Twenty-five years after Alvin Toffler coined the term "Prosumer" in his book The Third Wave, Consumer Anthropologist Robbie Blinkoff says the Prosumer is officially here to stay and that this holiday season is their coming of age. "Think of it as the coming out party for a new species, an evolution in a consumer mindset. It is now the producers - companies, manufacturers, marketers and retailers, who need to adapt," said Blinkoff. A Prosumer is part producer part consumer. Prosumers are engaged in a creative process of producing a product and service portfolio with guidance from trusted friends - the companies they've trusted for years and the new ones they've come to love.
Certainly Toffler's prophesy was becoming a reality with mass computer consumption, Internet, Cable TV and digital technologies available, but Blinkoff, a Principal Anthropologist at Context-Based Research Group in Baltimore, says something dramatic happened to the Prosumer landscape that sped up the evolutionary process. That monumental event was 9/11. (RED NOVA)