Trendwatch: Rise of the joypreneur

Henry Mason

Consumers are increasingly determined to do things differently and to align their working lives with their own values and dreams.

Trendwatch: Rise of the joypreneur

Henry MasonTrendwatching.com

The boundaries between consumer and provider were blurred years ago. Today, millions of consumers have turned sellers via platforms such as eBay, or are creators who bring their projects to the world via crowdfunding sites such as Kickstarter.

Rising numbers of consumers are looking to brands to help them as they move beyond informal participation in the peer-to-peer economy, and become fully fledged entrepreneurs. We call them 'Joypreneurs'.

What's driving more consumers to become Joypreneurs? First, there's democratised access to the marketplace: the online space and the new tools and platforms that...

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