If they get it together, they can win. Cultural Creatives are redefining what success means, away from success at work and making a lot of money, toward 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.
And that's why most surveys don't show what we've found. The national media don't cover the things they care about, or distort them. So, if you form all your impressions from the mass media, you'll never guess that they're there, because the media are really intolerant of world views other than their own. The Cultural Creatives don't talk about what they value in public or at work. In part this is because they draw their conclusions that their values aren't shared by very many people, and they don't want to be embarrassed, put down, or harm their career prospects.