A change in mindset among consumers and in the organisational DNA. A change where we as a society increasingly recognize that meaning brings more happiness than excessive consumption.
In this new era we make the shift from a focus on experience to meaning. It results in an organisational and individual search in the creation of real value and well-being in society and in the lives of people. Meaning goes beyond the paradox of ownership and consumption. It goes beyond the one dimensional view on economics and our focus on Gross Domestic Product. More-over we experience that this does not bring the happiness we seek. The trend Meaningful economy is about the extent to which an organization adds real long term value to society and to it's individual customers. This goes beyond creating market demand of which organisations exist of for years. Creating value that goes beyond profit and much more goes into long-term welfare of society and individuals. IThe menaingful economy is for organisations which a ideal vision and goal of society. By realising this ideal worldview the company focusses on value creation instead of making profit. The prfit and growth comes from the value creation from a meaningful organisational DNA.
Trend definition: Increasing importance for organisations to add value to society and the lifes of their customers instead of just fullfilling their needs as a consumer. The transition from a focus on materialised profit to value creation and well-being.