EESC PUBLIC HEARING BRUSSELS
Collaborative consumption:
a sustainable model for the 21st century
‣ European Economic and S...
‘It is imperative to encourage the
relevant authorities to develop as
many actions as possible to provide
information and ...
‘And to carry out the necessary
studies to promote new alternatives
and evaluate the advantages of
existing studies.’ - EE...
CONTENTS
‣ shareNL
‣ shareNL founders
‣ shareNL co-founders
‣ examples from (my) daily life
‣ research on collaborative co...
shareNL
‣ collaborative consumption platform NL
‣ consumers / businesses / government
‣ research / consultancy / events
‣ ...
FOUNDERS
FOUNDER: PEERBY
FOUNDER: SNAPPCAR
FOUNDER: TOOGETHR
FOUNDER: KONNEKTID
FOUNDER: THUISAFGEHAALD
FOUNDER: FLOOW2
‣ co-founder shareNL
‣ founder tuintjedelen.nl
‣ curator collaborativeconsumption.com
‣ about.me/pieter.van.de.glind
‣ pie...
CO-FOUNDER: PIETER VAN DE GLIND
‘Unfortunately’ Pieter is in Brazil...
‣ co-founder shareNL
‣ consultant creative industries @ Syntens
‣ curator collaborativeconsumption.com
‣ about.me/harmenvs...
EXAMPLES FROM (MY) DAILY LIFE
STAY IN BRUSSELS
HOME EXCHANGE
CLOTHING
CAR SHARING
MY NEIGHBOURHOOD IN AMSTERDAM
RESEARCH
The consumer potential of collaborative
consumption.
Identifying (the) motives of Dutch collaborative
consumers &...
What is, and which factors explain, the willingness of Amsterdam
citizens to take part in collaborative consumption?
Sub q...
CONCEPTUAL MODEL
What is, and which factors explain, the willingness of Amsterdam
citizens to take part in collaborative consumption?
Sub q...
Extrinsic motives:
‣ practical need
‣ financial gains
‣ receiving praise from others
Intrinsic motives:
‣ social
‣ environm...
What is, and which factors explain, the willingness of Amsterdam
citizens to take part in collaborative consumption?
Sub q...
RESEARCH SAMPLE
A large N-survey (online) amongst 1330 panel members of the
Research and Statistics Department of Amsterda...
Taker Provider Total
(very) likely (very) likely (very) likely
Objects (power drill & bicycle) 50,7 % 52,2 % 51,5 %
Cars 3...
82% would lend out his/her
power drill.
RESULTS
DEPENDENT VARIABLES
84% would take part in at least one
of the examples of collaborative
consumption.
RESULTS
DEPENDENT VARIABLES
No money ‘greater’ than money.
RESULTS
DEPENDENT VARIABLES
What is, and which factors explain, the willingness of Amsterdam
citizens to take part in collaborative consumption?
Sub q...
‘Renting out the car?
My husband would be horrified!’
RESULTS
‘You should never lend out your wife,
your car and your camera.
Misery will follow.’
RESULTS
Explaining factors
‣ saving / making money
‣ meeting people
‣ contributing to a healthy environment
‣ recommendation
‣ gen...
Not explaining factors
‣ following mainstream media
‣ being subscribed and/or active on social media (like Facebook)
‣ alr...
Small significant effects found for all demographics
‣ gender: women slightly more likely than men
‣ education level correl...
Konnektid Peerby Snappcar Thuisafgehaald
(Shareyourmeal)
Toogethr
I know this platform
and I have subscribed
0,2 1,1 0,7 3...
RESEARCH QUESTIONS
What is, and which factors explain, the willingness of Amsterdam
citizens to take part in collaborative...
CONCLUSIONS
There is a substantial willingness
among Amsterdam citizens to take
part in collaborative consumption.
CONCLUSIONS
Different people are willing to take
part in different examples of
collaborative consumption and have
differen...
CONCLUSIONS
Therefore, it is concluded that
collaborative consumption has a
considerable consumer potential.
CONCLUSIONS
From a consumer behaviour
perspective, the findings from this
research indicate that the transition
to a new so...
CONCLUSIONS
And it is likely that collaborative
consumption will gain even more
momentum over the next years.
RECOMMENDATIONS
Keep promoting all the benefits of
your platform.
RECOMMENDATIONS
Reach out to new demographics
groups.
RECOMMENDATIONS
Do not just depend on social media.
RECOMMENDATIONS
Be aware that you are part of a
(potential) transition.
OPINION LEADER: RACHEL BOTSMAN
Rachel Botsman
‘Transition from hyperconsumption towards a century
of collaborative consump...
OPINION LEADER: LISA GANSKY
Lisa Gansky
‘Technology connects us. Humanity unites us.’
As heard from Lisa at our shareNL me...
STAKEHOLDERS
Stakeholders
‣ collaborative consumption platforms
‣ academics
‣ media
‣ businesses / corporations
‣ governme...
STAKEHOLDERS
The owners of collaborative consumption platforms
STAKEHOLDERS
Academics
STAKEHOLDERS
Media
STAKEHOLDERS
Mainstream businesses
STAKEHOLDERS
Government
STAKEHOLDERS
You
What is your willingness to take part in
collaborative consumption?
You can start today!
LET’S COLLABORATE
LET’S COLLABORATE
academics
government
collcons platforms media
youbusinesses
+
+
+
+
LET’S CHANGE THE WORLD...
Collaborative consumption:
‘One of the 10 ideas that will
change the world.’ -
...TOGETHER!
‣ EESC: Dorota, Miriam & Yolanda
‣ shareNL founders
‣ colleagues in the field
‣ Syntens Innovation Center
‣ you for your in...
CREDITS
Pieter van de Glind
Research:
‣ bit.ly/sNLCC
Questions
shareNL | Harmen van Sprang | public hearing | European Economic and Social Committee | 25 September 2013
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shareNL | Harmen van Sprang | public hearing | European Economic and Social Committee | 25 September 2013

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- shareNL
- shareNL founders
- shareNL co-founders
- examples from (my) daily life
research on collaborative consumption (by Pieter van de Glind)
opinion leaders
stakeholders
collaborate

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shareNL | Harmen van Sprang | public hearing | European Economic and Social Committee | 25 September 2013

  1. 1. EESC PUBLIC HEARING BRUSSELS Collaborative consumption: a sustainable model for the 21st century ‣ European Economic and Social Committee ‣ public hearing ‣ part I: concept, challenges & opportunities ‣ 25 September 2013 ‣ Brussels, Belgium
  2. 2. ‘It is imperative to encourage the relevant authorities to develop as many actions as possible to provide information and raise awareness about collaborative consumption.’ - EESC EESC OBJECTIVE
  3. 3. ‘And to carry out the necessary studies to promote new alternatives and evaluate the advantages of existing studies.’ - EESC EESC OBJECTIVE
  4. 4. CONTENTS ‣ shareNL ‣ shareNL founders ‣ shareNL co-founders ‣ examples from (my) daily life ‣ research on collaborative consumption (by Pieter van de Glind) ‣ opinion leaders ‣ stakeholders ‣ collaborate
  5. 5. shareNL ‣ collaborative consumption platform NL ‣ consumers / businesses / government ‣ research / consultancy / events ‣ 6 founders ‣ co-founder: Pieter van de Glind (research) ‣ co-founder: Harmen van Sprang ‣ @share_NL SHARENL
  6. 6. FOUNDERS
  7. 7. FOUNDER: PEERBY
  8. 8. FOUNDER: SNAPPCAR
  9. 9. FOUNDER: TOOGETHR
  10. 10. FOUNDER: KONNEKTID
  11. 11. FOUNDER: THUISAFGEHAALD
  12. 12. FOUNDER: FLOOW2
  13. 13. ‣ co-founder shareNL ‣ founder tuintjedelen.nl ‣ curator collaborativeconsumption.com ‣ about.me/pieter.van.de.glind ‣ pieter@shareNL.nl ‣ @p_vd_glind CO-FOUNDER: PIETER VAN DE GLIND
  14. 14. CO-FOUNDER: PIETER VAN DE GLIND ‘Unfortunately’ Pieter is in Brazil...
  15. 15. ‣ co-founder shareNL ‣ consultant creative industries @ Syntens ‣ curator collaborativeconsumption.com ‣ about.me/harmenvs ‣ harmen@shareNL.nl ‣ @harmenvs CO-FOUNDER: HARMEN VAN SPRANG
  16. 16. EXAMPLES FROM (MY) DAILY LIFE
  17. 17. STAY IN BRUSSELS
  18. 18. HOME EXCHANGE
  19. 19. CLOTHING
  20. 20. CAR SHARING
  21. 21. MY NEIGHBOURHOOD IN AMSTERDAM
  22. 22. RESEARCH The consumer potential of collaborative consumption. Identifying (the) motives of Dutch collaborative consumers & Measuring the consumer potential of collaborative consumption within the municipality of Amsterdam.
  23. 23. What is, and which factors explain, the willingness of Amsterdam citizens to take part in collaborative consumption? Sub questions: 1. what factors have caused current users of collaborative consumption to start using it? 2. what is the willingness of Amsterdam citizens that are not yet taking part in collaborative consumption to start doing so? 3. what factors found in sub question 1 relate to the willingness of Amsterdam citizens that are not taking part in collaborative consumption to start doing so? RESEARCH QUESTIONS
  24. 24. CONCEPTUAL MODEL
  25. 25. What is, and which factors explain, the willingness of Amsterdam citizens to take part in collaborative consumption? Sub questions: 1. what factors have caused current users of collaborative consumption to start using it? 2. what is the willingness of Amsterdam citizens that are not yet taking part in collaborative consumption to start doing so? 3. what factors found in sub question 1 relate to the willingness of Amsterdam citizens that are not taking part in collaborative consumption to start doing so? RESEARCH QUESTION 1
  26. 26. Extrinsic motives: ‣ practical need ‣ financial gains ‣ receiving praise from others Intrinsic motives: ‣ social ‣ environmental Other factors: ‣ online & offline experience ‣ (social) media ‣ recommendation RESULTS
  27. 27. What is, and which factors explain, the willingness of Amsterdam citizens to take part in collaborative consumption? Sub questions: 1. what factors have caused current users of collaborative consumption to start using it? 2. what is the willingness of Amsterdam citizens that are not yet taking part in collaborative consumption to start doing so? 3. what factors found in sub question 1 relate to the willingness of Amsterdam citizens that are not taking part in collaborative consumption to start doing so? RESEARCH QUESTION 2
  28. 28. RESEARCH SAMPLE A large N-survey (online) amongst 1330 panel members of the Research and Statistics Department of Amsterdam (O+S)
  29. 29. Taker Provider Total (very) likely (very) likely (very) likely Objects (power drill & bicycle) 50,7 % 52,2 % 51,5 % Cars 37,5 % 24,6 % 31,1 % Rides 54,9 % 66,1 % 60,5 % Meals 25,6 % 17 % 21,3 % Gardens 27,8 % 14,3 % 21,1 % Travel accommodation 58 % 13,1 % 35,6 % Skills (language learning) 52,2 % 35,9 % 44,1 % Average 43,8 % 31,9 % 37,9 % RESULTS DEPENDENT VARIABLES
  30. 30. 82% would lend out his/her power drill. RESULTS DEPENDENT VARIABLES
  31. 31. 84% would take part in at least one of the examples of collaborative consumption. RESULTS DEPENDENT VARIABLES
  32. 32. No money ‘greater’ than money. RESULTS DEPENDENT VARIABLES
  33. 33. What is, and which factors explain, the willingness of Amsterdam citizens to take part in collaborative consumption? Sub questions: 1. what factors have caused current users of collaborative consumption to start using it? 2. what is the willingness of Amsterdam citizens that are not yet taking part in collaborative consumption to start doing so? 3. what factors found in sub question 1 relate to the willingness of Amsterdam citizens that are not taking part in collaborative consumption to start doing so? RESEARCH QUESTION 3
  34. 34. ‘Renting out the car? My husband would be horrified!’ RESULTS
  35. 35. ‘You should never lend out your wife, your car and your camera. Misery will follow.’ RESULTS
  36. 36. Explaining factors ‣ saving / making money ‣ meeting people ‣ contributing to a healthy environment ‣ recommendation ‣ general social attitude ‣ social attitude towards the neighbourhood ‣ environmental behaviour ‣ online and offline experience RESULTS NORMAL INDEPENDENT VARIABLES
  37. 37. Not explaining factors ‣ following mainstream media ‣ being subscribed and/or active on social media (like Facebook) ‣ already taking part in collaborative consumption RESULTS NORMAL INDEPENDENT VARIABLES
  38. 38. Small significant effects found for all demographics ‣ gender: women slightly more likely than men ‣ education level correlates positively with the dependent variables ‣ income correlates negatively with meal, skill and garden exchanges ‣ age correlates negatively with garden and accommodation ‣ ethnicity: minority of non-western foreigners most likely to take part in collaborative consumption ‣ household type: people living alone, or alone with children are more likely to take part in collaborative consumption than other household groups DEMOGRAPHICS RESULTS
  39. 39. Konnektid Peerby Snappcar Thuisafgehaald (Shareyourmeal) Toogethr I know this platform and I have subscribed 0,2 1,1 0,7 3,2 0,3 I know this platform but have not subscribed 1,1 4,4 7,4 20,2 1,6 I do not know this platform 98,7 94,5 92 76,6 98,1 Do you know these collaborative consumption platforms? RESULTS
  40. 40. RESEARCH QUESTIONS What is, and which factors explain, the willingness of Amsterdam citizens to take part in collaborative consumption? Sub questions: 1. what factors have caused current users of collaborative consumption to start using it? 2. what is the willingness of Amsterdam citizens that are not yet taking part in collaborative consumption to start doing so? 3. what factors found in sub question 1 relate to the willingness of Amsterdam citizens that are not taking part in collaborative consumption to start doing so?
  41. 41. CONCLUSIONS There is a substantial willingness among Amsterdam citizens to take part in collaborative consumption.
  42. 42. CONCLUSIONS Different people are willing to take part in different examples of collaborative consumption and have different intrinsic and extrinsic motives to do so.
  43. 43. CONCLUSIONS Therefore, it is concluded that collaborative consumption has a considerable consumer potential.
  44. 44. CONCLUSIONS From a consumer behaviour perspective, the findings from this research indicate that the transition to a new socioeconomic groundswell of collaborative consumption is indeed taking place.
  45. 45. CONCLUSIONS And it is likely that collaborative consumption will gain even more momentum over the next years.
  46. 46. RECOMMENDATIONS Keep promoting all the benefits of your platform.
  47. 47. RECOMMENDATIONS Reach out to new demographics groups.
  48. 48. RECOMMENDATIONS Do not just depend on social media.
  49. 49. RECOMMENDATIONS Be aware that you are part of a (potential) transition.
  50. 50. OPINION LEADER: RACHEL BOTSMAN Rachel Botsman ‘Transition from hyperconsumption towards a century of collaborative consumption.’
  51. 51. OPINION LEADER: LISA GANSKY Lisa Gansky ‘Technology connects us. Humanity unites us.’ As heard from Lisa at our shareNL meetup last Thursday (via Google Hangout)
  52. 52. STAKEHOLDERS Stakeholders ‣ collaborative consumption platforms ‣ academics ‣ media ‣ businesses / corporations ‣ government / politics ‣ you: consumer / individual
  53. 53. STAKEHOLDERS The owners of collaborative consumption platforms
  54. 54. STAKEHOLDERS Academics
  55. 55. STAKEHOLDERS Media
  56. 56. STAKEHOLDERS Mainstream businesses
  57. 57. STAKEHOLDERS Government
  58. 58. STAKEHOLDERS You What is your willingness to take part in collaborative consumption? You can start today!
  59. 59. LET’S COLLABORATE
  60. 60. LET’S COLLABORATE academics government collcons platforms media youbusinesses + + + +
  61. 61. LET’S CHANGE THE WORLD... Collaborative consumption: ‘One of the 10 ideas that will change the world.’ -
  62. 62. ...TOGETHER!
  63. 63. ‣ EESC: Dorota, Miriam & Yolanda ‣ shareNL founders ‣ colleagues in the field ‣ Syntens Innovation Center ‣ you for your interest in this topic ‣ my wife for standing beside me ‣ and last but not least... CREDITS Thank you
  64. 64. CREDITS Pieter van de Glind Research: ‣ bit.ly/sNLCC Questions

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