“The key thing here is that there are some people who are paying attention to what is important and making their own new world view, picking out patterns and looking for help in telling a new story. And that picking out their own information, those are the cultural creatives. They are not just noticing stuff, they are doing what our teachers always said, they are applying it too. So, the whole thing about cultural creatives, it that they are really people who are taking in many different kinds of information and more information.”

Paul Ray, veteran market researcher and co-author