 

Modernists or Progressives versus Traditionalists or Conservatives. The concept was presented in their book

The Cultural Creatives: How 50 Million People Are Changing the World (2000), where they claim to have found

 that 50 million adult Americans (slightly over one quarter of the adult population) can now be identified as

 belonging to this group. They estimated that there were an additional 80–90 million Cultural Creatives in Europe

 as of 2000.



[edit]Two types

Ray and Anderson divide Cultural Creatives into two subdivisions:

[edit]Core Cultural Creatives

Just under half of the CC population, this segment comprises the more educated, leading-edge thinkers. This 

group includes many writers, artists, musicians, psychotherapists, feminists, alternative health care providers

and other professionals. They combine a serious focus on their spirituality with a strong passion for social activism.

[edit]Green Cultural Creatives

The more secular and extroverted wing of the Cultural Creatives. They tend to follow the opinions of the Core group 

and have a more conventional religious outlook. Their world views are less thought out than the Core group and 

less intensely held.


Ray and Anderson created a questionnaire to identify Cultural Creatives in Western society. The below 

characteristics were identified as qualities of a Cultural Creative. Agreement with 10 or more indicates status as 

a Cultural Creative.

  • love of nature and deep caring about its preservation, and its natural balance.
  • strong awareness of the planet-wide issues (i.e. climate change, poverty, overpopulation, etc.) and a desire to
  •  see more action on them
  • being active themselves as well (e.g. cradle2cradle principle)
  • willingness to pay higher taxes or spend more money for goods if that money went to improving the environment
  • heavy emphasis on the importance of developing and maintaining relationships
  • heavy emphasis on the importance of helping others and developing their unique gifts
  • volunteer with one or more good causes
  • intense interest in spiritual and psychological development
  • see spirituality as an important aspect of life, but worry about religious fundamentalism
  • desire equity for women/men in business, life and politics
  • concern and support of the wellbeing (oa. freedom) of all women and children
  • want politics and government to spend more money on education, community programs and the support of a 
  • more ecologically sustainable future
  • are unhappy with the left and right in politics
  • optimism towards the future
  • want to be involved in creating a new and better way of life
  • are concerned with big business and the means they use to generate profits, including destroying the 
  • environment and exploiting poorer countries
  • unlikely to overspend or be in heavy debt
  • dislike the emphasis of modern cultures on "making it" and "success", on consuming and making money
  • like people, places and things that are different or exotic


Ray and Anderson assert that "values are the best single predictor of real behavior". The list below outlines the

 values that dictate a Cultural Creative's behavior:

  • Authenticity, actions must be consistent with words and beliefs
  • Engaged action and whole process learning; seeing the world as interwoven and connected
  • Idealism and activism
  • Globalism and ecology
  • The importance of women

Core Cultural Creatives also value altruism, self-actualization, and spirituality.

[edit]In business

The 2008 marketing text, Karma Queens, Geek Gods and Innerpreneurs, by Ron Rentel, was the first to identify

 the Cultural Creative subculture in entrepreneurship. Rentel named entrepreneurial Cultural Creatives 

"innerpreneurs". Innerpreneurs have the defining characteristics of an entrepreneur:

  • high need for achievement
  • high need for independence
  • low need for conformity
  • internal focus of control
  • love of ambiguity
  • propensity for risk-taking
  • obsession with opportunity

But while entrepreneurs use their business for monetary gain, innerpreneurs use their business to find personal

 fulfillment (creatively, spiritually, emotionally) and create social change.

In 2008, there has been much discussion in the Western media on the ‘creative economy’ and the importance of

the ‘creative class’. Richard Florida published a series of books on this identified 'creative class' and their

upcoming economic importance. Bill Gates spoke at the World Economic Forum 2008 on the need for ‘creative

capitalism’ as a solution to the world’s problems. They theorize that being creative and inventive will be the key to

business success in the 21st century. That a country’s economic success will be determined by its ability to 

mobilize, attract and retain human creative talent.

[edit]Use of the term "integral"

Ray gives the term Integral Culture to the growing subculture also referred to as Transmodernism, and which he

refers to as the Cultural Creatives. They are concerned with ecological sustainability and in the case of a core 

group have a commitment to personal and spiritual development. These are individuals who can meld the best of 

Traditionalism and Modernism to create a new synthesis, having a cognitive style based on synthesizing varied 

<div id="cc-widget"><a href="http://culturalcreatives.cc/" title="">Cultural Creatives - The (R)evolution</a></div>

[edit]See also


Text document with red question mark.svg
This article includes a list of references, but its sources remain unclear
because it has insufficient inline citations
Please help to improve this article by introducing more precise citations 
where appropriate(November 2008)
  1. ^ Bobbye Middendorf, The Integral Culture - Cultural Creatives Making a Difference for the Future
  2. Conscious Choice, January 1999
  3. ^ Paul H. Ray and Sherry Ruth Anderson, The Cultural Creatives

[edit]Further reading

  • Paul H. Ray and Sherry Ruth Anderson, "The Cultural Creatives". New York: Harmony Books, 2000. 
  • ISBN 0-609-60467-8.
  • Cole, Gary, "Artless: The Odyssey of a Republican Cultural Creative". Portland: Ooligan Press, 2006.
  •  ISBN 1-932010-12-2.
  • Lietaer, Bernard (2001) Sustainable Abundance. In The Future of Money (pp. 260–298). London: Century. 
  • Describes the connection between Cultural Creatives and new vision of the global economy.

[edit]External links