The text discusses the concept of “Everything as a Service” and how our society has become transactional, even for things that cannot be bought. It explores the dissatisfaction that arises from always wanting more and how this mindset has affected our lives. The text highlights the tendency to outsource various aspects of our lives, including opinions, emotional stability, and confidence, and questions the line between what should be outsourced and what should be within our personal agency. It also touches on the outsourcing of education and the misconception that degrees alone can provide meaning and fulfillment. The text emphasizes the importance of self-actualization and the need to find purpose in our lives. It critiques the commodification of social issues and the ways in which media and advertising manipulate our needs and desires. Ultimately, it suggests that true fulfillment and meaning cannot be bought or outsourced, but must be sought from within ourselves.
| Signal | Change | 10y horizon | Driving force |
|---|---|---|---|
| Everything as a Service | Transactional relationship to attain non-material needs | Increased reliance on transactional relationships for personal fulfillment | Hedonic adaptation, constant pursuit of satisfaction |
| Outsourcing parts of our lives | Outsourcing material and non-material aspects of life | Increased reliance on outsourcing for various aspects of life | Busy lifestyles, specialization, desire for convenience |
| Outsourcing education | Believing education can be bought through degrees | Recognition of the limitations of education in acquiring certain skills and knowledge | Desire for specialization, societal expectations |
| The need for self-actualization | Shift from material needs to self-actualization | Increased emphasis on finding purpose and fulfillment in life | Desire for personal growth, pursuit of happiness |
| Marketing strategies and consumer demand | Marketing strategies tailored to consumer needs | Greater focus on selling social justice and inclusion to meet consumer demand | Desire for feeling like a good human, self-actualization |
| Loss of meaning and authenticity | Overexposure and misrepresentation leading to loss of meaning | Recognition of the need for personal exploration and authenticity | Desire for genuine experiences, avoidance of being spoon-fed information |
| The internal battle for personal growth | Realization that personal growth is an internal battle | Greater emphasis on self-reflection and self-improvement | Desire for personal fulfillment, pursuit of happiness |