‘SUBJECT: Contemporary Issues in Business

SUBMITTED BY: AQSA IRFAN

SUBMITTED TO: SIR DANISH

CLASS: MBA-5A

Enrollment no: 01-120162-008

CULTURAL CREATIVES: HOW 50 MILLION PEOPLE ARE CHANGING THE WORLD

The Cultural Creatives: How 50 Million People Are Changing the World is a nonfiction social sciences and
sociology book by sociologist Paul H. Ray and psychologist Sherry Ruth Anderson (born 1942). The
authors introduced the term "Cultural Creatives" to describe a large segment in Western society who
since about 1985 have developed beyond the standard paradigm of modernists or progressives versus
traditionalists or conservatives. Ray and Anderson claim to have found 50 million adult Americans
(slightly over one quarter of the adult population) can now be identified as belonging to this group. They
estimated an additional 80–90 million "Cultural Creatives" exist in Europe as of 2000.

What happens normally in civilizations is shifts in culture of this magnitude in the past have taken a
couple of centuries but now we can see it happening in 40 to 50 years, so it’s actually a speed up how
civilizations change. In 1987, sociologist Paul. H Ray discovered that a new sub culture has appeared in
American society. In 2000 he finally published his results of his study along with psychologist Sherry
Ruth Anderson in a book entitled CULTURAL CREATIVES: HOW 50 MILLION PEOPLE ARE CHANGING THE
WORLD. In their book, Ray and Anderson would reveal that along with two subcultures already known in
American population – traditionals and moderns- a new culture has emerged since 1960s. They called
them culture creative. Cultural creative were already a 26% of the adult population in U.S in 2000 that is
50 million people. Only 8 years later cultural creative comprised of 35% American society increasing
their number by more than 1% every year. But not only that, several studies conducted later in Europe,
japan, Australia, New Zealand, Canada, brazil or India showed that the % of cc is similar or higher in
other parts of the world. Cultural creatives are literally creating a new culture, which have different
values and have different view of what’s real in the world and a different lifestyle. The thing we found
what most was interesting about them is that it’s not about psychological differences but about cultural
differences. These are the people who have cared a lot about half a dozen of 20 or 30 new kinds of
social movements and consciousness movements that have appeared from the 60s .