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Practice paper 21st‐century consumer society
Author(s) -
Howard Melanie,
Mason Jane
Publication year - 2001
Publication title -
journal of consumer behaviour
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.811
H-Index - 43
eISSN - 1479-1838
pISSN - 1472-0817
DOI - 10.1002/cb.56
Subject(s) - interactivity , politics , sociology , independence (probability theory) , identity (music) , foundation (evidence) , consumer society , control (management) , social science , public relations , social psychology , aesthetics , political science , psychology , economics , law , management , neoclassical economics , philosophy , statistics , multimedia , mathematics , computer science
This paper looks at how society has changed over the past ten years in terms of individual values, aspirations and consumer behaviour patterns, and relates these to underlying demographic, economic, technological and social trends. It summarises findings of research undertaken by the Future Foundation. The research identifies six ‘I’ factors, which, together, help to explain the different ways in which individuals are choosing to take control over an increasing number of areas of their lives. The most prominent of these are the desire for and reality of independence; individuality—the growing politics of difference; the changing nature and sources of identity; and interconnectedness—access to and use of information. The others are interactivity and imagination. It concludes that High ‘I’ values, although realised by a minority today, are aspired to by the majority and that all the economic, technological and attitudinal conditions are ripe for the ‘iSociety’, as it is called, to flourish and develop substantially over the next decade. Copyright © 2001 Henry Stewart Publications.