It is therefore possible to identify a shift from the exploitation of the bodies of workers during the Fordist mode of production to exploiting the minds of workers in increasingly larger numbers. These shifts towards the exploitation of mental labour – whether communicative, emotional or affective – forms part of the attempt to increase profitability in contemporary capitalism. Unlike under Fordism, ‘it will no longer be possible to produce large quantities of standardized goods, not to accumulate inventories thinking that they will eventually sell at some future, non entirely predictable moment’. What takes its place is ‘the need to produce limited amounts of differentiated goods’, targeted ‘according to the changing “taste” of consumers that we will need to know as well as possible in order to better reach them, while at the same time trying to find the best ways to realize gains in productivity’. 29 The increased pressure to realise the surplus value embedded in commodities has created new and innovative ways to reach customers and convince them to buy. This has also combined with the introduction of the profit motive further into new areas and subsequently commodifying goods and services that were previously produced or consumed in different ways. The result is an increased emphasis on affective and emotional labour, the drive to convince consumers stemming from the impulse to realise profit in ever more moments.