A shift from materiality to spirituality was predicted in "The Cultural Creatives", co-authored by sociologist Paul H. Ray, PhD., and psychologist Sherry Ruth Anderson, phD., published in 2000.
The owner of the new values ​​was called "Cultural Creatives" and their lifestyle was called "Lohas".

The Millennials (born 1985-1999), digital natives, have been accelerating the shift towards "Cultural Creatives" values.

Millennials and Generation Z (born after 2000) are the most powerful consumer groups in the world.
Companies can no longer survive if Millennials reject their goods or services. Western companies are making major changes to traditional way of product development, brand strategies, and marketing practices so that they can be sympathized and connected with Millennials.

Millennials prefer spending money on travel, concerts, eating out and other experiences to owning a lot of goods. They attach great importance to lifestyle and living themselves to the fullest. They are less fond of shopping than their parents and do not care about brands.

In order to understand the roots of Millennials, we introduce a summary of a portion of the value survey results published in "The Cultural Creatives".

*CCs=cultural creatives

1) Stories and whole process
CCs appreciate good stories and want views of the whole process. They want to know where a product came from,how it was made, who made it, and what will happen to it when they are finished with it. They want deeper symbols.

2) Desire for authenticity
CCs lead the consumer rebellion against things that are plastic, fake, imitation, poorly made, throw-away, cliche, or high fashion.If they buy something in a traditional style, they want it to be authentically traditional.

3) Soft innovation
They are at the leading edge of many cultural innovations.
They tend to be innovators and opinion leaders for some knowledge-intensive products, including magazines, fine foods, wines, and boutique beers.

4) Experiential consumers
Many CCs are the prototypical consumers of the experience industry, which offers an intense/enlightening/enlivening experience rather than particular products. Experiences include weekend workshops, spiritual gatherings,personal growth experiences, experiential vacations, the vacations-as spiritual-tour or the vacation-as-self-discovery.

5) Careful consumers
CCs are the kind of people who buy and use Consumer Reports on most consumer durable goods, like appliances, cars, and consumer electronics. For the most part, they are the careful, well-informed shoppers who do not buy impulsively. They are likely to research a purchase first and are practically
the only consumers who regularly read labels.

6) Arts and culture
Most CCs are aggressive consumers of the arts and culture. They are likely to be involved in the arts as amateurs or pros, and they are more likely to write books and articles and to go to meetings and workshops about creative endeavors.

7) Holistic everything
CCs are the prototypical innovators in personal growth psychotherapy, alternative health care, and natural foods. What ties these interests together is a belief in holistic health: body, mind, and spirit are to be unified. They do at least some kinds of preventive medicine.

8) The foodies
CCs like to talk about food, experiment with new kinds of food, cook with friends, eat out a lot. They are interested in ethnic cooking, and try natural foods and health foods.

9) Home
CCs buy resale houses and fix them up to the way they want. They don't like status-display homes with impressive entrance, columns, and gables: theirs are more inward-looking and hidden from the street by fences, trees, and shrubbery. They tend to prefer established neighborhoods with a lot of trees and privacy.
Status display happens inside the house, not outside, though it is not blatant:it is display of personal good taste and creative sense of style.
CCs are typically eclectic decorators,with a lot of original art and craft pieces around the house.

10) Vacation travel
CCs define the leasing edge of vacation travel that is exotic, adventuresome without danger, educational, experiential, authentic, altruistic, and spiritual.
They like tours of temples in India, tours of the back country where tourists don't go, ecotourism, photo safaris, fantasy baseball camps, save-the-baby-seals vacations,help-rebuild-a-Mayan-village vacations.
They don't go for package tours, fancy resorts, or cruises.