I-Society : How multi-optionality is pushing individualisation in the digital age

‘Why not?' - is the most frequently posed question in a multioptional environment. It triggers changes in established societies by questioning traditional rules and values. From an individual viewpoint options create the basis for self-actualisation[1]. Social systems that were formative in the past, such as hierarchy, church, state and family, have lost their influence ever since. Routines, social values and norms no longer define our actions; instead, they are triggered by personal preferences[2]. With the end of obligations, a space has opened for the individualisation in society. The result is that we are not only able, but indeed forced, to take our life into our own hands. A son will no longer simply follow his father's occupation, nor will a girl's life be defined by marriage, an employee will for example also be able to advance through a company step by step by finally achieving a patriarchal position at the top. Multi-optionalisation increasingly defines every area of life: education, work, consumption, ownership - even family and personal relationships.