The new course Consumer, Culture and Society has started in September. The focus in 2016 will be on the still recent buzzword of “prosumer”. Yes, you guessed it, it is the combination out of producer and consumer. Even without knowing we are already part of this phenomenon to co-produce with companies. Not assembling cars yet, although 3-D printing might allow us to do so in future, but strongly in services. We as customers are co-creators of a brand or producing added value for a company which might simply resell our data, the ones we entered for them in some detail and keep updating frequently. More insights and reading suggestions on demand.