The above is a report compiled by Leo Burnett aimed at uncovering the unspoken realities of the American sharing economy. Visit humansbeing.leoburnett.com for more information.
NEW RESEARCH GETS INTO THE UNDERBELLY OF THE SHARING ECONOMY
A U.S. Study by Leo Burnett Decodes What Brands Need to Know About the Future of American Entrepreneurship
CHICAGO – A new study by global advertising agency Leo Burnett, “The Sharing Economy: Where We Go From Here,” reveals the surprising and unspoken realities of the sharing economy in America and what’s truly happening in it. The research provides insights into how people perceive, and participate in, the sharing economy.
“The sharing economy is taking on a life of its own, but it is much more nuanced than we realized,” said Chief Strategy Officer Mick McCabe, Leo Burnett USA. “Our research reveals the psychology and the behaviors of sharers that can help guide brands including why people share and why they do not.”
Sharing has more texture than what’s largely reported in the media. People are chiefly motivated by practical needs, convenience and the ability to save or make money. A nominal 35 percent of people are primarily motivated to share by altruism, community and the environment.
About Humans Being
Inspired by Leo Burnett’s HumanKind philosophy, Humans Being is a thought leadership series and ongoing exploration that pieces together the story of us. It’s a study on the changing face of humanity in culture, society, emotion, values and the human condition. We explore the intersection of where cultural trends become norms and ultimately mores. Humans Being “Sharing” follows the “Relationships” and “Technology” editions that explore the cultural and technological influences on relationships and the changing role of technology in society. Visit humansbeing.leoburnett.com for more information.
About Leo Burnett
Leo Burnett Worldwide operates with a simple and singular approach: put a brand’s purpose at the center of communications to truly connect with people. Part of the Publicis Groupe, Leo Burnett Worldwide embraces a HumanKind approach to marketing and is one of the world’s largest agency networks with 85 offices and nearly 9,000 employees. The global agency works with some of the world’s most valued brands including Coca-Cola, Fiat, Kellogg’s, McDonald’s, Nintendo, P&G, Samsung and Tata among others. For the past four years, Leo Burnett has been ranked #1 in "New World Thinking" by The Gunn Report. In 2014, Leo Burnett was named "Network of the Year" at the International ANDY Awards, ADC Awards, MENA Cristal Festival and at the inaugural Cannes Health Lions. To learn more about Leo Burnett Worldwide and its rich, 80-year history of creating iconic brands, visit our site, Facebook page and follow us via @leoburnett.