The 4.0 economy also represents a conversion as such for the next twenty years. Indeed, contrary to what one might think, the technological elements of the 4th industrial revolution (artificial intelligence, biotechnologies, humanoid robots, and so on) will not, on their own, meet the new human needs that are emerging. This evolution 4.0 corresponds to a set of mutations to be progressively implemented within the company and its economic environment. Beyond the new technologies used or being produced, it is above all an evolution of the long-term vision that each corporation will be implementing to design, produce, distribute and ultimately meet the human needs of end-users, whether in B2C or B2B. To implement this roadmap that is the Human Connection Economy 4.0, it is on the fourth "Esteem" rung (ring/layer) of Maslow's pyramid that we are relying on because it is this need that becomes the priority in the Economy 4.0.

Imagine yourself in a few years, faced with two products that are identical in terms of price, quality, and environmental and societal impact. You feel loved by product A or by its manufacturer, whereas you do not feel loved by product B or by its manufacturer. Which one do you buy? How much more are you willing to pay to buy it? Depending on the type of product, the answers generally vary between 10% and 100%. Beyond the quantitative impact on turnover, we know that in the years to come, employees and customers will treat companies that are in a logic of human connection and response to human needs differently from other companies that would remain in an old economy logic where financial profit alone, pressure and overexploitation are at the heart of the system (cf. France Telecom or Boeing).

Hypermarkets and the new consumer habits of customers demonstrate this principle well. Indeed, consumers are increasingly aware of the excesses of the sector - underpayment of farmers, silence in the face of animal abuse -, consumers are taking back responsibility for their purchasing power and are gradually changing their food purchasing habits. They are more and more concerned about purchasing responsibly and are increasingly integrating lessons related to the ecological crisis the world is going through - impacts of agri-food activities, climate change, human exploitation of producers, etc. - into their purchasing habits. This is why a growing proportion of customers are gradually turning away from the " sanctuaries " that hypermarkets have become to find new supply locations that they consider to be fairer, healthier, and lighter in terms of their environmental and societal impact. New customers are simply looking for solutions that match their values. Faced with this, supermarkets have taken action and developed their own ranges of organic and fair trade products. And they are gradually setting up specialized stores to fulfill these new concerns.

This means that for the same quality/price ratio, every human being today will prefer to afford a product/service through which he feels loved, rather than a service or product that doesn't enhance him, or through which he doesn't feel respected, or that lowers his self-esteem. In almost all cases, consumers are willing to pay more to feel esteemed, respected, valued, i.e. ultimately "loved".

The 4th industrial revolution is not a niche where we can find opportunities: it is the real-world economy, which changes exponentially every day. This is why implementing the 4.0 economy within a company thanks to the Human Connection Economy 4.0 roadmap enables companies to gain leadership and be at the forefront of the new economy.