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Collaborative consumption Alexandra Penel english

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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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Collaborative consumption Alexandra Penel english

  1. 1. __ __ VIEWS ON COLLABORATIVE CONSUMPTION 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
  2. 2. Collaborative consumption may frighten brands as it seems to radically question the model of our society.
  3. 3. 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
  4. 4. Of which it would initiate the end : “It is not a crisis, it is a world change.” Michel Serres
  5. 5. 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
  6. 6. And Brands would be losing their sex appeal : “We are looking for functionality” Question de choix - France Info - 20.12.2013
  7. 7. On the other hand, it might also be seen as a solution to the reduction in purchasing power.
  8. 8. To environmental damage : “Collaborative consumption comes alongside sustainable consumption” Kiwizz
  9. 9. 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
  10. 10. Maybe because it would bring back together our capitalist system with socialist values.
  11. 11. “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
  12. 12. Whether it seduces or frightens, collaborative consumption is everyone’s concern, as it seems to disrupt the world we all know.
  13. 13. How far does collaborative consumption create a new society model?
  14. 14. Collaborative consumption has no limits, and can be found in all categories.
  15. 15. Therefore it presents itself as an evolution of the hyper-consumption system.
  16. 16. The end of hyper-consumption?
  17. 17. “We are not always happy to hyper-consume“ The Age of Acces - Jeremy Rifkin
  18. 18. Collaborative consumption would be a way to “continue hyper-consumming” L’avènement de la consommation collaborative - Edouard Dumortier
  19. 19. Whereas “hyper-consumption” is ambiguous, “purchasing power” brings everyone together. Source : Igobono - 2014
  20. 20. Therefore, collaborative consumption is a next step to a model based on abundance and mass-consumption.
  21. 21. SHARE The difference is it boasts moral values which today’s system would lack.
  22. 22. The end of ownership and the birth of the sharing era ?
  23. 23. Let’s take the example of peer-to-peer renting, which seems to question ownership the most. Redistibution market Product service systemCollaborative lifestyle What is mine is yours - Rachel Botsman & Roo Rogers
  24. 24. 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
  25. 25. Peer-to-peer renting remains a trade exchange between 2 parties, secured by a third party. Start-up $ Location Start-up
  26. 26. This model, where ownership remains dominant, also applies to other collaborative activities. Second hand market Owner Buyer Crowdfunding Swapping Idea owner Supporter Owner Owner
  27. 27. Ownership is questioned for only one side of the trading exchange: the consumer, who no longer needs to own in order to use.
  28. 28. For the owner, the goal is to make objects more profitable by extending their usage through renting, reselling, swapping…
  29. 29. Collaborative consumption is thus not a sharing of our goods, but the monetization of ownership.
  30. 30. 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.
  31. 31. Rather than a model revolution, collaborative consumption is an evolution in the means of access.
  32. 32. Alongside these new access possibilities, arbitrations are becoming more and more sophisticated and consumers more and more experts.
  33. 33. We might think that these arbitrations are made between the rational and the emotional.
  34. 34. “We are looking for functionality”1 “Optimise resources”2 “You can save concrete and immediate money“3 “The need for convenience”4 Brand preference Pleasure buying Investment 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
  37. 37. Yet collaborative consumption intensifies the needs for quality and service.
  38. 38. 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.
  39. 39. 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.
  40. 40. 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.
  41. 41. In this way, collaborative consumption probably threatens low-cost products more than premium brands.
  42. 42. Des arbitrages de Utility did not kill emotional and status needs. plus en plus conscients et sophistiqués.
  43. 43. Because collaborative technologies are valorising and benefit from a more modern, embodied, social and environmental image. Des arbitrages de plus en plus conscients et sophistiqués. “A better consumption model for society” “an activist practice” Source : qualitative group organized in April 2013, and exchange with peer-to-peer renters.
  44. 44. Because these solutions reveal our emotional relationship Des arbitrages de plus en plus conscients et sophistiqués. 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.
  45. 45. Beyond a purely rational usage, our consumption choices remain a way to express status and reveal our relationship to objects.
  46. 46. 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.
  47. 47. 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.
  48. 48. 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.
  49. 49. Which means, far from being a threat, it is an opportunity for the established brands.
  50. 50. 1Secure peer-to-peer exc hanges
  51. 51. 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.
  52. 52. Like Trocathlon that allows to sell and buy second-hand goods at Decathlon, France’s leading sports retailer.
  53. 53. Or indirectly, Habitat vintage which buys and sells old second hand furniture of its brand.
  54. 54. Widen2 the user target, beyond t he buyer target.
  55. 55. 2 It means to offer not only the purchase, but also the renting of the stocks.
  56. 56. DriveNow and the ability to rent a varied fleet of BMW cars in German cities.
  57. 57. Sh3are the conception of your projects
  58. 58. 3It means switch from “client” to “shareholder”.
  59. 59. By offering to anyone the opportunity to finance a project.
  60. 60. Or by simply using the existing crowd sourcing platforms, like Popularise or Quirky to fund future projects and products.
  61. 61. M4ake your network more pr ofitable by creating services for the collaborative economy.
  62. 62. 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.
  63. 63. 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?
  64. 64. 5Widen your brand experi ence to new services.
  65. 65. 5 It means offering added services, next to purchase, and offering a global solution to your customers.
  66. 66. For example, when will it be possible to rent a steam stripper or a sander at Ikea ?
  67. 67. These are only 5 applications among a lot of future models …