Management consultancies openly frame behavioral surplus as monetizable market infrastructure.

Evidence

Behavioral surplus is understood as the raw material for products that establish “co-marketing” with other services such as “towing, auto repair, car washes, restaurants, retail outlets.…” The consultants at McKinsey make a similar recommendation, advising insurers that the “internet of things” enables their expansion into “completely new areas” such as “data market-places.” Health surplus can be “monetized,” says Deloitte, by providing “relevant referrals.” — Shoshana Zuboff, The Age of Surveillance Capitalism, 677

Categorization

• DEFINE: Defines behavioral surplus as the raw material for co-marketing and data marketplaces, extending the core concept.
• XREF: connects to: Ed-tech firms openly link behavioral conditioning to profit-making from user action. — Shoshana Zuboff, The Age of Surveillance Capitalism, 927; Instrumentarian power arises from converging surveillance capabilities and monetized behavioral surplus — Shoshana Zuboff, The Age of Surveillance Capitalism, 1214

Broader Connections

• Ed-tech firms openly link behavioral conditioning to profit-making from user action. #exemplifies (0.90) — Shoshana Zuboff, The Age of Surveillance Capitalism, 927
• Instrumentarian power arises from converging surveillance capabilities and monetized behavioral surplus #expands (0.85) — Shoshana Zuboff, The Age of Surveillance Capitalism, 1214