Think of it as stair steps. All Cultural Creatives have Green values, meaning they all are committed to sustaining the planet. The Core Cultural Creatives are the ones who subscribe to the whole packageenvironmental responsibility and the spiritual and personal development path-and they are much stronger in their orientation. They really are the core of the market. They are more likely to buy and more likely to pick up early on a product or service.
Green CCs are opinion followers rather than opinion leaders.
Core CCs, however, have the extra spending power and are more likely to make the decision to spend on something new and influence the rest to follow. Our 1996 study showed that Cultural Creatives were equally divided among the Cores and the Greens. The publisher also does well with books on Taoist sexuality. Most people who attend my workshops have read one or more of my books. Similarly, author, homeopathic physician and psychotherapist Ambica Wauters says that virtually all the people who attend her seminars read her books, which are about angels, chakras, color healing and homeopathy.