Will a creativity renaissance set the agenda for a pop culture revolution and fuel business innovation? RenGen is Patricia Martin’s new book, which looks at the rise of the cultural consumer.

A trend marketer can’t publish a book without a few clever alliterations. “It’s about fusion, not fission,” says Martin. Translation: segmenting people into subgroups does not work for the cultural consumer, who seek out different genres of music, people, content and ideas. In other words, fusion.

Martin takes a more provocative stance with the idea, “the virtue of the flawed.” With a rediscovered appreciation for nature, Martin predicts a rejection of a perfectionist aesthetic. “Say goodbye to the perfectionist tyranny of Martha Steward and hello to products that may be ugly and messy but natural.”

While Martin’s phraseology may be overly clever, we do agree with the sentiment that a smart marketing strategy views consumers as thinking, expressive human beings who are game for collaboration.

BY JEN

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