Sublime

But there’s still one puzzle piece that doesn’t fit. Most people play no part in the production of iPhone cases in their panoply of colors, exotic shampoos containing botanical extracts, or Mocha Cookie Crumble Frappuccinos. Our addiction to consumption is enabled mostly by robots and Third World wage slaves.

But this era is over. Now consumers have coalesced into the powerful multitude. Their empowerment can more and more be seen as a threat for society. Just like Walmart, tech companies such as Amazon and many others prove that in the Entrepreneurial Age, a multitude hungry for quality at scale beats workers and society most of the time, inflicting a

by the 1980s, buyers became customers with cynicism, opinions, and expectations, and by the 1990s, the old approach was starting to show the strain. Then in the early twenty-first century, so-called “customers” began to exert co-creative tendencies.

Sharing data around shifting trends in consumer behavior.

The second is that a corporation can persuade existing consumers to consume more.