The hero/ine is an archetype that is universal, but we are now recognizing that it is also gender neutral.  Practically all new epic movies from Avatar to Harry Potter have female heroines as well as males heroes who physically go to war, fight injustice, and bring peace, harmony and happiness to the world. 

We are about to redefine the culture of middle class in the US, and most people and companies are not aware. Just the word “multicultural” draws in polarized reactions. This is one of the three macro trends that I define as imperatives for business and social success in the future. And it is shaping the emerging middle class in America.

The US is considered the most powerful country in the world. Then why is it that we stand 90th in the world in terms of women in national legistures? Even countries like Cuba, China, Iraq and Afghanistan have more women in the government than the US…

Harry Potter is a symbol of this generation, embodying all the characteristics they aspire to. The themes of standing up for your beliefs, distrust of those in power, equality for all races and genders, as well as overcoming all obstacles through the actions of a few people, are indicative of Gen Y’s mindset.

Maybe it’s just about forgetting to get and feel older. For women, in particular, it’s about saying good bye to invisibility and getting traded in for the younger. I think 35 to 60 is where it all comes together for women with elegant maturity, spiritual wisdom and a balanced outlook on inner and outer beauty.

The Gen Y (aka milllenial) women have a different life path than you can imagine….96% list “being independent” as their single most important life goal…87% definesuccess as being able to shape their own future…only 68% say becoming a mom is on their priority list….50% say getting married is a priority…..

Economy will get better…buying power of women….racism and sexism….you’ll be hearing more about Asians…African and Asian countries growing middle class…Muslims going under marketer’s radar…

We can’t blame China or India for this. The low wage jobs are in service sectors not going overseas: healthcare, hospitality, restaurants, entertainment…not just agriculture. Is multiculturalism and immigration growth a part of this?  

When you are re-evaluating your Value Proposition, don’t get lost in the pile of facts and data. Consider tapping into internal motivators and values, and communicate your marketing messages accordingly. Make sure your customer experience delivers on your brand promise.

When you look for a new doctor these days, how many Asian doctors do you find?  How many engineers, professors, venture capitalists, entrepreneurs and CEOs?  Did you know South Asians generally over-index the US National Average in just about every meaningful consumer category?

We’ve come a long way from Cinderella and Snow White stories. Our pop culture only remembers the beautiful young women being saved by the strong handsome Prince and Hero archetypes. We often forget there was always the powerful, evil force who was a woman too. We can see both these archetypes play out in Halloween costumess: sexy or deadly.

Evolution is the change over time, and variation causes in one or more inherited traits found in populations and individuals…the gradual and continuous development in morals, ideas, beliefs and values. The fearful word, Revolution, is a fundamental change in power or organizational structures that takes place in a sudden, short period of time, resulting in either complete change or modification of an existing constitution, culture, economy and socio-political institutions.

We are living in a business world of downward forecasts, slipping GDP growth, shrinking middle class, declining consumer confidence and spending, erratic stock market, and financial earthquake. Yet, behaviors and mindsets are all the same. Most economists don’t forecast an improvement until 2018….

Some millennial characteristics are:  idealistic and socially conscious, confident, ambitious, achievement-and-team-oriented, authenticity seekers, attention cravers, culturally liberal, virtual relationships, engage or loose me, ask and guide me, immersed in the digital world from an early age…. 

Is it “freedom of,” “freedom from,” or “freedom to”?  It’s certainly not about every man, woman, and child for himself or herself. But it is the right to think, believe, value, speak, worship, and behave—freedom to choose—so long as it does not infringe on another person’s freedom

Cultures create and drive behavior, then habits, then results. When we say we “want” something that is in conflict with the culture and behavior that is deeply rooted in our subconscious minds, we don’t generate the results we so desire.  Mind is two-dimensional.  Life is not. 

One more blackberry, one more orange juice, one more sandwich, another credit card…just slightly better. Incremental differences are not game changers. Sometimes more innovation can degrade a brand equity and position you in the manufacturing mindset– don’t speed up the line or it will never slow down.

Beliefs are the assumptions we make about ourselves and others. How we expect things to be, what we think is true and real. Our beliefs grow from what we see, hear, experience and think about. Our values stem from our beliefs. Values are about how we think things or people ought to be in terms of qualities and guiding principles that are important to us….

Work place of the future is being morphed and shaped today. Family dynamics and gender roles are changing. What is “personal” is also changing – but it still mirrors human dynamics and the multi-dimensions of each individual’s life.

Everyday businesses across America open for business. Who is walking through the door has changed significantly. We’ve had a decade of rapid multicultural growth, aging whites and housing boom and bust. Is your business ready to serve the needs of the New World Marketplace customers in this transformational decade?