Wise Health Choices


+ Target Market

Social Scientist, Dr. Paul H. Ray, Ph.D. has extensively researched how the subcultures of values permeate all aspects of life. In this research, he discovered after studying 300,000 consumers, the emergence of a new values subculture that he named the Cultural Creatives.,

The Cultural Creatives, are a group that Dr. Ray identifies as being on the cutting edge of social change. They have a different set of values than the subcultures that have dominated western culture in the past.

They are interested in new kinds of products and services, and often respond to marketing and advertising in unexpected ways. They represent valuable new market opportunities if their needs can be met and addressed.

Dr. Ray has identified three major values subcultures in western culture.

Heartlanders -are 29% of the United States and are declining in numbers. They represent the current cultural rearguard and differ among themselves by social class and ideology. They are traditional, for a more authoritarian family structure, concerned for relationships, relatively altruistic, for private enterprise, concerned about jobs and finances, xenophobic, and toward the religious right and social conservatism. The Heartland Double Conservatives define the ideological right: more middle class and both cultural and business conservatives. The rest are lower socio-economic status with many retirees and blue-collar, and are less ideological than provincial. This subculture's values and world-view are centered around a nostalgic image of the past, substituting for an Image of the Future. Politically, they range from the center to the extreme right. They have a high percentage of older Americans, with a median age of 53 years and median income of $23,750.

Moderns-
are 47% of the United States and are static in numbers. They represent the dominant and official culture of today, and differ among themselves by social class. They are materialistic, either secular or conventionally religious, concerned with success and status display, are cynical, and tend to worry about financial problems (even when their incomes are higher). Family concerns are more secondary. This subculture's values and world-view are validated only by day-to-day concerns. They have a wider range of social classes than the other two subcultures: at the high end are business conservatives and at the low end are more alienated moderns. There are fewer of the lowest income groups. Politically, they cover the spectrum from extreme conservatism to extreme liberalism. The median age is 39 years and income is $42,500.

Cultural Creatives- are 24% of the North American, European, aand general western market and growing in numbers and predicated to grow to 40% by 2015. They have two parts. The Core CCs have strong psychological and spiritual interests as well as altruism, idealism, concern for relationships, strong environmentalism, and xenophilism.

Their world view is validated by ideals and new views of humanity, a potential new Image of the Future. They are interested in developing artistic and cultural innovations. The Green CCs are more peripheral, with fewer spiritual or psychological concerns but relatively more political concerns that include ecology and idealism

Politically, left vs. right does not fit Cultural Creatives. Their median age is 42 years, median income is $47,500. There are noticeably more females than males, a 60:40 ratio.