Living in a Connected, Collaborative but “Dis-integrated” Society - Simone Ci...
Whats Mine is Yours
1. WHAT'S MINE IS YOURS
Caroline Bracken
Tuesday 25th October 2011
2. Introduction
Key Learning's of What's Mine is Yours
Understanding of Collaborative Consumption and how it
is changing the way we live
Consumer Behaviours
What we consume and how we consume it
4. Collaborative Consumption –
What is it all about?
Peer to peer exchanges between producer and
consumer, seller and buyer, lender and borrower,
and neighbour and neighbour
Face to face v Online
Everyday event creating a culture and economy
of what’s mine is yours
Explosion of online collaboration and virtual
communities - examples: Airbnb, ebay, Craigslist
and CouchSurfing
5. Collaborative Consumption -
What's it all about?
Creative innovative systems based on
shared usage such as bikes or car sharing
Bike Sharing fastest growing form of
transportation in the world and car pooling
in the US has grown by 51.5% since 2008
Future is bright for companies:
Peer to peer social lending- $5Billion
by 2013
Swap Market - Children's Clothing-
$3Billion
Car sharing - $12.5Billion Industry
6. Food For Thought……
As British author and former advisor to Tony Blair, Charles
Leadbeater commented:
In the 20th century of hyper- consumption
we were defined by credit, advertising and
what we owned, in the 21st century of
Collaborative Consumption we will be
defined by reputation, by community, and by
what we can access and how we share and
what we give away”
8. Negative Consequences of Modern
Consumerism
Past 50 years we have consumed more goods and services than ever
Since 1980 we have consumed 1/3 of the planets resources
Deforestation – 250 million acres annually
Americans- worlds worst environmental offenders
- 21,000 tonnes of petrol
- 220,000 kilos of steel
- 2.5 litres of water
- The wood of 1,000 trees
- 800,000 watts of electrical energy
On an international scale:
- Twice that of a Swede
- 3 times of an Italian
- 13 Times of a Brazilian
- 35 Times of an Indian
- 280 times of a Haitian
Need for 5 planets to sustain them during their lifetime
9. The Great Pacific Garbage Patch
The Great Pacific Garbage Patch - worlds largest landfill
x2 size of Texas
3.5 tonnes of floating garbage90% plastic, bottle caps, toys, shoes,
takeaway containers-
“plastic plankton soup”
5 areas cover 40% of the sea, ¼ of earths surface
Biodegradable v Non biodegradable
Plastic outweighs surface plankton 6:1
10. Why is this happening?
Lock in
Law of unintended consequences
- Ignorance
- Error
- Immediate Interest
- Basic Values
- Self Defeating Prophecy
Incontrollable throw away habits
- UK: man woman and child combined can fill the Royal Albert Hall
every 2 hours
- 30% recycled/composted, 13% Incinerated, Remaining Landfills
- US waste retention experiment
11. Storage…is it More Waste….?
Australians spend $10.8 billion on goods they do not use
Waste = difference between the stuff we buy and what we use
Storage extends the capacity to own more things
Bigger houses, garages, smaller families and the need for more storage
Fight Club- you do not talk about fight club and the things you own end up
owning you
We work hard to acquire more stuff but feel unfulfilled because there is
always something better, bigger and faster, than in the present
The more we have the more we want
12. Hyper Consumerism
A crowd of exhausted consumers knocking down the
doors and ploughing down people simply to buy more
stuff in Walmart
Hyper Consumerism
- Power of Persuasion
- Buy Now Pay Later
- Law of Life Cycles
- Just One More Factor
13. The 4 Factors of Hyper Consumerism
The Power of Persuasion Buy Now Pay Later
•Connect on a deep subconscious •Plastic V Cash experiments
level 3 Plastic Habits:
•Desire should be linked to human •Accelerated spending
patterns •Mindless spending
•More than 3,000 advertising •Latest and greatest spending
messages daily
Law of Life Cycles Just One More Factor
•Neophilia •Range of Choice
•Life cycle of electrical consumer •Fulfilment of needs and wants
products •Shopping and buying more
•Ford v Sloan stuff= happiness
14. From Generation Me to Generation We
“Generation Me” of independent, self sufficient
consumers
The great error of our nature is not to know where to
stop, not to be satisfied with any reasonable
requirement, but to lose all we have gained by
insatiable pursuit of more”
Start of the “We Generation”
- Shift in Values- infinite growth and consumption
based on finite resources do not mix - Example Etsy
- Simplicity
- Traceability
- Participation
- Emersion in ICT platforms
Example www.ifwerantheworld.com
15. The Rise of Collaborative Consumption
Collaborative Consumption can be arranged into 3
groups
Product Service System
Redistribution Markets
Collaborative Lifestyles
4 Principles of Collaborative Consumption
Critical Mass - Choice and social proof
Idling Capacity
Belief in the Commons
Trust between Strangers
17. Product Service System- (PSS)
Access is better than
ownership
Sharing using the internet-
Netflix
Service Envy- desiring
services more than products
Car Saving Programs desire
for one more but without the
waste
18. Redistribution Markets
Free cycle- no such eBay
thing is waste its useful Every second $2000 of
stuff in the wrong place trading is done
Benefits: reduces Every minute a 2
nd
waste, carbon hand vehicle changes
emissions, and hands on eBay motors
resources that go with
The ability to determine
making a new product
what is fair and what’s
Internet gives power to not is vital
its users
Principle of the people,
Good for shorterm by the people for the
goods people environment
19. Collaborative Lifestyles
Idea of using what you no longer want to get what you do need-
example salsa classes for pots and pans
Coincidence of wants- both sides getting what they want
Creation of Time Banks and LETS- bank of happiness
Social Lending- Zopa
Co working locations
Couchsurfing.com
New ideas with an old ethos
If we let go a bit of our individualism we will recover something we
have been missing.
21. Collaborative Design
Designers need to find balance between the needs of
consumers and the collective interest of society
Design Thinking: focus on facilitation and participation
Collaborative Service System
Fluidity- Virgin Atlantic
Replication- Car& Bike Sharing
Diversified Access- farmers market v agri schemes
Enhanced Communication Support-skill sharing
networks
Designing product with longevity and with the capacity
to update- Timberland
Design thinking will be critical in putting collaborative
consumption into real workable solutions
22. Importance of Branding
Maslow's hierarchy of needs is the
strongest model for understanding
consumers
We are latching onto the rising brands of
collaborative consumption through interaction and
community
Nike are shifting brand focus away from products
and towards building collaborative communities
Consumers want to be part of a community and
want to be engaged
Brands must offer experiences and not just
products
23. Conclusion
We have seen the change from what’s in it for me, to
what’s in it for us- social lending, food coops, car
sharing
Motivations for participating in Collaborative
consumption: cost, saving, social aspects, community.
In the future we will have reputation bank account,
reputation rating, and peer to peer markets will be
second nature to us.
A collaborative and sharing culture will be the culture