Fourth Wave Limited

"Eventually, in the 21st century, we should expect a transition to a different kind of service economy, to what we term a quaternary, or truly postindustrial, economy. Here the primary, secondary and tertiary activities will constitute only a small part of human endeavors; more and more people will do things for their own sake, and even more than today ends will become more important than means. Indeed there will be a tendency to choose means which are also ends, and at the same time in many situations the distinction between ends and means will gradually disappear. This attitude is also often found in a primary or pre-industrial society, and there are, in fact, great similarities between our view of a likely post-industrial society and many pre-industrial societies. This quaternary society can be characterized as emphasizing people 'playing games with and against themselves, with and against others, and with and against communities.' The major quaternary activities - often constituting what we now more or less consider leisure activities - could include the following: Ritualistic and aesthetic activities, including the evoking of images or feelings of splendor, pride, pomp, awe, and communal, ethnic, religious or national unity or identity; oneness with nature and the universe, and various 'explorations in inner space.' The creation of taboos, totems, demanding religions, traditions, and customs ... Reading, writing, painting, acting, composing, musicianship, arts and crafts - particularly if done for their own sake. Tourism, games, contests, rituals, exhibitions and performances. Gourmet cooking and eating, an aristocratic and formal style of life, epicurean and family values. Hunting, fishing, hiking, camping boating. Acquisition and exercise of nonvocational skills. Improving property (noneconomically motivated), such as by gardening, upkeep, interior decorating and the use of homemade artifacts. Conversation, discussion, debating and politicking." Kahn, Brown and Martel, The Next 200 Years, 1977

Contact Fourth Wave Limited

Phone: +64 27 448 0066
Email: matthew@fourthwave.co.nz