18.1 Conclusion: the opportunity, the change


    Fortunately, there is moss growing on the rocks, the convolvulus is creeping through the cracks, and the desert plants only need a few raindrops to bloom. A new order is presenting itself. It may still be an undercurrent, but maybe it is the best way to grow. A moorland fire, if you will. I see more and more people who have clearly chosen how they want to go about with themselves, their environment, and other people.

    They are the people I call global citizens: people of the new world. These Society 3.0 citizens cannot, and will not, deal with the thinking of the establishment anymore. They want to add value in their work and life in a significantly different way, namely by creating value instead of growth. Most of all, the global citizen wants a sustainable society: the Society 3.0.

    I think these global citizens – who are increasing in number daily – are the pillars which support Society 3.0, the society that really operates better!

    Global Citizens, People of the World:
    – Are open, transparent, and unbiased.
    – See differences between people and cultures as a source of creativity.
    – Want to learn with and from each other, and grow and work together.
    – Are interested in other cultures and reflect on their own culture.
    – See himself or herself as part of the world, and not specifically as a citizen of a nation or city.
    – Act from transnational values and standards.

    Hundreds of millions of people in the world move around without restraints, literally unbounded, across borders all over the planet. Sometimes they do this physically, but more often they do so digitally through the Internet: the World Wide Web. These people of the world are no longer bound to old organizations. They have organized themselves in virtual social networks. They have started to create value in a different way. They do not work according to a formal organizational structure. They guide themselves. They are themselves. Their social connections show great creative vitality and unleash an enormous amount of energy. From within their self-awareness they respect the individuality of anybody. People of the world are not after personal enrichment at the expense of others. They share, and they are prepared to do a lot for someone else, without expecting a monetary reward. I think it is both exciting and fun to be such a person, a knowmad of the world of Society30.

    We are ready for a new economic – and, with, that a new social and political model for the new Society30. This economic model is called the Interdependent Economy, a social economic value system based on solidarity, sustainability, and reciprocity. Actually, it is a logical next step in the development of our society. History shows us a certain evolutionary order of ranking in different economic systems that had a limited shelf life. Every system was suitable for the specific circumstances of that period. Economic systems are transient, which is caused by changing environmental factors. So, at a certain point in time, these economic systems no longer connect to reality.

    The real power within the Interdependent Economy of the Society30 will shift to the consumer or the citizen. As it happens, these people organize themselves. They want to participate. They want to engage with suppliers. These engaged consumers or “prosumers” (see esp. Toffler, 1980; Tapscott, 1995) want to co-create in order to develop customized products and services of impeccable quality. Transparency, accountability, and authenticity are the core values. The Internet makes these affairs transparent, making the prosumer more educated than ever about what’s for sale at which price or about how your organization interprets its social role and responsibility. The prosumer has a whole range of alternative suppliers, provided by his or her social network, at its disposal. The prosumer wants to choose, can choose, and will choose. Hence, the Organization30 will have to seek an alliance with prosumers to ensure that consumers are participating at an early stage, and, in doing so, determine what is being produced and how. Call this social business, if you like. In this case, it is not about the product itself. More and more products are being packaged as a service. Many people want to have access to something, but do not necessarily have to own it. In their book, What’s mine is yours, the authors Botsman and Rodgers (2010) call this development collaborative consumption. I prefer to call it collaborative prosumption.