The term 'cultural creative' was born in 2000, when Paul Ray and Sherry Anderson released their book, Cultural Creatives: How 50-Million People are Changing the World. The book shared findings from thirteen years of surveys with over 100,000 people, in addition to over 100 focus groups and many individual interviews.

Through their research, Ray and Anderson identified a core demographic, linked by shared values, that encompassed about one-quarter of the populations in the U.S. and Europe. They called this demographic group and trend the "Cultural Creatives," and according to more recent research-updates, the percentage of the population that identifies with Cultural Creative values is growing.

Unlike the more traditional or mainstream among the population, Cultural Creatives were more likely to have — and express through words and actions — values that reflect care and concern for, among other things, responsible stewardship of the environment, relationships, integrity, authenticity, social justice, self-actualization, spirituality, alternative healthcare, the Feminine, self-expression, and an interest in and tolerance for people and things that are different from themselves. In general, they have a suspicion of "big business", large corporations, and bureaucracy.

Though Cultural Creatives share these values in common, they come from all across the socioeconomic and political spectrums. According to the authors, Cultural Creatives can be found in all political parties, are of all ages, varying income levels, and are of a variety of ethnic or cultural backgrounds.

So how do the values associated with Cultural Creatives influence the ways we approach leadership and business? Let's take another look at some of the issues for which Cultural Creative share care and concern:

• Responsible stewardship of the environment,
• relationships,
• integrity,
• authenticity,
• social justice,
• self-actualization,
• self-expression,
• spirituality,
• alternative healthcare and the mind-body-spirit connection,
• the Feminine,
• suspicion of "big business," and
• tolerance for people and things that are different from themselves.

Some of the ways that Cultural Creatives' influence can already be seen is the rising interest in corporate accountability, corporate social responsibility, ethical business, quality of work, respectful work environments, global warming, socially responsible investing, spirituality at work or spiritually aligned work, consciousness studies, the mind-body-spirit movement, and the so-called "Lifestyles of Health and Sustainability," or LOHAs. Other trends reflective of a Cultural Creative presence may include the growth in the influence of political Independents and 'swing voters'.

Cultural Creatives, according to authors Ray and Anderson, are quietly — though perhaps more and more loudly — prompting revolution and evolution where old systems, institutions, and business models are no longer working. Cultural Creatives are of the mindset that something greater is possible.

"A prevailing feeling among Cultural Creatives is that things in the future are going to be good," says Rebecca St. Martin, founder of the Cultural Creatives Network. "Cultural Creatives have a sense of how their actions affect those around them, and are exploring how to best implement our values in our daily lives."

Here at Ivy Sea, we've long talked about and championed issues of 'conscious enterprise' and 'inspired leadership', which reflect and aim to foster many of the values highlighted as aligned with Cultural Creativity.

In this Ivy Sea Online Series:

— Six principles of transcendent leadership

— The new creativity and the Feminine archetype

— Voice lessons: Finding and liberating your 'authentic voice'

— Connecting with the power of Sacred Wisdom

— VIP: Defining and communicating ethics in your business

— VIP: Seven tips for conscious (integrity centered) marketing