Freeloading should be encouraged.

'freeloading' is often used to describe someone getting and using something for free. When applied to media, brand communication or advertising in some form the definition is often skewed and misused - usually put in a negative, head shaking context at the lack of money being exchanged.

Going along to an event for free, sampling free music, spending 15 minutes freely viewing something is not 'freeloading'. That content creator is winning the battle in the attention economy, that is, as long as they can work out how to monetise this attention they earnt further down the line.

Participation is the first step, not the horrible vagueness of 'awareness'

'freeloading' is an archaic and outdated term for the days of top down, sales at all costs brand communication.

we're now in a time where we should be actively encouraging freeloading within the right parameters.