How Proactiv, which has made its name in the infomercial arena, will respond to this shift in coming years is still up in the air, but Renker agrees the role of social media seems on track to becoming increasingly important.

FORBES: Proactiv's Active Ingredient: Celebrity

So it seems very likely that shale gas will play an increasingly important role in the years to come.

FORBES: New EIA Report Says Shale Gas Boom Could Go Global

It seems that the wider community and a sense of inclusion have become increasingly important in assessing the success of markets.

BBC: Does farmers' market food taste better?