Whatever you may think about a ‘creative workforce’, the concept of the creative class is here to stay. A first study on the creative class in Canada further helps to turn the creative class into a distinct market segment.

TORONTO, CNW - Culture Creatives and Company, www.ccandco.com, released research on the values and beliefs amongst Canadians between the ages of 18 and 45. Issues researched were attitudes and current beliefs about media, marketing, responsible investment, progressive lifestyle, sustainability and creativity.

This is the first research study measuring values and attitudes on this market segment in Canada, where it has been identified in the United States by researcher Paul Ray as a group, which represents an economy of over 50 million individuals.

New research indicates that the Creative Class in Canada is estimated to be at a growing number of over 4 million, according to a study by Catalytix in 2005, co-authored by Richard Florida, PhD., who coined the term Creative Class, now recognized on a global scale.

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This group includes those who work primarily at creative problem solving. They include artists, writers and designers; scientists, doctors, lawyers and engineers; and creative professionals, managers, and technicians in many fields. These women and men are between the ages 25-45, and youth 18-24. These members of the Creative Class reside in a “Creative Economy” which is one of the fastest growing consumer sectors today.

“The results clearly indicate that the Canadian Creative Class is not only aware but are concerned about the issues surrounding responsible lifestyles including investment”, said Andrika Boshyk, ccandco’s Director of Research and Development. “More importantly, 52 percent of respondents felt that cost was a very important factor when purchasing a product, complimented with findings that 45 percent felt that the environmental and social impacts of a product were key factors in the decision making process when making a purchase or investment decision.

Research indicates that the Creative Class has the energy, talent, and desire to drive positive change. For example, 98 percent of respondents indicated that they would purchase and align their financial decision making with “responsible” products should the cost, convenience and social/environmental impact be considered in the product offering.

“What this means to marketers is that the new wave of consumers is placing their purchasing power on a higher level, and at ccandco, we like to call this “putting your money where your mouth is. Companies which offer products that speak to these needs and attitudinal shifts will succeed and hold promise for popularity and support amongst this emerging market of consumers,” continued Ms. Boshyk.

Similar research conducted in the United States by LOHAS (Lifestyles of Health and Sustainability), representing the Cultural Creatives, indicates the U.S. marketplace for goods and services focused on health, the environment, social justice, personal development and sustainability currently represents a $228.9 billion market. Approximately 30 percent of adults in the U.S., or 63 million people, are currently considered LOHAS Consumers.

Research derived in the UK by Phatgnat indicates that youth and females are more interested in social issues, and overall, the ethical values and community support brands/companies demonstrate that this is an area which presents opportunities for future market development. The need to be ethical and to communicate those values is an area in which brands/companies need to refine, as it’s obviously a factor in aligning young people and women with their next potential purchase.

Boshyk continued, “What these initial findings demonstrate is that Canadians are on a level playing field, and are thought leaders on today’s societal issues. Research indicates that Canada’s youth and female segments portray progressive viewpoints and hold high standards with regard to sustainable lifestyles, similar in fact, when compared to the US and UK. The Canadian Creative Class is now poised as a key leader on these issues.” Surveys were conducted in October of 2005 in Toronto, Montreal and Vancouver with a total of 400 valid results. 30 percent of respondents were less than 25 years of age while 51 percent were between the ages of 25 and 35. 42 percent of respondents were female, 58 percent male.

Full report will be available at www.ccandco.com as of March 1st, 2006.