Pressure Up On a Trend


This October 19, 2004 Gary Scott message takes a deeper looks at how current terror threats can affect international business and international investing. This thinking was stimulated when a U.S. Senator, after attending a high-level briefing from the intelligence committee, decided to move his office until after the election.

We saw in our last message how such threats have brought back a boom in cocooning and we looked at businesses and investments that may grow from this.

If you missed this message see it at the Gary Scott website at http://www.garyascott.com/archives/2004/10/18/1099/index.html

There are also other social forces that are now applying upwards pressure to this trend.,,. mainly the growing numbers of Cultural Creatives.

Cultural Creatives are the fastest subculture that began to emerge in the 60s and now represents more than a quarter of the market place. In August we looked at a four part series explaining who and how this market is. You can read this mini series at:

http://www.garyascott.com/archives/2004/08/17/1075/index.html

http://www.garyascott.com/archives/2004/08/19/1076/index.html

http://www.garyascott.com/archives/2004/08/23/1077/index.html

http://www.garyascott.com/archives/2004/08/25/1078/index.html

Understanding this market is important because the Cultural Creatives along with terrorism threats and our fast paced world are supporting the cocooning trend.

For example, we saw from a USA TODAY article that some of the winners from the cocooning trend include restaurant-style kitchens, luxury spas, baths with steam rooms, whirlpools and heated floras, Big-screen TV home theaters and high-speed connections such as a cable modem or DSL. Those catering to home offices can also gain because home offices are sanctuaries for businesses people that cannot secure employees. These home offices provide safety from invasions, whether by computer viruses or terrorists.

Now look at what Paul Ray, Ph.D. and Sherry Ruth Anderson, PH.D. say about this subculture in their book “The Cultural Creatives”:

Cultural Creatives are Foodies. “CCs are people who like to talk about food (before and after), experiment with new kinds of food, cook with friends, eat out a lot, do gourmet and ethnic cooking and try natural foods and health foods.”

Cultural Creatives turn their homes into nests. “Home is important to CCs, but they buy fewer new homes than most people of their income level, finding new houses are not usually designed with them in mind. They don’t like status display homes. Their homes are more inward looking. They want it to be their nest with a lot of privacy, including the buffering of children’s space from adult space. They are far more likely to have a home office.”

These dual forces, the emergence of a new subculture and the growing number of threats we all face in the outside world, create a new form of opportunity. Tomorrow we’ll see additional shares and business opportunities that may profit from this trend.

Gary


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