II. TRANS-TOURISM

Trans-tourists: cultural creatives

Trans-tourists: cultural creatives

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 developed beyond the standard paradigm of Modernists versus Conservatives. The concept was presented in their book  ‘The Cultural Creatives: How 50 Million People Are Changing the World. Drawing upon 13 years of survey research studies on over 100,000 Americans, plus over 100 focus groups and dozens of in-depth interviews they discovered that around 50 million adult Americans (slightly over 1/4 of the adult population) were departing from traditional or modern cultures to weave new ‘transmodern’ ways of living. In 2007-08 (13 years later), the follow up research on the values of American population confirms that numbers of CCs steadily grow. Thus, in 2008, CCs were making 34.9% of US adult population (80 million of adults, out of 230 mn US adults), which makes it 175% growth in 13 years, about 2.5% annual growth rate when the growth of the overall US population is factored in http://culturalcreatives.org/cultural-creatives/

A variable set of values form the foundation of ‘Cultural Creatives’ lifestyles: they care about relationships, co-operation, peace, social justice, and about self- actualization, spirituality and self-expression; they are both inner-directed and socially concerned; they highly value the planet, identifying it as ‘the big picture’, ‘holistic everything’, ‘the whole-systems perspective’, ‘one big interconnected ecosystem’, ‘an organic system’ or ‘a webwork of connections’ (Ray & Anderson, 2000).

A pragmatic summary of CCs values can be described as following:

• CCs love Nature and are deeply concerned about its destruction
• CCs 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
• CCs would pay more taxes or pay more for consumer goods if they know the money would go to clean up the environment and to stop global warming
• CCs place a great deal of importance on developing and maintaining your relationships
• CCs place a lot of value on helping other people and bringing out their unique gifts
• CCs do volunteering for one or more good causes
• CCs care intensely about both psychological and spiritual development
• CCs see spirituality or religion as important in their lives, but are concerned about the role of the Religious Right in politics
• CCs want more equality for women at work, and more women leaders in business and politics
• CCs concerned about violence and abuse of women and children around the world
• CCs 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
• CCs 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
• CCs tend to be somewhat optimistic about our future, and distrust the cynical and pessimistic view that is given by the media
• CCs want to be involved in creating a new and better way of life in your country
• CCs are concerned about what the big corporations are doing in the name of making more profits: downsizing, creating environmental problems, and exploiting poorer countries
• CCs have their finances and spending under control, and are not concerned about overspending
• CCs dislike all the emphasis in modern culture on success and “making it,” on getting and spending, on wealth and luxury goods
• CCs like people and places that are culturally different, and like experiencing and learning about other ways of life

The life styles Cultural Creatives consciously adopt are a reflection of these values, which can be described as ‘experiential, authentic and holistic’. Cultural Creatives have an ability to think outside the box, making them innovators able to create solid new ground to turn their values into a new way of life. They consider that rethinking environmental, social, psychological and political issues and the role of the self in the big picture, provides options for change. The statistical evidence of Ray and Anderson (2000) survey went beyond North America, as the Statistics Office of the European Commission (Eurostat) conducted a similar inquiry in 1997 confirming similar trends to American studies, with approximately 20% of the European population exhibiting a similar set of values, which also continues to grow (Tchernia, 1997; Ghisi, 2008).

Members of the Cultural Creative subculture are also known as the LOHAS (Lifestyles of Health and Sustainability). WorldWatch Institute reported that the LOHAS market segment in the year 2006 was estimated at $300 billion, approximately 30% of the U.S. consumer market; and, a study by the Natural Marketing Institute showed that in 2007, 40 million Americans were included within the LOHAS demographic. This marketing acronym has been actually coined by consumers themselves as they have formed their not-for-profit organisation (Lohas), with the goal to promote values of social and environmental justice, natural medicine, local, organic food, etc. that benefit both the human health and the health of the planet http://www.lohas.com/