“Love your new profile pic! Where’d you get that filter?” asked Mohit.

“Made it myself,” replied Rita, tapping their phone. “Learned how from a tutorial online.”

“Wait, you made a filter? I just download them!”

“Yeah, I used to just consume content. Now I make some too. Turns out I’m a prosumer!” Rita grinned.

This story explores the concept of a prosumer, highlighting how producing, alongside consuming is leading to greater resilience and community in a highly automated future.

Who is Prosumer?

Ever found yourself meticulously crafting a product review that could rival a Shakespearean sonnet? Or perhaps you’ve spent hours writing and crafting your own newsletter to build an audience of interest? Congratulations, you might just be a “prosumer” – the creator economy’s favorite child, a delightful mutant of a producer and a consumer, all rolled into one. And they’re everywhere!

The term, coined by Alvin Toffler way back in 1980, basically means someone who isn’t content to just passively consume. Prosumers want to get their hands dirty, to tweak, to create, to have a say. Think of them as the ultimate backseat driver of capitalism, except now they’ve grabbed the wheel, and the ride’s gotten a lot more interesting.  

Wikipedia’s description of a prosumer:
A serious, enthusiastic consumer: not professional (earning money), but of similar interest and skills to a (generally lower level) professional or aspiring to such.

Today’s Prosumer: The Boss, the Employee, and the Hacker

The boss has a vision, all shiny and bold, who push for results with passion and flair.

The Employee who’d code like a wizard, then vanish from sight, returning at noon from working all night.

Then came the Hack, a clever quick win, turning slow sprints into a lightning-fast mode.

Why are these multi-talented folks suddenly the Beyoncés of the creator economy?

Well, for starters, technology. The internet, social media, and a plethora of user-friendly creation tools have essentially handed everyone a microphone, a film studio, and a publishing house. Suddenly, your cat’s hilariously grumpy face isn’t just for your amusement; it’s potential viral content. This accessibility means more people can easily flip their consumer hat to a producer one, often in the same breath (or click).

Secondly, we’ve all become rather accustomed to having things our way. The prosumer isn’t just buying a product; they’re co-creating it. They’re the ones leaving incredibly detailed feedback that brands secretly (or not-so-secretly) live for. They’re the DIY enthusiasts turning basic flat-pack furniture into bespoke art (or at least, something that doesn’t immediately collapse). This desire for personalization and participation is a goldmine for the creator economy, which thrives on niche communities and authentic engagement. Forget focus groups; companies now have a legion of passionate prosumers doing R&D for the sheer love of it (and maybe a discount code).  

The Importance of Being Prosumer (It’s a Serious Business, Mostly)

These aren’t just hobbyists tinkering in their basements, prosumers are the lifeblood of the creator economy for several key reasons:

1. Content Cannons: They generate a staggering amount of user-generated content (UGC). From unboxing videos that are strangely mesmerizing to fan fiction that expands beloved universes, prosumers are constantly feeding the content beast. For creators and brands, this is like having an army of marketers who work for passion (and sometimes, actual payment).  

2. Innovation Instigators: Who knows what a product needs better than someone who uses it religiously and isn’t afraid to say, “Hey, this would be way cooler if…”? Prosumers are often at the forefront of innovation, pushing boundaries and suggesting improvements that companies might never have dreamed up in their sterile boardrooms.

3. Community Champions: Prosumers build and nurture communities. They’re the super-fans, the forum moderators, the tutorial-makers. They create a sense of belonging and shared enthusiasm that turns casual consumers into loyal followers – not just of a product, but of the entire ecosystem around it.  

Job to be Done” (JTBD) Framework for Prosumers

The JTBD framework helps us understand the fundamental problem a customer (in this case, the prosumer) is trying to solve, regardless of the specific product or service they use.
For prosumers, their “Job to be Done” isn’t simply to consume or produce in isolation. It’s a more complex job driven by a desire for greater agency, personalization, value, and connection in their interaction with the marketplace and their own creative potential.

Here’s a formulation of the Job to be Done for prosumers, considering its functional, emotional, and social dimensions:

The Core Job to be Done:
When standard market offerings don’t fully meet my unique needs or desires, and I have the capability and motivation, I want to actively participate in creating, customizing, or influencing the goods and services I use, so I can achieve a higher level of personalization, value, and fulfillment than passive consumption or traditional production alone can provide.

Breaking Down the Job to be Done:

1. Functional Jobs:

a) To obtain products or services that are precisely tailored to my specific requirements or preferences (personalization).
b) To save money or gain economic value by contributing my own labor, skills, or resources (cost savings/value creation).
c) To acquire or improve skills through hands-on involvement in the production or customization process (skill development).
d) To have greater control over the quality, features, or origin of the products and services I consume (control and quality assurance).
e) To find solutions or create things that are not available in the conventional market (filling market gaps).

2. Emotional Jobs:

a) To feel a sense of empowerment and control over my consumption and creation choices (empowerment).
b) To experience the satisfaction and enjoyment of creating something myself or contributing to its creation (fulfillment and enjoyment).
c) To express my individuality and creativity through the products and services I use or create (self-expression).
d) To feel smart or resourceful for finding innovative ways to get what I need or want (cleverness/resourcefulness).
e) To feel a sense of accomplishment from completing a project or mastering a new skill (achievement).

3. Social Jobs:

a) To connect with like-minded individuals and be part of a community of creators or enthusiasts (belonging and community).
b) To gain recognition or status for my skills, creations, or contributions within a community (recognition and status).
c) To share knowledge and help others with my expertise (altruism and contribution).
d) To be perceived as knowledgeable, skilled, or innovative by my peers (social perception).

In essence, the prosumer’s Job to be Done is about moving beyond being a passive recipient to becoming an active participant in the value chain, driven by a desire for greater relevance, efficiency, and personal satisfaction. Understanding this JTBD is crucial for businesses looking to engage with and cater to the growing prosumer segment.

Brands, Pay Attention!

We’ve entered the age of the prosumer, and frankly, they’re not just buying your stuff – they might be running a better marketing campaign for you than you are!

Think of prosumers as your brand’s overly enthusiastic, slightly unhinged, but ultimately brilliant, volunteer army. They’re the ones who don’t just buy your product; they immediately hack it, review it in excruciating detail online, create fan art that’s way cooler than your official graphics, and defend your honor in online forums like a knight in slightly-too-tight armor.

Why are Prosumers so crucial?

1. Firstly, free (and often better) marketing! While you’re spending big bucks on a glossy ad campaign, a prosumer is creating a viral social media reel of their cat wearing your product as a hat. Which one do you think is getting more views? Exactly.

2. Secondly, unfiltered (and sometimes brutal) feedback. Forget expensive focus groups! Prosumers will tell you exactly what’s wrong with your product, often in all caps and with liberal use of emojis. It might sting, but it’s gold. It’s like a free, slightly aggressive, product development consultant.

3. Thirdly, they build community. Prosumers find each other online, bonding over their shared love (or constructive criticism) of your brand. They create fan pages, organize meetups, and generally just hang out and talk about you. It’s like a never-ending, free brand convention that you don’t even have to provide lukewarm coffee for.

In conclusion, while they might occasionally try to pay you in “exposure” or demand features that defy the laws of physics, prosumers are the vibrant, opinionated, and often hilarious lifeblood of a modern brand. Embrace their energy, listen to their (sometimes loud) opinions, and whatever you do, don’t get in the way of their creative genius. Your brand (and your marketing budget) will thank you.

So, next time you’re painstakingly editing a holiday video that only your immediate family will (pretend to) watch, or passionately arguing the merits of a particular coffee bean on an online forum, give yourself a pat on the back. You’re not just a consumer; you’re a prosumer – a vital, vibrant, and often hilariously dedicated cog in the ever-expanding machine of the creator economy. Now, go forth and prosume! Just try not to get glitter on the keyboard.

References:
Definition of Prosumer: General and in Electricity Markets – https://enodatech.com/news-insight/prosumer-definition
The Business Model: Prosumer. What it is, How it Works, Examples https://learningloop.io/plays/business-model/prosumer