International Journal of Business and Social Science Vol. 5 No. 2; February 2014 Cultural Movements and Their Impact on Business and Marketing Navid Ghani, PhD Professor Five Towns College Department of Liberal Arts 305 North Service Road Dix Hills, New York 11746 Abstract Focusing on market-oriented cultural movements, this article examines how they have affected people’s behavior and lifestyles, as well as what people are seeking through them. Are there group dynamics with people working to achieve common goals? Do cultural movements stem from a passion for social change or compelling ideas that can build on and grow the momentum of desire, both in business and in the way people become consumers of these creative and dynamic ideas? We look at cultural movements from the perspective of business marketing, technology, and culture. The article highlights the digital age, which is creating opportunities for people, and its effect on the way in which our culture and business are shaping and reshaping our lifestyle. Keywords: Cultural movement, cultural change, business, marketing, online communities, mobilization, cultural diffusion and communication technology Introduction The two major aspects of our world are technology—which is making the world more advanced and effective— and culture, representing our lifestyle and behavior. Cultural movements are a collection of informal networks and unaffiliated individuals engaging in a more or less coherent struggle for change in this shrinking world. As we go forward, we are experiencing a profound cultural transformation, in which modern technology and innovations are making it easier to produce changes through innovative ideas and collaboration. Resource mobilization theory points to the need to share ideas and interests over a broader spectrum. Moreover, it emphasizes the collectivity of participants and other actors in the advancement and success of certain cultural objectives, such as habits, lifestyles, and ways of thinking and consumption (McCarthy & Zald, 1997). Despite some valuable research on the impact of the cultural movements nationally and globally, study is relatively underdeveloped. Much can be written on this topic, so these pages provide an overview of these issues. The following are a few examples that will provide some idea of the forces of social change that are transforming people’s behavior and lifestyle patterns through cultural movements. Those who are new to cultural movements and how they affect the business marketing should understand that every movement starts from scratch and gradually build up a moment. I have witnessed cultural movements throughout my life, but only recently have I realized that it is possible, and even necessary, to apply them to business, in order for business owners to build their companies’ reputation and prosperity. Few people understand the impact of cultural movements on business, or that marketing is crucial for a successful endeavor. Many people and business professionals are quite in the dark regarding the implications of marketing. It often takes a personto put forward new ideas, which then influence public opinion and help the business to win customer loyalty. Once an idea is connected to people’s lives and passions, the remainder is plain sailing. A cultural movement is an idea or group of ideas that promotes and advances certain goals. In fact, ideas such as a new product or invention are extremely important in the realms of art styles, politics, marketing, business, and consumerism, which have grown exponentially and now represent fundamental parts of many economies. Business and marketing, as an example, have had to respond to increasing global competition, and have done so by expanding into new global markets and focusing on the international labor force. 10 © Center for Promoting Ideas, USA www.ijbssnet.com Cultural movements can be tools for social change, depending on the movements’ purposes. Internet technology, which has emerged as a commercial social medium, is moving rapidly in new directions, and advertising is driving Internet growth. The technology is so simple that millions of people have set up their own websites. By advocating easy local, national, and global, access to the markets, the technology has also generated change in other areas. For example, wireless fidelity (Wi-Fi) technology allows easy Internet access anywhere through radio waves. Wi-Fi serves the local area network market. Simply put, it connects data devices with wireless transmissions. The impact of Wi-Fi is enormous, and it is rapidly changing the world. For example, businesses can stream and receive all manner of broadband video and multimedia information, to and from any spot in the world, without the need for modems or cables to connect them to the Internet. In other words, they can have complete mobility with the two-way transference of business data. In addition to easy mobility, employees and other professionals who are travelling to meet with clients can access company resources and can send and receive email from wherever they are. This Wi-Fi culture is spreading very quickly, and I believe that the entire USA will be on Wi-Fi within 10 to 15 years, or possibly even earlier. This cultural innovation has facilitated connections and friendships, and has helped individuals to meet new people, who, while never having previously met in many cases, shared the same ideas to generate momentum and then build upon it. The growth of portable devices and portable computers, along with Wi-Fi technology, is already changing our lifestyle. Sassen (2001) observed that, since technology is becoming more widespread, it may be an important resource in connecting people who can quickly go global, because the technology itself is global. Another new group, the coffee chain Starbucks, has also gained huge success with Wi-Fi, as it connects people over the world. Over recent years, the company has grown to satisfy the needs of its coffee drinkers by providing Wi-Fi in a very relaxing and inspiring atmosphere.Since it’s beginning, Starbucks has strived not only to make great coffee, but also to bring together people who all share one thing in common: The love of coffee. This purpose-driven, successful marketing can lead to a more meaningful sense of direction that might resonate with regard to thinking of a new idea in connection with a new business or brand one might intend to start. C&A, an international Dutch chain of fashion retail clothing stores, has taken this a step further by attaching some of its clothes to electronic hangers, which are directly linked to its Facebook account. Why? So that when you’re shopping, you can see which garments are the most popular amongst that particular social community. Another example is provided by the American singer-songwriter and fashion model Beyoncé Knowles, who released her own clothing line, House of Deréon, in cooperation with C&A in the summer of 2010. It has beena great success, and people from all walks of life are eager to buy her products. Beyoncé recently traveled to London, UK, to debut the House of Deréon’s Autumn/Winter collection; this launch was a global exclusive, since it’sclothing was previously only available in the USA. The same pattern of business can be observed in many parts of the world today, andthese opportunities to tap into mainstream information have improved the quality of life of millions of people around the globe. If we examine this from the sociological perspective, a group of people with a shared passion can mobilize and change buying behaviors and trends. In our business operations and marketing of a product or service, we should know that an underlying cultural or social message lies behind it, and that people are inclined to relate to such a message. While the impact of cultural movements is growing, it is certainly not a new phenomenon. For example, Elvis Presley and his style made an extensive cultural impact. Bertrand (2000) described Presley as an American music giant of the 20th century, who single-handedly changed the course of music and culture in the 1950s and 1960s. Elvis was indeed a global cultural icon, and he continues to attract fanatic devotion throughout the world. The spirit of Elvis lives on because people continue to perform his songs, and his recordings, clothing, and style still make an enormous impact on the business community and on people in general. Elvis products still proliferate, and some catalogues are entirelydedicated to selling various commodities, ranging from Elvis shows to giant Elvis figures. What made him so distinctive and successful, and why do fans continue to idolize him today? The answer lies in his phenomenal popularity, and is also associated with the youth cultural movement of his time. His music was arguably the voice of passionate youth culture, and he became its mouthpiece. This youth cultural movement, encompassing Elvis’s music and performing style, transcends economic and cultural dimensions with its highly sophisticated marketing and strategy; Elvis is the perfect choice with regard to branding a wide-range of commodities for global circulation. 11 International Journal of Business and Social Science Vol. 5 No. 2; February 2014 The Hippie cultural movement of the late 1960s and early 1970s is another example of cultural mania that affected the entire structure of American society. It turned fashion upside down, by veering away from the conservative look and introducing new styles and colors like never before. These hippie fashion and lifestyle values, which were more liberal in nature, became part of worldwide culture. Rock 'n roll, a new hybrid musical epitomized by Elvis Presley, the Swedish group ABBA, and the Beatles from the UK, appeared in all manner of colorful costumes, both in public and on their record sleeves. They brought global consumers together, with regard to the growing market of the new fashions, designs, music, and lifestyle.