360DigitalInfluence

A recent AdAge article talks about the “power of the cultural consumer” – consumers who thrive on the content (cultural events, art, literature, music, etc) that fuels creativity. This group spans all age groups, but is most notable among Gen-Y, and seems to build on the premise of Richard Florida’s Creative Class .

While marketers used to consider this group a small, elite segment of the population, the internet and increased access to the arts are leading to more people who are interested in, but also - and maybe more importantly - participating in this cultural space. Pew recently noted the rise in this trend among teens as well (over 60% report engaging in at least one type of content creation).

The article focused on the implications of this cultured audience in the traditional advertising space, but touched on ideas that have obvious implications digitally as well, such as behavioral targeting and brand authenticity.

The rise of these “creatives” has other direct implications for digital and word-of-mouth communications in that everyone has the capacity to create content about the brands that matter to them, customize the products they buy, and connect with companies in increasingly creative and interesting ways.

Collaboration and co-creation are some of the key ways to leverage the power of the “cultural consumer” and enlist brand and product ambassadors. What are some other opportunities for engaging this powerful audience?