Aufbruch in die WIR-Ökonomieoekonomie

The trend study titled "Aufbruch in die WIR-Ökonomie" was published on May 31, 2022, by the Genossenschaftsverband and Zukunftsinstitut. The authorship is credited to Dr. Daniel Dettling from the Zukunftsinstitut, which specializes in future research and analysis. This study aims to explore the potential of cooperatives in shaping the future of rural areas in Germany, focusing on their role in fostering sustainable and solidarity-based economic practices.

The study reveals that cooperatives are perceived as crucial players in developing a sustainable and efficient economy, with 69% of Germans recognizing them as a business model with future potential. A significant 76% believe that cooperatives can effectively address societal challenges. The research identifies several megatrends—Neo-Ecology, Connectivity, Mobility, and Silver Society—that particularly impact rural regions, presenting new opportunities for cooperative business models tailored to these trends.

A notable trend highlighted in the study is "glocalization," which connects global and local developments, thereby benefiting regional production and supply chains. Additionally, the digitalization of rural areas is making them more attractive for new forms of living and working, further enhancing the viability of cooperative models.

The research outlines key areas where cooperatives can thrive, including social infrastructure, housing, climate protection, mobility, local supply chains, agriculture, digital services, financial services, cultural engagement, and youth involvement. These areas present ample opportunities for cooperatives to contribute to sustainable housing solutions and overall community well-being.

Despite the positive outlook, the study notes significant challenges, such as a general lack of awareness about cooperatives, especially among younger demographics. There is also a pressing need for increased support in establishing new cooperatives to harness their full potential.

To leverage the crisis for new opportunities, the study recommends combining solidarity, ecological considerations, and digitalization. It emphasizes the importance of simplifying the processes for founding cooperatives, increasing citizen engagement, and promoting diverse leadership to foster a robust cooperative landscape.

The methodology employed in the study combines trend analysis using the Zukunftsinstitut's megatrend framework, interviews with representatives from selected cooperatives, and data from a representative survey conducted by YouGov Deutschland GmbH with 2,043 participants in January 2022.

This trend study underscores the alignment of cooperative principles—self-help, self-administration, and self-responsibility—with the emerging needs for regional development, sustainability, and social cohesion. It highlights how cooperatives are well-positioned to tackle pressing challenges in energy transition, healthcare, digitalization, and local supply chains, advocating for greater awareness and support for cooperatives to realize their potential in shaping sustainable futures.