The world is changing: old political, economic, socio-cultural, and religious rules have been replaced by a more horizontal and inclusive set of social standards. The Internet has brought connectivity and transparency into our lives and, at the same time, has led to major shifts in power. Economic power is no longer as exclusive as it once was, but it is now much more inclusive, as it is distributed more equally.
Before making a purchase nowadays, people carry out research on the web through communities of customers, who are able to guide their choices. Consumers mainly trust the advice of their peers when choosing a brand. Moreover, customers today raise their voices, and they are no longer afraid of big companies.
Inclusivity has become the name of the game, and the market is evolving to include as many people as possible, with products and services that used to be exclusive, now becoming available to everyone all over the world. The transparency made possible by the internet allows entrepreneurs in emerging countries to be inspired by their peers, and to create clone companies able to adapt a successful model to the local context. There are no longer differences between industries, because sectors now choose to converge instead of competing, in order to reach the same customers.
Humanity as a whole is moving towards social inclusivity. Being inclusive does not mean we are all similar, but that we live together harmoniously despite our differences. Social networks have accelerated this process, breaking down geographical and demographic barriers, and promoting a sense of belonging to a community.
This philosophy can also be witnessed offline, where some cities are becoming more and more inclusive, and welcome the diversity of its inhabitants. In companies, social inclusivity translates into eliminating discrimination at work and empowering women. This message has been supported by brands such as The Body Shop, which is engaged in numerous initiatives for social inclusivity.
The flow of innovation has moved from vertical to horizontal, meaning that the market now provides the ideas, and companies commercialise them. At the same time, the idea of competition has also shifted to the horizontal dimension, thanks to technology and the Net.
The Internet has reduced distances to zero, so small companies are no longer bound by physical or logistical limitations, and thanks to inclusivity, they are able to enter industries that were previously off-limits. This has given rise to numerous small brands, which offer the same quality as big brands but at lower prices.
Customer trust itself has also become horizontal, because consumers believe more in the 'F-factor' (friends, family, Facebook fans, followers) than in brand marketing communications. People tend to trust the opinions of strangers on the web more than advertising, and this is the principle on which user review sites, such as TripAdvisor, are based. In order to be trusted, a company no longer has to treat its customers as clients, but as friends.
