The consociety is where much of the creation occurs. What kind of government the culture has, what kind of economy it has, it all happens here. Most of us are familiar with the various shapes a society can take, from modern American culture to the Middle Ages to ancient Middle-eastern societies and so on.
Some conworlders use this as an opportunity to create their idea of an ideal world while others use it to create a dystopian world. Many opt for a realistic portrayal of society and social evolution, neither utopian nor dystopian.