Rengen

The Rise of the Cultural Consumer - and What It Means to Your Business

Patricia Martin

• Publisher: Platinum Press
• Year: 2007
• Print ISBN:
  9781598691344
• eBook ISBN:
  9781605508443
• Topic: Business
• Subtopic: Consumer Behaviour
• Index: Business

Ideas - and the forms in which they are expressed - are the new currency. Yet many companies, the media, and even the general population mistakenly see America as an intellectual and cultural wasteland defined by reality television and fast food. RenGen is about the rise of the next "renaissance generation" - an emerging section of the American public who are enlightened, creative, and eager to challenge the status quo.
RenGen draws a new picture of the American consumer as a thinking, expressive person and examines the factors that are giving rise to this renaissance, including:

• a new class of workers dedicated to creating innovation
• a growing desire to express new ideas and concepts aesthetically
• and, a new respect for learning-fueled by the Internet, a medium that links ideas, information, and visuals and connects people aross communities

Based on original research, RenGen gives leaders a lens through which to consider important business decisions.

Table of contents

• Cover Page
• Title Page
• Copyright
• Dedication
• Contents
• Acknowledgments
• Introduction
• Preconditions for a Rebirth
• Seeds of Change — How a Renaissance Begins
• The Beautiful Mind
• The Creative Personality
• The Economics of the RenGen
• The Mind's Eye — Meet the RenGen Aesthetic
• Youth Culture
• RenGen Spirituality
• The Collaborative Context — How The RenGen Gets Things Done
• The RenGen Company
• The Catalytic People of a Renaissance
• Second Cities of the Renaissance
• What Will Rule in a RenGen?
• The RenGen at a Glance
• A Renaissance Timeline
• Research Report: Are Marketing Executives Responding to the Rise of the Cultural Consumer?
• Bibliography