From Trendwatching: Brand New World.

"At the core of all consumer trends is the new consumer, who creates his or her own playground, own comfort zone, own universe. It's the 'empowered' and 'better informed' and 'switched on' consumer combined into something profound, something we've dubbed MASTER OF THE YOUNIVERSE. At the core is control: psychologists don't agree on much, except for the belief that human beings want to be in charge of their own destiny. Or at least have the illusion of being in charge... (more)

trendwatching.com: July 2006 trend briefing

technorati tags:branding, DIY, co-creation, cyberspace