Contemporary consumer society has created a very particular consumer: he co-produces the goods and services he consumes, performing tasks usually performed by workers .
The habit had been made a few decades ago when clever signs offered the consumer the possibility to finish the products himself. It was up to him to assemble furniture and all sorts of other objects in kit form.
Today, the consumer becomes a ticket counter by issuing plane or train tickets bought on the Internet on his own means of production. He becomes a convenience store with the help of a "hot line", a switchboard operator using a voice robot to navigate through the various departments of an administration or his bank, when he does not turn into a waste sorter.
Moreover, the consumer also becomes a designer by noting, judging, commenting by various sophisticated means on the products he consumes, improving them by correcting their defects.
The consumer has gone from being a passive target of marketing to being a cog in the wheel: he cooperates, executes, controls. This free workforce is particularly available and motivated. They know how to adjust the product to their tastes, how to "customize" it, how to make it conform to their desires and needs. He thus becomes a zealous prescriber because he is satisfied.
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From being a customer, the consumer has become, through the magic of technology and marketing, a worker in the company, incorporating skills and know-how without his knowledge, if not of his own free will.