Liquid modernity and philosophy as a reflective basis for the marketing of the future

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The evolution of knowledge and the development of technologies have an impact on economic, political, social and cultural spheres, transforming the market and driving organisations towards innovation. Thus, innovation means introducing something new or different, updating strategic or structural objectives or working methods. We can say that innovation is synonymous with change. Some companies are beginning to understand that the dynamics and speed of innovation, transformation and desynchronisation mean that the references that motivate marketing actions, clients, targets, the public or consumer society are increasingly complex, variable and subjective, making marketing procedures considerably more difficult, but also opening up opportunities for creative companies and people. In this sense, the "liquid modernity" dazzled by Zygmunt Bauman gives us some ideas that I think should be taken into account.

Understanding "liquid" as something that cannot maintain its shape and can be adapted to different molds if necessary.

I would like to situate the current complexion by quoting Alvin Toffler all israel product list and his book "The Third Wave" where the author identifies the impact of change in society, within a historical perspective and dividing it into three distinct phases that in his opinion radically and decisively affected the social character of his time. We went from nomads, hunters and collectors to a subsistence society that prospered in a production society and we are currently immersed in the consumer society, innovation, knowledge or information and its transmission methodology were fundamental for its evolution, these macro processes are intrinsically related to power. These changes were so significant that I consider them as "Waves" that revolutionized and transformed the vision of the world.

From my personal point of view, I make a summary with a small parallel between Toffler and Bauman:

The industrial revolution occurs.
Energy used, coal, oil, etc. Natural resources as a source of energy or raw material.
Know-how as the main wealth. Machines replace human effort. Production takes place in series and in chains.
Mega-corporate structures with large capitals run by technicians. Huge urban centres emerge.

Great emphasis on studies and their massification. Mass or institutional studies (schooling for all within an adaptive industrial discipline) were not really a social demand; families opposed them, thinking that their children were necessary for work in the fields; they were imposed as a mechanism of integration and standardization promoted by governmental and economic interests.

Long-distance distribution, mass production. The concept of producers and consumers is born.
Communications and transportation accelerate, with the emergence of postal systems, telephones, telex, satellites, trains, automobiles, airplanes, among others.
A philosophically Platonic society "Desires what it does not have" and the ethical basis for the results.
The impact of the industrial revolution generated a set of practically universal principles that act rigidly on much of current behavior such as standardization, specialization, concentration, maximization, centralization, massification, etc. Safe indicators, clear content and values ​​- Solid parameters.
Third Wave (present)

Some call it the information age, others the global village, or the electronic, technological, and other things, but the truth is that these expressions narrow rather than expand our understanding and give the impression that a new society can emerge smoothly without conflict or tension. In reality, our society is facing an unprecedented paradigm that will affect us all. The evolution of knowledge, in a world mediated by new technologies, gives dynamics to change, impacting on current educational, economic, and political systems and on our institutional structures, disrupting their functioning.

In some way, all of us, without realizing it, are collaborating in the construction of a new civilization.

This new civilization brings with it new family styles, ways of working, communicating, loving and living differently, and it is also altering our perception and way of consuming. A society characterized by subjectivity, intangibility, uncertainty, relativism of values ​​and an à la carte ethic - Liquid Modernity.