The Prosumer Economy: Embracing Posthumanism for a Regenerative Future
Uniting two complementary movements — one practical, one philosophical — to foster an equitable world for all beings.
An adaptation of the journal article, ‘Can the Prosumer Economy be a Posthumanist Economy?’ by Post Growth Fellow, Uygar Özesmi; co-authored with Eylül Tuana Çevirme and Elvan Ece Satıcı.
Posthumanism offers a profound philosophical foundation for rethinking our relationship with the world, advocating for principles of interconnectedness, ethical care, and the decentering of the human. The prosumer economy, informed by posthumanist thought, has the potential to guide us towards a future where humans live in harmony with nature, fostering a regenerative, sustainable, and equitable world for all beings.
In the face of escalating climate and biodiversity crises, humanity is increasingly aware that the prevailing economic system — one that prioritizes profit maximization, consumption, and human dominance over nature — needs a fundamental transformation. This shift requires moving away from an anthropocentric perspective, where humans are deemed the most significant entities, to one that embraces ecological and social justice.
Understanding the prosumer economy
The concept of the prosumer economy is a transformative model that merges the roles of producer and consumer. This paradigm shift is rooted in the idea that individuals can actively participate in the creation of goods and services they consume, blurring the lines between consumption and production. The term ‘prosumer’ was first coined by futurist Alvin Toffler in his 1980 book, The Third Wave, to describe the merging of producer and consumer roles due to technological advancements.
Originally emerging in Türkiye in 2019, the prosumer economy proposes a shift from the conventional consumer economy to one characterized by ecological and social justice. Unlike the consumer economy, which thrives on growth and profit at the expense of the environment and society, the prosumer economy emphasizes circularity and sustainability. In this system, producers and consumers, or ‘prosumers,’ engage in synergistic relationships, minimizing waste and maximizing positive ecological and social impacts.
Drawing parallels to natural ecosystems, such as lakes or forests, which are defined by their physical boundaries and rich biodiversity, the prosumer economy aims to create a circular, ecologically just economic system that mimics nature’s self-sustaining, symbiotic relationships. The prosumer economy accepts a set of values that unite under the ‘golden rule,’ which states that a person or enterprise treats others as they wish to be treated themselves — with ‘others’ including all beings, human and non-human, living and nonliving.
Key characteristics of the prosumer economy
- Active participation: In the prosumer economy, individuals are not passive consumers; they actively engage in the creation, customization, and improvement of products and services. This participation ranges from contributing ideas and feedback to actually co-designing and co-producing items, and investing in the producer.
- Transformation through technology: Advances in digital technology, such as the internet, social media, and various digital tools, have enabled individuals to take on the role of producers. Platforms like YouTube, Etsy, and open-source software communities exemplify how technology enables users to create and share their own content and products.
- Customization and personalization: Prosumers often seek personalized and customized experiences. They prefer products and services tailored to their individual preferences, and they are willing to contribute to the customization process. This demand for personalization drives innovation and leads to more diverse product offerings.
- Collaboration and co-creation: The prosumer economy thrives on collaboration. Businesses and prosumers work together to co-create value. This collaboration can take many forms, including crowdsourcing, co-design workshops, and community-driven innovation.
- Sustainability and ethical consumption: Prosumers tend to be more conscious of the environmental and social impact of their consumption choices. They often support sustainable practices, ethical sourcing, and local production. This ethical awareness encourages businesses to adopt not only more responsible practices, but also collaborate for macro scale circularity.
6. Decentralization and democratization: The prosumer economy decentralizes production, reducing the dominance of large corporations. It democratizes the creation process, allowing more individuals to participate in and benefit from economic activities. This shift can lead to more equitable economic systems and uplift marginalized communities.
Good4Trust, a non-profit social enterprise in Türkiye, exemplifies the prosumer economy in action. It brings together socially and ecologically just enterprises and individuals, fostering circular supply networks and prioritizing the wellbeing of nature and humans over profit maximization.
Posthumanism: A philosophical foundation
Emerging as a critique of traditional humanism, which has historically prioritized human beings over other forms of life and has justified the exploitation of nature and non-human animals, posthumanism is a broad and complex philosophical movement that challenges the anthropocentric worldview which places humans at the center of importance and value. Rather than a single theory, it can be seen as a repository that encompasses a variety of perspectives, scientific frameworks, knowledge systems, calling for a radical rethinking of the human-nature relationship, emphasizing interconnectedness, diversity, and the ethical implications of our actions.
Key concepts of posthumanism
- Decentering the human: Posthumanism seeks to decenter the human in philosophical and ethical considerations. It argues that humans are not the pinnacle of evolution but rather one species among many, all of which have intrinsic value. This perspective encourages us to see ourselves as part of a larger, interconnected web of life.
- Interconnectedness and multiplicity: At the heart of posthumanist thought is the idea of interconnectedness. This concept acknowledges that all beings, human and non-human, are interconnected in a vast ecological network. Our actions have far-reaching consequences, impacting the environment and other species in ways that we may not immediately perceive. Posthumanism advocates for an ethics that considers the multiplicity of life forms and their interrelations.
- Ethics of care: Posthumanism promotes an ethics of care that extends beyond human relationships to include non-human animals, plants, and ecosystems. This ethical framework encourages empathy, responsibility, and stewardship towards all forms of life, recognizing their inherent worth and right to exist.
- Critique of anthropocentrism: Anthropocentrism, the belief that human beings are the central or most significant entities in the world, is a key target of posthumanist critique. Posthumanists argue that this belief has led to environmental degradation, climate change, and the loss of biodiversity. By challenging anthropocentrism, posthumanism seeks to foster a more sustainable and equitable relationship with the natural world.
- Technology and the posthuman condition: Another dimension of posthumanism involves examining the impact of technology on human identity and society. It explores how advancements in biotechnology, artificial intelligence, and cybernetics are blurring the boundaries between human and non-human, natural and artificial. This aspect of posthumanism questions the very nature of what it means to be human in an increasingly technologically mediated world.
Posthumanist ethics call for a profound transformation in how we engage with the world. This involves rethinking our economic, social, and political systems to prioritize ecological balance and social justice. For example, in agriculture, posthumanist principles might advocate for permaculture and agroecology practices that work in harmony with natural ecosystems rather than exploiting them.
Integrating posthumanism with the prosumer economy
While the prosumer economy and posthumanism share common goals, there are notable differences. Posthumanism offers a broad, philosophical critique of humanism and anthropocentrism, delving into issues of ethics, identity, and our place in the world. The prosumer economy, on the other hand, is a practical framework focused on transforming economic practices to achieve sustainability and justice.
This divergence is not necessarily a barrier but an opportunity for mutual enrichment. The prosumer economy can benefit from the philosophical depth of posthumanism, gaining clarity on ethical foundations — and communicating them effectively — while deepening its commitment to sustainability and justice, and ensuring that economic activities support the flourishing of all life forms. For instance, the prosumer economy’s focus on circularity and minimal waste resonates with the posthumanist ethic of care for the environment. Enterprises operating within a prosumer framework can adopt practices that actively contribute to the regeneration of ecosystems, such as using renewable resources, designing products for longevity and recyclability, and supporting biodiversity through sustainable land management practices. The prosumer economy can also address social justice issues, ensuring that the rights and wellbeing of all beings, human and non-human, are respected — this involves, for example, creating inclusive economic systems that provide fair compensation and working conditions, promote equity, and support the livelihoods of marginalized communities.
Conversely, posthumanism can find a practical application in the prosumer economy, demonstrating how its principles can guide real-world economic practices.
By integrating the practical framework of the prosumer economy with the philosophical insights of posthumanism, we can begin to build an economic system that respects the interconnectedness of all life forms and promotes ecological and social justice — an integrated approach that can help us navigate the complex challenges of our time.
Inspired by this article? Here are some things you can do next:
- If you or your business aligns with prosumer economy principles, apply to join the Prosumer Economy Network.
- Watch a presentation on the prosumer economy by Ece Satıcı during the First International Prosumer Economy Conference.
- Watch Post Growth Fellow Ekin Al and Affiliate Fellow Erinch Sahan talk about Doughnut Economics.
- Watch Affiliate Post Growth Fellow Melanie Rieback talk about Post-Growth Entrepreneurship and financial extraction.
- The whole Prosumer Economy Conference plenary talks and panels can be found in this playlist.