In Part Four, we draw together the implications of the three seismic shifts and examine the new, tripartite relationship between Governments, Citizens and Business.
In Chapter Ten, we offer our own, first thoughts on the individuation journeys that each of these groups will need to take in order to secure a world order rooted in greater equality and Wellbeing. We examine the urgent need for Recognition as well as Responsibility – and suggest a series of frameworks at both a local and global level, which will help guide the economics, politics and Citizenship of the future. We hope that we are kick-starting a Manifesto for a more Progressive way.
Communications companies, if they are to play the pivotal roles they can and should, also need to consider what it will take to be properly Fit For Purpose.
Strangely, perhaps, for a Book that has at times been harsh in its judgment of Communications and Marketing, Chapters Eleven and Twelve consider the central role that we believe Communications will play in helping shape this fairer and better future. Chapter Eleven discusses what we see as the inevitable decline of advertising as we know it, and the rise of a new discipline we are calling Public Engagement – where a new balance is secured between the various stakeholder groups analysed throughout Citizen Renaissance.
Yet calling for a rise towards Public Engagement will not suffice in itself. Communications companies, if they are to play the pivotal roles they can and should, also need to consider what it will take to be properly Fit For Purpose. This is the focus of Chapter Twelve. Communications companies of the future may well be the engine rooms (or at least the lubricant) of a new civic society – but urgent and profound re-assessment and re-alignment will be needed if this is to happen.