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Along side with the collaborative consomption, come new economic perspectives in a context where production fails to find destinations. Beyond its business virtues, some see the possibility of a new organization of an environmental friendly and fairer society. Collaborative consumption could be the new barrier to individualist liberalism and immoral capitalism. Yes or no, is collaborative consumption the sign of the end of the world as we know it ?
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VIEWS ON COLLABORATIVE CONSUMPTION
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A Presentation based on the dissertation La location entre particuliers ou la remise en cause d’un modèle de consommation fondé sur la propriété - Alexandra Penel - Master Information & Communication - CELSA-Paris IV - July 2014
Collaborative consumption may frighten brands as it seems to radically question the model
of our society.
It is said to point out “the slow down of today’s global economic model”
Tout se loue sur Internet, mais à quel prix - Le Figaro - 09.02.2012
Of which it would initiate the end : “It is not a crisis, it is a world change.”
Michel Serres
Companies would lose their power : ”a lifestyle that puts the economic initiative
into the hands of civil society.“ La révolution du partage - Le Monde - 20.09.2013
And Brands would be losing their sex appeal : “We are looking for functionality”
Question de choix - France Info - 20.12.2013
On the other hand, it might also be seen as a solution to the reduction in purchasing power.
To environmental damage : “Collaborative consumption comes alongside sustainable consumption”
Kiwizz
Even to the immorality of our system: “Collaborative practices illustrate the birth of
a world where help replaces selfishness.” La révolution du partage - Le Monde - 20.09.2013
Maybe because it would bring back together our capitalist system with socialist values.
“Perhaps what is the most exciting about Collaborative Consumption is that it fulfills
both the hardened expectations on both sides of the socialist and capitalist ideological spectrum
without being an ideology in itself.” What is mine is yours - Rachel Botsman & Roo Rogers
Whether it seduces or frightens, collaborative consumption is everyone’s concern,
as it seems to disrupt the world we all know.
How far does collaborative consumption
create a new society model?
Collaborative consumption has no limits, and can be found in all categories.
Therefore it presents itself as an evolution of the hyper-consumption system.
The end of hyper-consumption?
“We are not always happy to hyper-consume“ The Age of Acces - Jeremy Rifkin
Collaborative consumption would be
a way to “continue hyper-consumming”
L’avènement de la consommation collaborative - Edouard Dumortier
Whereas “hyper-consumption” is ambiguous, “purchasing power” brings everyone together.
Source : Igobono - 2014
Therefore, collaborative consumption is a next step to a model based on abundance and mass-consumption.
The difference is it boasts moral values which today’s system would lack.
SHARE
The end of ownership and the birth of the sharing era ?
Let’s take the example of peer-to-peer renting, which seems to question ownership the most.
Redistibution market Collaborative lifestyle Product service system
What is mine is yours - Rachel Botsman & Roo Rogers
Even if “owner” has disappeared from the vocabulary of brands like Airbnb (which has
replaced it by « host »), ownership remains at the heart of peer-to-peer rental services.
Insurance system Guaranty Safety technologies
Peer-to-peer renting remains a trade exchange between 2 parties, secured by a third party.
$
Location
Start-up
Start-up
This model, where ownership remains dominant, also applies to other collaborative activities.
Second hand market Owner Buyer
Crowdfunding Idea owner Supporter Owner Owner
Swapping
Ownership is questioned for only one side of the trading exchange: the consumer,
who no longer needs to own in order to use.
For the owner, the goal is to make objects more profitable by extending their usage
through renting, reselling, swapping…
Collaborative consumption is thus not a sharing of our goods,
but the monetization of ownership.
This explains the misunderstanding on the word « share » : be it trough swapping, reselling, renting, crowd funding or crowd sourcing, what is mine is actually never yours.
Rather than a model revolution, collaborative consumption is
an evolution in the means of access.
Alongside these new access possibilities, arbitrations are becoming more and more sophisticated
and consumers more and more experts.
We might think that these arbitrations are made between the rational and the emotional.
“We are looking for functionality”1
“You can save concrete and immediate money“3
“Optimise resources”2
Sources : 1Question de choix - France Info - 20.12.2013, 2Je loue ta voiture, tu loues mon costume, on sauve la planète - Rue 89 Le Nouvelobs - 18.08.2011, 3 site Sharewizz, 4 site Zilok
“The need for convenience”4 Brand preference
Pleasure buying
Investment
PRICE
UTILITY
CONVENIENCE
QUALITY
PLEASURE
STATUS
SMART CONSUMPTION
PLAISIR INDULGENCE
CONSUMPTION
Yet collaborative consumption
intensifies the needs for quality and service.
Because it makes the access to brands
considered as more qualitative
than low-cost offers easier.
“it gives you the opportunity to have access to some things that you
wouldn’t have bought.”
“Good value for money”
“For occasional works, a handyman won’t invest in high performance tools
because of the price. Yet the difference on usage and results
between a 15€ and a 100€ grinder at is real. Peer-to-peer renting helps to
avoid that.“
Source : qualitative group organized in April 2013, and exchange with peer-to-peer renters.
And because the peer-to-peer process
requires a high level of service to secure the
exchange.
“There is a certain amount of bother.”
“The fact that it’s between individuals is rather a handicap because there is a
risk on quality.”
“you need a trusted third party”
Source : qualitative group organized in April 2013, and exchange with peer-to-peer renters.
Rather than the search for the lowest price or the sign of disenchantment about brands,
collaborative practices are seen as an affordable way to have access to quality.
In this way, collaborative consumption probably threatens low-cost products
more than premium brands.
Des arbitrages de plus en plus conscients et sophistiqués.
Utility did not kill emotional and status needs.
Des arbitrages de plus en plus conscients et sophistiqués.
Because collaborative technologies are
valorising and benefit from a more modern, embodied, social and environmental image.
“A better consumption model for society”
“an activist practice”
Source : qualitative group organized in April 2013, and exchange with peer-to-peer renters.
Des arbitrages de plus en plus conscients et sophistiqués.
Because these solutions reveal our
emotional relationship to some objects,
rather than questioning it.
“Me, I’d rather have an affordable dress, from Zara or H&M,
but my own one.“
“I like to keep my books, but my man buys books and then throw them
away.”
“Some people have a convenient relation to their cars. And for others
it is status.”
Source : qualitative group organized in April 2013, and exchange with peer-to-peer renters.
Beyond a purely rational usage, our consumption choices remain a way to
express status and reveal our relationship to objects.
In the end, collaborative practices don’t create «anti-consumers» who hate brands,
but expert consumers, empowered by a diversity of solutions to satisfy their needs for quality and status.
Collaborative consumption is neither the end of capitalism and ownership,
nor the end of a model based on consumption, nor the birth of a doubting consumer.
On the contrary, we can see it as the generalization of trade at the scale of individual, a society of hyper
liberalism where every owner can be a business man and where capitalism has entered our sellers.
Which means, far from being a threat, it is an opportunity for the established brands.
1 Secure peer-to-peer exchanges
1 It means to offer platforms which make peer-to-peer exchanges
easier and which will ensure the quality of both deal and exchanged good.
Like Trocathlon that allows to sell and buy second-hand goods at Decathlon, France’s leading sports retailer.
Or indirectly, Habitat vintage which buys and sells old second hand furniture of its brand.
2 Widen the user target, beyond the buyer target.
2 It means to offer not only the purchase,
but also the renting of the stocks.
DriveNow and the ability to rent a varied fleet of BMW cars in German cities.
3 Share the conception of your projects
3 It means switch from “client” to “shareholder”.
By offering to anyone the opportunity to finance a project.
Or by simply using the existing crowd sourcing platforms, like Popularise or Quirky to fund future
projects and products.
4 Make your network more profitable by creating services for the collaborative economy.
4 It means to provide spaces in your network,
where people could exchange, which is a way to deliver a new service, while driving new traffic to your store.
When will it be possible to withdraw or deliver swapped, rented, or second-hand products at your Post
office, your usual retailer, or your newspaper seller?
5 Widen your brand experience to new services.
5 It means offering added services, next to purchase,
and offering a global solution to your customers.
For example, when will it be possible to rent a steam stripper or a sander at Ikea ?
These are only 5 applications among a lot of future models …
