Toffler (1980)

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Toffler (1980) - The Third Wave

The Second Wave was just after WWII, where mass standardised products were the norm. The Third Wave is the influx of mass customisation. The increase of customer involvement in the designing of products means the division between producer and consumer will blur.

Technology frees people to work outside the standard 9-5 working day, enabling them to work at home or at the office.

He predicted that the coming age of technology would change the structure of firms and relationships, with information becoming central to the business.