Without a doubt, a new role distribution in manufacturing processes between the company and the consumer, and the experience of co-creation becomes the basis of values. New producer-consumer relations create a number of new challenges both for company management and for the consumer. This requires new forms of cooperation (bonds), motivation, involvement and responsibility of the parties to these relations. Involving the customer in the process of co-creating values is supposed to play the key role, since it is the customer who is to determine what values the producer will create for consumers, and how it will communicate and deliver them.