This is an extract from the draft John Grant’s new book Co-opportunity, contracted for publication with John Wiley & Sons Limited, January 2010. This extract is from section 2 of the book – Relocating the Dreams.

This is an extract from the draft John Grant’s new book Co-opportunity, contracted for publication with John Wiley & Sons Limited, January 2010. This extract is from section 2 of the book – Relocating the Dreams.

‘Relocating the dreams’ is a quote from British film-maker David Puttnam. He said in a recent speech that what marketers need to do is help pull culture forward – we created the dreams of consumerism and now we need to create positive dreams to inspire change.

This section starts with a simple but often overlooked question. What is consumerism? I look at what people buy, how they spend their time. And conclude (using Anthony Giddens phrase) that culturally it amounts to affective individualism. We live in homes stuffed with goodies but are to some extent trapped in these spaces and isolated from connections with community and nature. This is what I think all those reports saying we crave “authentic experiences” mean. We need human community and nature like we need air and water and freedom.

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