ABSTRACT
What we have witnessed is a remarkable sociological make-over. First human beings were Robinsonified, individualised and denuded of their social obligations. Next they were told that they could reach out to others and form new social ties if they only found a way of building trust and learnt how to consume. Suddenly everybody was scrambling to obtain membership in sects, parties, clubs and associations and to get hold of the latest fashion. In this way the Robinsonians maintained the illusion of their freedom even as they made themselves ever more dependent; no longer bound by religious dogmas or feudal customs, they were now free to conform out of their own volition. For entrepreneurs this presented both challenges and opportunities. Although the new individualism constantly threatened to undermine their ability to organise collective actions, the new conformism provided wonderful opportunities for selling new things, lifestyles, programmes and truths.
