11 Integration Individualism Collectivism Fragmentation Social-first and community businesses prosper. Crowdfunded capital flows towards ethical and blameless brands. There is a search for meaning and relevance with a social heart. Artisans, makers and ‘new Worker Guilds’ thrive. Humanness is highly valued. Organisations and individuals race to give consumers what they want. Innovation outpaces regulation. Digital platforms give outsized reach and influence to those with a winning idea. Specialists and niche profit- makers flourish. Social responsibility and trust dominate the corporate agenda with concerns about demographic changes, climate and sustainability becoming key drivers of business. Big company capitalism rules as organisations continue to grow bigger and individual preferences trump beliefs about social responsibility. The Yellow World Humans come first The Green World Companies care The Red World Innovation rules The Blue World Corporate is king The Four Worlds of Work in 2030