THE CREATIVE CLASS HAS ARRIVED – AND THEY’RE CHANGING EVERYTHING
For those of you who have been paying attention to what we’ve been saying at LE over the last few years (so that’s all of you, right?!), you could be forgiven for thinking that the idea of the ‘creative class’ is something we’ve made up. And whilst we agree that it does make for a snappy slogan, we have to confess that there’s something much bigger going on here.
Far from being just another buzzword, the term ‘creative class’ was coined by urbanist Richard Florida in his groundbreaking book ‘The Rise of the Creative Class’ back in 2002 to describe the growing phenomenon of the creative economy. We’re not just talking hipsters and artists: the creative class spans professions in science, medicine and engineering; design and education; finance and business management; media and entertainment; and the arts.
There are more than 42 million of them in the US and more than 150 million worldwide (and increasing rapidly). Oh, and they are the single most important psychographic (not demographic – age ain’t nothing but a number when you’re talking mindsets) for the future contemporary travel industry.
By now, we hope you’ve snapped to attention – and you should, because for any travel brands hoping to still be here in ten years’ time, understanding the demands and behaviour of this sophisticated sector is crucial. With this in mind, we’ve collaborated with the Creative Class® Group, a global think tank comprised of leading researchers, academics and strategists, to bring our collective the industry’s first focused investigation into who exactly these valuable individuals are; why you should care; and how to connect with them effectively.
The full report, ‘The Consumer Redefined: The Creative Class’, is available exclusively in hardback for our 2016 collective and distributed at this year’s event; however, to find out more about LE Labs and how you can purchase the research, visit our Labs page. In the mean time, we asked a panel of insiders at this year’s event to give us their take on the sections identified below – click play to hear their thoughts!
Jacqueline Gifford from Travel+Leisure interviews Ana Angelic from Havas LuxHub and Stefan Siegel from Not Just a Label