The Utopian (and other) applications of Open Brands are based on making every buck count.
These means:
- you know what you are after
- you know what your spending options do (total impact knowledge)
- you spend to maximise contribution to your end goals.
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The problem with this is total impact assessment, which demands thorough knowledge of what the seller will be doing with the money you spend with him (and a lot of software and mill to process this information).
The Open Society is partly about the culture needed to make this information available.
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The Open Society is about common values for a pluralistic global society.
These go beyond "democracy and freedom" with which Popper was primarily concerned, to encompass the right to complete information about how suppliers spend and what they do.
With this information consumer spending decisions are empowered to mould the future, providing a new participatory democracy effected through the marketplace.
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