Cultural Creatives are redefining what success means. They're steering away from success at work and making a lot of money, towards a more soulful life focused on personal fulfillment, social conscience, creating a better future for everyone on the planet. And, the Cultural Creatives are their entire market. If you look at values, you'll see them. But most of the surveys you hear about study only opinions that are very transitory, while values are slow changing and very deep.
Values are much deeper than the demographic categories most surveys use.
We're at a tipping point in history, a time when a creative minority can get the leverage to really make a difference. Part of the reason is that these activists and schoolteachers, and artists, and spiritual people, and scientists are following the normal American pattern for success. They are turning their grass roots social movements and their projects and ideas into new institutions. Many of the most respectable institutions of today started as controversial grass roots movements. This is what we Americans do, and we're better at it than almost any other country in the world.