3 Steps to Define Your Ideal Fans – How To Identify Cultural Creatives


How to Define Your Ideal Fan AKA Customer Avatar

Defining your ideal fan is important for creatives and changemakers. Once you know who your ideal fans are, you can effectively reach them. To market to your customer avatar, you must empathize with them by identifying with their situation and pain. Your message must appeal to wants and not just needs.

Ideal Fans AKA Customer Avatar Example:

Ray and Anderson created a questionnaire to identify “Cultural Creatives” in Western society. Agreement with 10 or more indicates status as a “Cultural Creative”. 25% of the population is a Cultural Creative. That’s 125 million in the USA, Canada, UK and Australia!

  • Love of nature and deep caring about its preservation, and its natural balance.
  • Strong awareness and taking action on planet-wide issues like climate change and poverty
  • Willingness to pay higher taxes or spend more money for goods to improve the environment
  • Emphasize the importance of developing and maintaining relationships
  • Emphasize the importance of helping others and developing their unique gifts
  • Volunteer with one or more good causes
  • Intense interest in spiritual and psychological development (personal growth)
  • See spirituality as an important aspect of life, but worry about religious fundamentalism
  • Desire equality for women and men in business, life and politics
  • Concern and support of the well-being of all women and children
  • Support spending on education, community development and ecologically sustainable future
  • Unhappy with the left and right in politics
  • Optimism towards the future
  • Involved in creating a new and better way of life
  • Concerned with big business and the means they use to generate profits, including destroying the environment and exploiting poorer countries
  • Unlikely to overspend or be heavily in debt
  • Dislike emphasis of modern cultures on “making it” and “success”, consuming and making money
  • Like people, places and things that are different or exotic

They have a demand for products of equal quality that are virtuous. Included in the cultural creative demographic are consumers of “new age” goods and services:

  • Organic and locally grown food
  • Organic and natural personal care products
  • Hybrid and electric cars, as well as city bicycles
  • Green and sustainable building
  • Sustainable or ecotourism
  • Energy-efficient electronics/appliances
  • Socially responsible investing
  • Natural household products (paper goods and cleaning products)
  • Complementary, alternative and preventive medicine
  • Fair trade products
  • Literature in the mind/body/soul, holistic health and new age genres

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