Word 'cheap' is defined by political scientist and trend researcher David Bosshart as 'a logical and significant consequence of developments in the modernisation process' taking place across our societies and economies. This process, known as globalisation, occurs as markets become freer, with saturated markets leading to ever increasing price discounting and bargain hunting. Bosshart is director of the Swiss retail thinktank, GDI, and has been following trends of consumption, trade and society for more than 40 years. He suggests that as the trend for rapid modernisation continues unchecked, we are all becoming part of a contradictory global order. Our relentless drive to get a discount fuels the bulldozer of globalisation where corporations offer ever lower prices in increasingly diverse markets. Bosshart claims that this comes at a price, often resulting in lower wages, fewer employee benefits, increased outsourcing, reduced quality of goods and services, lack of investment in research and people development, lack of environmental care and a reduced ability to look after the poor and powerless. As globalisation continues at breakneck speed, powered by the promise of consumer democracy and financial growth, our greatest challenge is how to invent ways to synchronise and organise our technological, economical and political advancements in a way that will benefit future generations.
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