Attitudes towards gender are changing. Consumers are no longer willing to buy into gender clichés that have been used to promote products and services for decades. To reflect this cultural shift, businesses are turning to gender-neutral design and advertisement.

It has even become the norm for consumers to expect, and even demand, some degree of customization if they are to consider purchasing. This has given rise to the age of the prosumer.

Foresight and change capability coupled with co-design give people a sense of security. When a group repeatedly gathers to discuss future threats and opportunities, changes no longer seem to come about abruptly and people are aware of possible implications.