Branding.

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extended family. However, we are not talking of true communes, since the
move towards the communities doesn't have to be ideologically determined.
The challenge for most is to get organised in a way that leaves room for both
freedom and togetherness.
The architecture of most new housing signals community with fellow
human beings - and with nature. For instance, composite materials are used
to signal a union between sustainable regionalism and a preference for local
construction traditions and materials. Solar cell energy is a primary source
of energy - now with cells built into normal window glass. At the same time
new types of fuel and methods of recycling are developed in order to ensure
the environment.
Vacations also strengthen the family chronicle. They are often planned
through the digital newspaper's reader offers of tours with guides. Pure
relaxation vacations are often supplemented by a movement towards greater
interest in and empathy with areas that suffer. Hence 'Danida Vacation' has
been introduced as a new way of travelling, where the point is to do humanitarian
work in beleaguered cultures.
The renaissance of the national story
Among the big stories in society - which increasingly are represented by
megastories from multinational corporations - the story of the nation has
survived in the Scandinavian countries. This has happened at the expense of
the support of supranational collaborative efforts like EU.
Around the turn of the millennium the nation as a unit was declared
dead and gone, destroyed by global politics, the international economy and
the universal spread of culture through the new media. But the diagnosis
turned out to be false.
In the time leading up to 2013, most moderate politicians on the traditional
political playing field realised that the extreme parties shouldn't
monopolise the idea of the nation. They acknowledged that they for too long
had been poor at speaking to people's emotions and that economical/rational
questions had characterised the debate too long. So the popular national
story was re-actualised in most parties. Through focusing on both the traditional
symbols, like flag, royalty, passports and money, and the more unofficial
ones like national songs, the national soccer team and national traditions
like the Danish folk high schools.
Independent schools and other value-based schools are still thriving
alongside the municipal schools, in which the make-up of pupils is regulated
centrally in order to reflect society as a whole. The folk high schools have
experienced a true renaissance and increasingly inspire business organisations.
The folk high school is the ultimate value-based organisation, and
today we see many former folk high school principals at top posts in business.
The principal and solidly founded values have displaced the personal
and pragmatic.
The company as a greenhouse
The new generation on the labour market is the best educated ever. Most of
those that now have gained a foothold in the companies have furthermore been
planned children. They have been given space for personal development in their
families, and they are used to there being few dogmas and authorities in their
lives - and that everything is open to democratic debate. At the same time they
are used to socialising since most have spend a long life in social institutions.
The work form most in demand is thus the one that best synthesises individual
efforts with a common project and a common framework. Project work
and teamwork thus are the work forms par excellence. This also means that
there is much less talk about a zapper mentality on the labour market. New sur-