Advertising is shifting away from its role as a facilitator of the exchange of money and goods.

Nora Bag: The story of Muhammad Yunus, who founded Grameen Bank. He says this: "Capitalism is incomplete." He argues that the "capital" in "capitalism" currently only encompasses money, and that this is insufficient.
He's saying that the concept of capital should actually encompass much more—things like wisdom, time, ideas, and so on.

Namikawa: I've said before that I really dislike the term "capitalism," but I see—so we should include more things in that "capital"?

Noraibukuro: Let's go back to our previous discussion. The current market is "money ←→ services/goods."

Namikawa: Right.

Norabukuro: Within that, advertising is the force that promotes this ←→.
But imagine, as Muhammad Yunus says, a world where things other than money circulate as capital, just like money.

Namikawa: Like... "love ←→ gratitude"? (blushing)

Nora Bag: ...Well, since both are invisible, it might be hard to grasp as a market. Let's say, for example.
Imagine a diagram like "Wisdom → Time → Service → Project".
There are people who contribute wisdom, people who volunteer their time, companies that can provide services, and then the project gets realized.

Namikawa: Ah, I see!
So if advertising up until now was the force promoting "money ←→ services/goods," then going forward, advertising will become the force promoting all those different "→" connections...

Nora Bag: But actually, isn't this already a role advertising agencies are playing?
The key is awareness. Shifting from facilitating the exchange of money and goods to facilitating the exchange of value and value. That's the shift in advertising.

Namikawa: This is the COMMUNICATION SHIFT...
Ah, thinking about it that way, the possibilities for ad agencies really expand...
There might even be a "wisdom←→wisdom" promotion... (muttering)

Nora Bag: It's just a hypothesis, but concepts are born for convenience. So if such a concept proves effective for advertising's evolution, then that concept has meaning.