A networked society encourages a rise of meritocracy and the formation of a creative elite – a development that is both empowering and challenging. Within this order, merit is increasingly defined by a new set of emerging values, such as knowledge, transparency, fairness, quality of experience, authenticity, sociality, healthiness, and simplicity.
Knowledge informs consumption, helping consumers become curators rather than just receivers. Data drives transparency, levelling the marketplace and improving access. Likewise, more knowledgeable consumers are better placed to resist unfair market conditions. As technologies and products are increasingly commoditized, consumers now favor experiences, access, and services over ownership of items.
Read the report “Emerging consumer values”