Crowd-led platforms are providing support and inspiring co-creation with brands, generating programs work towards the collective good.

PSFK has partnered with real-estate crowdfunding company Prodigy Network to crowdsource the designs for their most recent project 17John, an innovative hotel in the heart of New York City’s Financial District. This series of articles provides inspiration for readers wishing to be a part of the project and join the crowd in designing the first Cotel.

The power of the crowd is an idea that continues to gain momentum thanks to the expansion and maturation of digital channels that bring people together around common interests and causes. Platforms like Kickstarter and Indiegogo who have created the opportunity for a passionate fan base to express themselves about the issues that are most important to them, offering rewards and recognition to all participants.Similarly, as companies and brands demonstrate a greater willingness to get involved, they are finding new ways to tap into their audience for ideas, financial support and buy-in at different stages of the innovation pipeline. Co-creation in this sense becomes more than a catchy buzzword, allowing companies to bring products and services to market which they know will resonate with consumers for the collective benefit of all.

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