Social, economic, intellectual capital and the memes of society: expectations determine wealth.

The emerging science of memes hold the key to modern business success.  Be a part of a growing meme and you win.  That is the aim of leading marketers.

What is a meme?  It is culture.

How do you measure it?  Using social, economic and intellectual  measures against a backdrop of psychology.

Getting data is not easy, though guessing data is everyone’s prerogative.  A UK study has produced extensive data which can help you understand yourself, your happiness and your life goals, whether or not you live in the UK.: Regional Personality Differences in Great Britain

The Big Personality Test worked out people’s “Big Five” traits. These are widely recognised and well-used scientific measure of personality.

  • Openness – To what extent you are receptive to novel ideas, creative experiences and different values
  • Conscientiousness – To what extent you are organised and exhibit self-control
  • Extroversion – To what extent you are inclined to experience positive emotions and how attracted you are to social, stimulating experiences
  • Agreeableness – To what extent you are concerned about the feelings of others and how easily you form bonds with people
  • Neuroticism – To what extent you react to perceived threats and stressful situations


ukpersonalityconscientiousness_464ukpersonalitynewextroversion The findings become more poignant when considered against socio-economic groupings characterised in  The Great British Class Survey completed a couple of years ago:

  • Elite: This is the most privileged class in Great Britain who have high levels of all three capitals. Their high amount of economic capital sets them apart from everyone else.
  • Established Middle Class: Members of this class have high levels of all three capitals although not as high as the Elite. They are a gregarious and culturally engaged class.
  • Technical Middle Class: This is a new, small class with high economic capital but seem less culturally engaged. They have relatively few social contacts and so are less socially engaged.
  • New Affluent Workers: This class has medium levels of economic capital and higher levels of cultural and social capital. They are a young and active group.
  • Emergent Service Workers: This new class has low economic capital but has high levels of ’emerging’ cultural capital and high social capital. This group are young and often found in urban areas.
  • Traditional Working Class: This class scores low on all forms of the three capitals although they are not the poorest group. The average age of this class is older than the others.
  • Precariat: This is the most deprived class of all with low levels of economic, cultural and social capital. The everyday lives of members of this class are precarious.

You can draw some broad insights:

  • You are likely to be happier anywhere if you are less neurotic.
  • Investment in social and intellectual capital gives equity to all economic profiles.

PLOS One: Regional Personality Differences in Great Britain

BBC: Where does my personality fit in?

BBC: The Great British Class Survey – Results


Leave a Reply

This site uses Akismet to reduce spam. Learn how your comment data is processed.