About You

If you measure riches not by the balance in your portfolio, but in the serenity at home, meaningful relationships, your kids’ contentment, happiness in your work, and your own well-being, then you are “one of us.”

You can’t be categorized. Not by age, by sex, by color, by income, by religion, by where you live. You may be 25; you may be 70. You may be an accountant, a teacher, a social worker, a lawyer, a mom, a doctor, a web programmer. You may be a minister; you may be a meditator. You probably aren’t rich, but you likely are not poor. You vote with your dollars, be it for a local merchant or a third-world cause.

You are part of a community defined by shared values, rather than a demographic profile. According to Paul H. Ray, the sociologist and social researcher who identified this subculture and called it “Cultural Creatives,” “values are people’s most important life priorities, the bases for what they actually do, what they want to accomplish, and how they want to be.”

Richard Florida calls this group “the Creative Class,” encompassing a wide range of occupations: science, engineering, computer programming, research, the arts and media, healthcare, business and finance, the legal sector, and education. They are people who value creativity, individuality, diversity, and self-reliance. It represents 30% of the workforce with a passion for creativity and innovation. They cluster in creative communities that are becoming among the most affluent and growing. They value brands that share their values.

In Spend Shift: How the Post-Crisis Values Revolution Is Changing the Way We Buy, Sell, and Live, John Gerzema of Young and Rubicam shares stories of businesses that are responding to consumers’ shift toward more thoughtful, values-driven spending.

“Each dollar resembles a vote and every day is Election Day for companies that provide goods and services.” Drawing on an ongoing study of the purchasing and social attitudes of 17,000 Americans, Gerzema claims that a whopping 55 percent of all Americans are “full part of this undeclared movement.”

Indeed. And you are part of it. This “creative” community is not a traditional “target demographic,” but a broad-based movement – a movement of inspiration, not frustration! It is estimated to be 35% of the U.S. population and growing by 3% each year. You are better informed than the rest of the population -and more discriminating.

You are a mainstay of middle class support for the arts and altruistic causes in America. You cannot be segmented into a particular social class. You look for guidance to make mindful choices. Unconscious purchasing is so last century! You want your purchases to reflect something more than yourself.

In short, life matters!

What matters to us is that you are here. We’re glad. Please make yourself at home.

Welcome to the Authentic Living community!