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Watch the CultureWaves™!

Each culture wave is the result of sifting through ever-changing patterns of life and linking them together in unexpected ways. Because it reflects the changing nature of life, a culture wave is never static. It lives, matures, or dies based on the cultural behavior it represents. That is why it is so important to watch how each wave changes over time.

We’ve been tracking our own take on what’s happening in the culture for almost three years now and currently are monitoring more than 34 different waves. It’s fascinating to me to see that some of what’s showing up as mainstream CultureWaves™ today surfaced back then as subtle shifts in cultural behavior. 

I thought you might like to take a peak at a sample of our mainstreaming, growing, and emerging CultureWaves. Each wave is accompanied by a quote illustrating the human truth that it represents. If these CultureWaves give you ideas, well, they should.  Mainstreaming and growing waves tell you what’s happening now; but the new ones, the emerging waves, have the potential of giving you a glimpse into the future. And that’s always worth a look.

These waves have tremendous societal impact on culture in the marketplace. If you see something that intrigues you, or want to know more, contact me. I’d love to hear which waves catch your attention.

1. CLOCKLESS

Hyper-life consumers find 24-hour solutions.

You respond when your body calls out, especially when it’s hungry, wants entertainment, or desires to buy. Our 24/7 society is subject to spur-of-the moment gratifications that can be satisfied instantly. And it’s made possible because of cell phones, pagers, computers, and other mobile devices that get us what we want even as we run to our next commitment.

“I want what I want when I want it!”

2. SENSORY APPEAL

Targeting the senses with new textures, colors, tastes, and sounds.

Activating the senses is becoming more and more ubiquitous. Our bodies create emotions based on reaction to sensory stimulus and seek enjoyment in the results. As a result, we are constantly looking for new ways to be stimulated.

“I’ll take the one that appeals to all my senses.”

3. BODY WARRANTY

Pushing our body beyond its limits.

Where’s a Fountain of Youth when you need one? If we can’t get it through magic, we get it through technology. When you connect the desire for immortality with the pervasive ability of technology to improve the body’s performance, you can see why people are demanding more out of their bodies.

“I want more out of my body than ever before.”

4. GREEN HOT

The return to nature by force.

Environmentalism isn’t just for tree huggers anymore. Large numbers of people are rallying to influence the good health of the planet. Their passion drives them to embrace perceptual concepts such as Healthy, Organic, Whole, and Sourced. This “green is good” ethos is shifting how companies are acting and investing.

“I’m not asking you to go green; I’m telling you.”

The Right-Brained Explosion

Get ready for the big blast. Those fine-arts students who society has traditionally shunned as either too weird or too spacey to take seriously in business are now being recruited and given positions that rival their MBA counterparts.

The Wall Street days of the ’80s and the Total Quality Management days of the ’90s are shifting to a new Age of Creativity based on a hunger for insights and innovation. Harvard, Northwestern, Stanford and other business schools can give us left-brained managers, but those with the ability to see, feel and find the insights for propelling companies into the future are a new breed, and harder to find. Perhaps this is why pundits are now calling the MFA the new MBA—because the new creatives see possibilities faster. Artists are taught to juxtapose and try things before they decide. They are willing to experiment and wait for the “aha” moment to hit.

Creativity Reigns

Shakespeare said, “All the world’s a stage,” and 400 years later that stage is completely accessible for anyone to step onto and be creative simply by connecting to the Internet.

“This wide and universal theatre”—Shakespeare’s description of life—is bursting with grassroots creativity and bringing audience-created content to a seemingly bottomless pit of demand. The Internet opened the door wide for people to play a new game of self-expression, and it is quickly making stars out of some of its players.

In an article titled “Moguls of New Media” in the July 29 Wall Street Journal, it states, “As videos, blogs, and webpages created by amateurs remake the entertainment landscape, unknown directors, writers and producers are being catapulted into positions of enormous influence.”

A self-made celebrity on MySpace now has a million “friends” and is capturing $5,000 per appearance at promotional events.

An art student from Iceland picked up a camera one year ago and has now, through exposure of her work on Flickr, just been hired by Toyota to do a photo shoot.

A 20-year-old young woman who posted dozens of her own homemade videos on YouTube has become so popular, she recently signed a TV and Internet development deal with NBC talk-show host Carson Daly.

To me what's so obviously proven by these examples is exactly what's so phenomenal about the Internet—the spotlight is always on, and there is always room on stage.