Consumer Trend

6th European Consumer Trend Conference

FREECONOMY: How the Radical Price Revolution is Changing People

FREECONOMY: How the Radical Price Revolution is Changing People

It won’t be long before almost everything’s available for free: information, travel, even food – “unselling”. The for-free mentality of the virtual markets is dramatically influencing the way we behave. A revolution is in the making, and no sector is immune to it. This is because “free” is more than just a new business model, it’s a new way of thinking and living.

Everything from travelling and communication to fashion and food has become cheaper for the younger generations, and for the even younger – the “digital natives” – “for free” is now becoming the norm. The relationship between free and cheap, expensive and unaffordable, is being redefined. Giving is suddenly not just better than taking – it’s also more lucrative. If we want to retain control of the market, we have to give away our products for nothing. But which business models and ideas are we to use?

But who are the new providers and which cartels and barriers will be the next to fall? What do consumers want and what’s going to happen to brands? What’s the new currency called and how can we still earn money in the “freeconomy”? And where are the trend‘s limits? Come and listen to proven experts discussing possible answers to these questions at the Gottlieb Duttweiler Institute (GDI).


PROGRAMM: Mittwoch, 17. März 2010

Welcome coffee


  • David Bosshart & Kurt Aeschbacher
  • Begrüssung und Einführung ins Thema

Opening Speech

  • David Bosshart, GDI Gottlieb Duttweiler Institute (CH)
  • gratis – billig – teuer – unbezahlbar: Wie sich die Wahrnehmung der Konsumenten verändert

Trend Overview

  • Peter Wippermann, Trendbüro (DE)
  • «Digital natives» und «digital immigrants»:
  • Wer sind diese Konsumenten und was unterscheidet sie?



  • Morten Lund, LundXY (DK)
  • Rebellen gegen Kartelle: Erfahrungen eines Freeconomy-Pioniers



  • Douglas Rushkoff, Autor (USA)
  • Radikaler Überfluss: Wie das Internet den Kapitalismus zerstörte und wie sich wieder Wert schöpfen lässt


  • Christoph Keese, Axel Springer (D)
  • Andreas Schönenberger, Google Switzerland (CH)
  • Wirklich alles gratis?



  • Bre Pettis, MakerBot (USA)
  • Mehr als kBytes: Wie der Gratis-Trend nun die physische Welt erfasst


  • James Cherkoff, Collaborate Marketing (GB)
  • Open Source und Marketing: Die drei wichtigsten Regeln in der Freeconomy


  • David Bosshart & Kurt Aeschbacher
  • Zusammenfassung und Schlusswort
James Cherkoff

James Cherkoff

British media and marketing expert. His company, Collaborate Marketing, advises companies on how to benefit from the new opportunities in the networked media environment. James Cherkoff is regarded as a thought leader by specialists in his field, and his Modern Marketing blog receives widespread international attention.

Douglas Rushkoff

Douglas Rushkoff

New York, USA,

Douglas Rushkoff is the author of more than a dozen bestselling books on the media, technology and culture, including his most recent “Present Shock: When Everything Happens Now.” Other titles include “Program or Be Programmed”, “Media Virus”, “Life Inc.” and a novel, “Ecstasy Club.” He lives in New York City where he is Professor of Media Theory and Digital Economics at CUNY/Queens. Douglas is a frequent lecturer on media, society and economics around the world.

Christoph Keese

Christoph Keese

As President Public Affairs at Axel Springer, Christoph Keese is rather like a foreign minister for one of Europe's largest media groups. The economist was formerly editor-in-chief of the Sunday newspaper “Welt am Sonntag” and the “Financial Times Deutschland”.

Morten Lund

Morten Lund

The investment in Skype made the dynamic young entrepreneur from Copenhagen famous. The high-tech visionary and investor has founded and invested in countless other start-ups. He teaches at the University of Reykjavik and is a special member of Bill Clinton's Global Initiative.

Bre Pettis

Bre Pettis

Co-founder of NYCResistor, a New York hacker and artist collective. The open-source activist, teacher and media artist is also an entrepreneur and inventor. He created the MakerBot, a robot that prints physical objects in 3D from digitized ideas.

Andreas Schoenenberger

Andreas Schönenberger

As Country Manager, Andreas Schönenberger has headed up Google in Switzerland since 2006. He had previously been vice-president at the Monitor Group consultancy. Earlier stops in his career included Boston Consulting Group and ABB. Andreas Schönenberger's academic credentials are a doctorate in physics from the ETH in Zurich and an MBA from London Business School.

Peter Wippermann

Peter Wippermann

Founder of Trendbüro, Hamburg. Peter Wippermann was a Professor of Communication Design at Folkwang University of the Arts, Essen, he is a specialist in trend-based brand management, and the author of numerous publications.


17 March 2010

1 participant CHF 1‘250.–
From 2 participants CHF 1‘060.–

The fee has to be paid in advance. The price depends on the number of participants registered together from the same firm. Any subsequent participants registered separately will also be billed separately. The conference fee includes all food and beverages.

Conference languages

German/English (simultaneous translation)

Changes to the programme
The programme might be subject to change. If the event does not take place, fees will be refunded. Further claims are ruled out.

If you are unable to attend, please let us have your cancellation in writing. By cancellations received until thirty days before the event, we will reimburse the full participation fee. After this term and until five full working days prior to the event we will charge 75% of the fee. In case of later cancellations we will charge the full participation fee. A substitute participant is always welcome.

There will be a free shuttle bus service between the GDI and the hotels Sedartis and Meierhof in Thalwil.

Hotel reservations
You will find a selection of nearby hotels at