Genossenschaftsverband & Zukunftsinstitut
2022
Dr. Daniel Dettling
The study titled "Aufbruch in die WIR-Ökonomie" explores the transformative potential of cooperatives in addressing contemporary challenges in Germany's rural areas. Conducted by Dr. Daniel Dettling from the Zukunftsinstitut for the Genossenschaftsverband, this research highlights how cooperatives can serve as engines of sustainable, solidarity-based economies. With a majority of Germans recognizing their future potential, cooperatives are positioned as key players in fostering community-driven solutions. Key findings indicate that megatrends such as Neo-Ecology, Connectivity, Mobility, and Silver Society provide unique opportunities for cooperative business models, especially in rural settings. The study emphasizes a shift towards "glocalization," which merges global influences with local initiatives, thereby enhancing regional production and supply chains. Digitalization also plays a crucial role, making rural areas more appealing for living and working, which can attract younger populations. Despite the promising outlook, the study identifies significant challenges, including a lack of awareness about cooperatives among younger generations. To capitalize on emerging opportunities, the authors recommend simplifying the cooperative founding process, increasing citizen participation, and fostering diverse leadership. By leveraging challenges as opportunities, cooperatives can effectively combine solidarity, ecology, and digital innovation to drive resilience and sustainability in the economy. Overall, this trend study not only sheds light on the vital role of cooperatives but also calls for strategic actions to ensure they thrive amidst evolving societal needs. The recommendations serve as a roadmap for enhancing cooperative impact and ensuring they remain relevant in the face of ongoing change.
Published on: 31.05.2022
Key Findings
- Cooperatives are seen as drivers of a sustainable, solidarity-based and efficient economy. 69% of Germans view cooperatives as a business form with future potential, and 76% see them as key problem solvers for society.
- The megatrends of Neo-Ecology, Connectivity, Mobility, and Silver Society are particularly impactful for rural areas and offer new opportunities for cooperative business models.
- There is a trend towards "glocalization" - connecting global and local developments. This benefits regional production and supply chains.
- Digitalization enables new forms of living and working in rural areas, making them more attractive.
- Key areas of potential for cooperatives include social infrastructure, housing/living/working, climate protection, mobility, local supply, agriculture, digitalization, financial services, cultural work, and youth engagement.
- Challenges include lack of awareness about cooperatives, especially among younger people, and the need for more support in founding new cooperatives.
- The study recommends leveraging the crisis for new opportunities, combining solidarity, ecology and digitalization, simplifying cooperative founding processes, increasing citizen participation, and fostering diverse leadership.
Authors
The study was authored by Dr. Daniel Dettling of the Zukunftsinstitut on behalf of the Genossenschaftsverband – Verband der Regionen e.V.
Methodology
The study combines trend analysis based on the Zukunftsinstitut's megatrend framework with interviews of representatives from selected cooperatives. It also incorporates data from a representative survey of 2,043 Germans conducted by YouGov Deutschland GmbH in January 2022.
Context and Implications
This trend study examines the potential of cooperatives in shaping the future of rural areas in Germany against the backdrop of major societal and economic shifts. It highlights how cooperative principles of self-help, self-administration, and self-responsibility align with emerging needs for regional development, sustainability, and social cohesion.
The findings suggest that cooperatives are well-positioned to address challenges in areas such as energy transition, healthcare, digitalization, and local supply chains. However, to fully realize this potential, there is a need for greater awareness, especially among younger generations, and more support for cooperative founding and development.
The study's recommendations point towards a strategic approach that leverages cooperatives' strengths in community engagement and sustainable business models to drive innovation and resilience in rural economies.