Ideas about the way we think of ownership change. Sustainability and socially involved marketing strategies are working. More and more upcoming businesses focus on the subject of sharing in order to build a network of paying customers. Why do we increasingly share rather than own the things we want? This article takes a closer look at how these trends are evolving and what consumer response to these developments has been like so far.
Different times demand new ideas
Throughout history there has always been a tendency for the younger generation to rebel against traditional structures. After the big World Wars, consumption, development and growth became the main pillars which our western societies are built on. But the North American and Western European consumer culture is undergoing a transformation. New ideologies like sustainability are becoming popular due to a combination of factors. We have seen years of rapid technical development, combined with the enormous growth of internet. These developments were recently followed by the economic crisis and an increasing awareness for environmental issues.