«Prosumer», por Alvin Tofler

«In the 1980 book, The Third Wave , futurologist Alvin Toffler coined the term prosumer when he predicted that the role of producers and consumers would begin to blur and merge (even though he described it in his book "Future Shock" from 1970). Toffler envisioned a highly saturated marketplace as mass production of standardized products began to satisfy basic consumer demands. To continue growing profit, businesses would initiate a process of mass customization, that is, the mass production of highly customized products» (fonte: wikipedia)