Urbanatural white paper 11 revised

n 2003, demographer Richard Florida intro-

duced us to the Cultural Creatives, young tech-

savvy entrepreneurs and knowledge workers

who thought differently about work, progress

and quality of life. These people comprised

about 25% of all America...about 50 million of

us. Well educated and independent, Cultural

Creatives were opinion leaders because they

were attracted to media industries, understood

web based interaction and were sensitive to

pop culture. Many economic development offi-

cials tried to attract Cultural Creatives to their

respective communities to pave the way for

next-generation growth.

Today, there is a NEW TYPE OF AMERICAN that

is shaping the evolution of our society: the

'Urbanatural' citizen is similar to the Cultural

Creative, but differs in three ways:

1. more interested in sustainability and eco-

sensitive products or causes

2. less driven by external considerations and

circumstances, more ‘inner directed’

3. less interested in accumulating wealth than

in achieving quality of life

‘Urbanaturalism' is a combination word that

pulls together opposites to create something

entirely new (a common strategy for fostering

entrepreneurial success). Urbanaturalism de-

scribes ANY PERSON, PLACE OR THING that

blends and fuses these contrasting elements:

"Urban" implies sensitivity to design,

high energy, activity, boldness and diversity.

(Envision the sloping glass, cement and metal of

Manhattan, Miami Beach or Hong Kong.)

"Natural" implies organic, simplicity,

grounded, wholesome and quietude. (Exhale

deeply while viewing a beautiful grove of trees.)

I

The New Face of America: Contrast, Creativity and Community

For more examples of ‘thought leadership,’ visit wowbiztv.com.

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“Town and country must be married, “Town and country must be married, “Town and country must be married, “Town and country must be married, and out of this joyous union will spring a and out of this joyous union will spring a and out of this joyous union will spring a and out of this joyous union will spring a

new hope, a new civilization.”new hope, a new civilization.”new hope, a new civilization.”new hope, a new civilization.”

Ebenezer Howard (1898), worldEbenezer Howard (1898), worldEbenezer Howard (1898), worldEbenezer Howard (1898), world----famous famous famous famous urban planner and former Nebraskanurban planner and former Nebraskanurban planner and former Nebraskanurban planner and former Nebraskan

Few of us would disagree: our country is in

enormous flux. This paper is written for those

executives responsible for responding to that

change in a foresighted, proactive way.

Chamber of Commerce officials, business

owners, marketers, designers, conference

organizers, social entrepreneurs and urban

planners can use this document to remain

relevant, focused and competitive.

by Lynn Hinderaker, innovation coach, by Lynn Hinderaker, innovation coach, by Lynn Hinderaker, innovation coach, by Lynn Hinderaker, innovation coach,

corporate trainer and Vistage Trusted Advisorcorporate trainer and Vistage Trusted Advisorcorporate trainer and Vistage Trusted Advisorcorporate trainer and Vistage Trusted Advisor

(continued from page 1)

When we use the letter N to join these two con-

trasting words (urban + natural), we gain a new,

linguistic ‘compound’ where one plus one is

transformed into something new and fresh.

REFLECTING AMERICA’S SPLIT

Urbanaturalism is a macro-trend that describes

what we as a nation are going through now as

we try to reconcile recessionary sobriety, eco-

nomic limitations and respect for the planet

with deep seated materialism and the never

ending desire to expand. About 60% of Ameri-

cans separate these two modes of thinking,

striving for consistency in values and lifestyle.

Their world view is dualistic.

For instance, in world politics, they view other

nationalistic countries suspiciously: "They're

bad. We're good." ( These Americans are also

cynical about green efforts. They view them-

selves not as indifferent, but 'pragmatic.')

HOW URBANATURALS DIFFER

About 40% of us- the Urbanaturals - are com-

fortable integrating those contrasting world

views - SOPHISTICATION AND SIMPLICITY, AC-

TION AND QUIETUDE, SCARCITY AND ABUN-

DANCE, ORDER AND CHAOS - into one world-

view, no matter how inconsistent that may

seem. For instance: They may drive a, big, old

SUV to yoga class...accepting the contradiction.

Urbanaturals are synthesizers and lifestyle

'blenders.'

They are ECLECTIC, SELF AWARE AND

POWERFUL.

Any organization that wants to be relevant and

responsible can use Urbanaturalism to design

new cities, attract new customers, retain top

employees and serve the greater good.

URBANATURALISM STIMULATES FEELINGS

Most interestingly, Urbanaturalism is about

'Emotionomics.' In other words, it is partially

defined by the way it makes you feel. If you're in

an Urbanatural environment, you will feel both

stimulated and relaxed simultaneously. This

notion helps us understand how corporate deci-

sion-making can be fluid, balanced and effective

in an Urbanatural office environment.

The New Face of America

Author and consultant Lynn Hinderaker is available through lynnhinderaker.com.

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Urbanaturals will pay a premium for truly Urbanaturals will pay a premium for truly Urbanaturals will pay a premium for truly Urbanaturals will pay a premium for truly

green products. This is New Era news.green products. This is New Era news.green products. This is New Era news.green products. This is New Era news.


RE-THINK GREEN DEVELOPMENT STANDARDS?

Importantly, Urbanaturalism could replace or

refine America's green vision insofar as munici-

pal planning and development overall is con-

cerned. As engineers, architects, planners and

builders seek to quantify what the Urbanatural

ideal really is, creative discussions will unfold

that will enable industry leaders to express their

dissatisfaction with the LEED standards as they

currently exist. They will appreciate the oppor-

tunity to create alternative standards and meas-

urements. This will give the sustainable move-

ment new credibility and momentum.

URBANATURAL = COOL FACTOR

Leaving this calculating, left brain consideration

behind, the Urbanatural concept is uber-

fashionable and could motivate Americans to

PAY A PREMIUM FOR SUSTAINABLE DESIGN,

even during the Value Era. Urbanaturalism will

be woven into cultural jargon, apparel design

and tech products that have a sustainability

hook. Consumer trend setters will use it to set

themselves apart from the mainstream.

ACTION

The idea now is to leverage the various aspects

and applications of Urbanaturalism to bring

people together around value-added collabora-

tions that stimulate growth. New insight will

bring new progress in many industries.

Urbanaturalism should be fundamental to all

architectural or engineering firms; indeed, Urba-

naturalism could shape the very face of civic

planning, urban development and mixed use

architecture, according to former Omaha city

planner, Steve Jenson.

An Urbanatural office environment—natural

lighting, live plants, aromatherapy and water

accents that ‘guide the energy’ of the physical

layout - could enhance workplace productivity,

talent recruiting and succession initiatives. An

Urbanatural culture in the office encourages

respect for opposite world views and thus,

HELPS BRIDGE THE GAP BETWEEN GEN X/Y

EMPLOYEES AND BOOMER MANAGERS.


For workshops and keynotes about this topic: 402-208-5519


Urbanatural people are boundary spanners. They bring the outdoors inside and the inside outdoors. If your company installs outdoor kitchens, covered patios or backyard ponds, take note: Urbanatu-

rals are high potential sales prospects


EMPLOYEE MARKETING: Urbanaturalism creates

a talent recruiting strategy: corporations could

showcase their commitment to sustainability,

diversity and work-life balance by trumpeting

“We are Urbanatural” in their recruiting ads.

Urbanaturalism represents a fusion of opposites

without losing anything; in politics, Americans

struggle with this idea, which is why Urbanatu-

ralism could stimulate productive discussions

among America’s THOUGHT LEADERS, tran-

scending economic and lifestyle differences.

Urbanaturalism has a political side; party leaders

will want to know how to influence Urbanaturals

because they are a large niche and could become

America’s swing voters. INSIGHT INTO THEIR

WORLD VIEW WILL BECOME CRITICAL.

Urbanaturals could be one psychographic seg-

ment in a segmentation system depicting Amer-

ica’s new ‘texture.’ MEDIA researchers will use it

as a sales tool. Target strategies will be rede-

fined. New pockets of opportunity will emerge.

By embracing Urbanaturalism as an ideal or

'guide' for URBAN PLANNING in transition

neighborhoods, minority leaders will gain follow-

ers and supporters because 1) Urbanaturalism

brings diverse people and contrasting ideas to-

gether and 2) Urbanaturalism is linked to sustain-

ability, thus rewarding responsible behavior.

Minority community revitalization could be

funded on the back of Urbanatural projects; in-

deed, Urbanaturalism could motivate minorities

to become engaged with the green movement.

The growth of COMMUNITY GARDENING in de-

teriorating neighborhood parks demonstrates

the potential. Urbanaturalism is a social move-

ment that brings people together around sus-

tainable projects—a big step forward, culturally.

Community level innovation: Urbanaturalism

could ‘catalyze’ SOCIAL ENTREPRENEURSHIP

projects involving private and public organiza-

tions; it can become the bridge for joint ven-

tures and cross promotions that generate new

revenue streams.

Urbanaturalism could be an effective BRANDING

platform for consumer products in hair care, ap-

parel/footwear design, and even retail merchan-

dising (Whole Foods is a great example).


Consultant Lynn Hinderaker is available at 402-208-5519. Or visit lynnhinderaker.com.



URBANATURALISM WILL SET TRENDS

HOLLYWOOD could weave Urbanaturalism into

its trend setting agenda because the creative

people in the film and music industries under-

stand the power of contrast. Performers like Jack

Johnson or The Black Eyed Peas project an Urba-

natural attitude, blending acoustic instruments

(natural influence) with funky, street beats

(urban influence).

VISUAL ART can also be strongly Urbanatural as

raw colors and primitive elements are mixed

with sophisticated, digital images. Apparel de-

signers will integrate contrasting fabrics and col-

ors into new sportswear using the same motif.

All this creates ‘trend power’ that will motivate

shoppers to pay extra at the counter to be seen

as fashionable, yet responsible Urbanaturals.

Both residential and commercial INTERIORS will

quickly reflect the Urbanatural influence as de-

signers fuse slick surfaces and bold colors with

natural woods and granite countertops. Star-

bucks and Panera’s have already tapped into this

trend, creating environments that both stimulate

and relax their patrons.

FURNITURE manufacturers will not miss the les-

son here as they reinvent their product lines

around the Urbanatural ideal.

THE FUTURE: Urbanaturalism will burst on the

scene as a way to re-define the independent and

eclectic spirit that always invigorates American

society and its entrepreneurs. It will move from

an abstract, inspirational ideal driven by sustain-

ability, fashion and feelings to a TANGIBLE CATA-

LYST for design, development and construction.

As it evolves from the right half of America’s

brain to the left hemisphere, Urbanaturalism will

shape the metrics and benchmarks that reflect

the lessons about sustainability that architects

and engineers have learned the last 10 years.

Year after year, America will become more inter-

ested in 1) Urbanatural products 2) attracting

Urbanatural employees and customers 3) creat-

ing Urbanatural environments that are responsi-

ble to society and to themselves.

This material is copyright-protected (2011) by

PointForward, LLC., Omaha, Nebraska. Contact

the author for the right to reprint and distribute.


For more examples of ‘thought leadership,’ visit wowbiztv.com.


Lynn Hinderaker is a dynamic platform

speaker and creativity trainer who helps organi-

zations innovate their way into the future. He

has worked in 31 industries and specializes in

revitalizing firms that are willing to recapture

their relevance and entrepreneurial feistiness.

Career highlights:

Interactivity begins: Pioneered interactive media

experiments for Cox Communications that be-

came the precursor to the Internet;

Value Revolution: Spearheaded the most dy-

namic turnaround in the history of fast food for

Taco Bell including the introduction of the first

Value Menu, a trend that’s lasted 20 years;

Turnaround time: Rejuvenated 10 companies

between 1991 and 2011 through rebranding,

employee engagement and leadership coaching;

Entrepreneurial training: Hosted talk show –

style podcasts for the University of Nebraska-

Lincoln with top-tier entrepreneurs that at-

tracted more viewers than comparable podcasts

from Harvard, Wharton, Stanford and MIT;

Content is king: Created the first online aggre-

gation of educational video interviews with local

business leaders linked to social media;

Hinderaker is a growth catalyst who serves his

clients by fusing innovation with inspiration.

Contact him for an audit of your customer and

your culture...or a brief management tune-up.

About author and trainer Lynn Hinderaker

[email protected].

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Urbanatural white paper 11 revised