The document discusses the concept of "sharing" and how it has evolved and impacted different areas of life and commerce. It profiles several individuals who participate in various forms of sharing such as selling unused items on Craigslist, vintage clothing hunting at thrift shops, and operating a resale shop. It suggests that sharing is becoming more about human connection and experiences than just monetary transactions. The economy is pushing more people to participate in sharing of goods and services as an alternative to traditional retail, making branding and shopping a more personalized experience defined by stories rather than products alone.

1. White Road
Sharing

2. “White-road and red-road journeys are
qualitatively different. You need the right
map. On the red road it is about the
destination. On the white road it is about the
road. On the white road you must travel
light. The white road is quiet. It is about
simplicity. It is often adventurous. You need
to dig deep. Sometimes there is no road.
You have to trust your gut.”
- Gary Erickson, Clif Bar

3. Sharing
Sharing. We learn to do it at an early age. We start by sharing our toys, sharing
friends, and my 2 year old often shares his snacks with our dog, Marley. As
adults, sharing seems to take on a different meaning - profit sharing, music
sharing and sharing advice.
Lately, however, I’ve noticed sharing is getting back to basics. People are
sharing their old & unused items for others to enjoy as their own, which then
leads to sharing stories, experiences and opinions. Our digital world is making it
easier for people to connect and is providing rewards both emotionally and
monetarily. Sharing is now impacting how we shop. Let’s see how this plays out
with a few “sharers” I interviewed.

4. Marti Andrews
Craigslist Entrepreneur
What have you sold on Craigslist recently?
“My daughter's home for the summer and she's redoing our
kitchen. She posted our old sink on there for $25, and we
got tons of hits. I would have never thought anyone would
want it, but it works out great because we would have had to
pay $25 for the garbage company to haul it off. That
motivated me to sell our sectional couch to make room for a
new one.”
How is Craigslist a unique retail experience for you?
"I like how you get to know people and their stories. I talked
to the first sink guy for 20 minutes about him and his family
and their home projects. You end up with a story about
selling every item that is almost as fun as the money you
make!”
How do you feel when you make a sale?
"I’m a little excited. It’s a nice feeling. Her husband quickly
jumps in, “A little excited?! She’s jumping up and down on
the phone when she makes a sale!”

5. Molly Clark
Vintage Venturer
What did you buy on your last vintage voyage?
“I lucked out and found a new thrift store outside of
Yellville, AR. I scored lots of vintage dresses from the
50’s and 60’s.”
How is a thrift shop a unique retail experience for
you?
“Many people associate thrifting with digging through
dirty, used clothes, and they don’t want to do the dirty
work. For me, thrift shopping is relaxing, and I really
enjoy it. I always find one of a kind pieces that aren’t
around anymore. I love to discover things from different
eras so I can mix and match.”
How do you feel when you discover some great
treasures?
“Oooh – I get real excited because I know I’ve found a
great deal for the money. Many vintage pieces were
made before mass manufacturing, and the quality is
high, with details above and beyond what you can find
today (lace seams, high quality buttons, etc).”

6. Kathy
Resale Shop Owner, past 25 years
How did you get into this business?
“My friends got me interested in the resale business.
I’ve been lucky in my life – I seem to just fall into
deals.”
You’ve been in this business for 25 years. What
changes have you seen over the years?
“I’ve noticed that the crowd seems to be a bit older
than in previous years.”
How do you feel when you make a sale?
“I feel great. I like to be able to offer quality
merchandise at affordable prices. We have
something for every budget, and it’s nice to see
good things not go to waste.”

7. End of the Road
History proves in tough times, people come together to help one another. As we see our
nation's economy struggle, people are finding ways to make ends meet. They're selling things
they would have previously given away, shopping for used items and sharing all types of
goods and services.
As a result, shopping isn't as clearly defined as it once was. Traditional brands and retailers
aren't just competing with each other, they're competing with eBay, Craigslist, thrift
stores and neighborhood garage sales. It must be getting harder for The Gap to sell a full-
priced pair of distressed denim jeans when you can find a vintage pair of Levi's with authentic
holes that have real character and cost half the price.
I'm glad we're getting back to a place where shopping is less about buying and more about
actually shopping. For retailers and brands, it is increasingly important to build lasting
emotional relationships with shoppers in order to compete with the almost irreplaceable
stories of sharing. We likely won't ever get back to the days of bartering, but most
corporations could benefit from remembering good old fashioned sharing and applying that to
how they connect with shoppers everyday.

8. “On the white road, the moment – the
journey itself – matters most.”
- Gary Erickson, Clif Bar

9. White Road Warrior
Marta Kiser is an Account Planner at MARS, a
leading U.S. shopper marketing agency. She’s proud
to be a natural on the white road.
As a planner, she’s not afraid to ask each unique life
traveler she encounters the questions you won’t find
in any survey. As an outdoor adventurer, she doesn’t
need a map to reach her destination.