Cultural Creatives

根據美國社會科學家及市場研究員Paul Ray分析, 消費者可分為三種(Nyenrode Business Universiteit):

Traditionals: who want a simpler and more moral world

Moderns: who almost exclusively want success and economic growth

Cultural Creatives: trendsetters, creators, they are pragmatic and adverse to being politically stereotyped, they demand products and services which really perform.

第三類所謂的Cultural Creatives, 來自Paul H. Ray, Ph.D及Sherry Ruth Anderson, Ph.D.合著的書"The Cultural Creatives: How 50 Million People Are Changing the World".

他們認為現在美國有五千萬名這樣的消費者, 包括不同種族, 年齡及階級, 是增長極速的一群.

究竟有什麼銷售策略可以針對這些Cultural Creatives? (Share Guide)

1. Build relationships
2. Make authenticity your middle name
3. Respect quality
4. Get into stories, whole process & systems

這群Cultural Creatives消費者喜歡購買藝術, 音樂, 書籍, 錄影及雜誌. 他們不但是大量藝術及文化的購買者, 亦是創作人. 他們喜愛吃, 亦愛談吃. 他們也是經驗消費者, 基本上他們發明經驗工業(experience industry). 喜歡旅遊(exotic, adventuresome, educational, authentic, altruistic and/or spiritual). 喜歡個人化的家居, 家的裝修及擺設都反映他們的個性. 著重整體/整全(holistic)(personal growth books, alternative health care and natural foods).

想知道你是否也屬於Paul Ray所指的Cultural Creatives, 可解答這18條問題: Are You a Cultural Creative?

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