The ‘economy driven society’ is declining. The mentality to value everything in money and centralize the business model has brought a lot of profit to companies, but also created an illusion of certainty. What is value in the 21<sup>st</sup> Century? Other values will become more important in the new economical system, because we realise that not everything can be converted to a financial business model and money.
It is impossible to express everything in money, but we are conditioned that way in the capitalistic Western society. The business models are ‘almighty’ and financial institutions are intangible conglomerates. But the capitalistic model has had her longest hour. New values like (client) attention, (online) participation and a social footprint will become more important. These values will not be converted to financial profit anymore, but will be judged by the added value they have to an organization. The amount of profit is not the only way to look at these added values. History made it clear that profit can even be made by a bad acting company. Words like value, profit and growth will get a different ‘load’ like containing growth in quality instead of quantity. Value can, for instance, be interpreted in the amount of consumers who recommend products and services without the need to make a lot of profit out of it. The success of companies will rely more on the ability of the company to add sustainable value to society then solely economic profit.
Trend definition: the rise new systems of value which challenge the current value systems and economics and/or make them become obsolete.