In the Q1 2014 issue of WARC’s Market Leader, my article on the sharing economy praised the work of Airbnb and Uber for creating a world where everyone had the chance to experience entrepreneurship as a result of sharing pre owned assets. In the following issue, Paul Kemp-Robertson attributed the success of this trend towards a trust deficit brought about by the consistently broken promises of larger brands.
The idea of sharing has of course inspired a new generation of Airbnb’s such as
- Boatbound (boats)
- Holidog (dogs)
- Outdoor (outdoor gear)
- Hipcamp (campsites)
- Airpnp (toilets)
- 3D Hubs (3D printers)
- SupperShare (kitchens)
- SPOT (parking spots)
and a fleet of Uber replicators such as:
- Bannerman (private security)
- LawTrades (lawyers)
- Canary (cannabis)
- Massage (massage)
- Minibar (alcohol)
- Washio (laundry)
- Worthee (dog walking)
To learn more about the changing attitudes towards consumption globally, the rise of the sharing economy and the opportunities this presents for brands, click here for the the latest in Havas’s Prosumer series.
Further reading:
- Successful Brands must Value and Empower Fans
- Neurobranding & Social Currencies in 2014
- Brand Management in an Unpredictable Digital Economy
Author: Babar Khan, Managing Editor at Ephlux Insights
Join FutureCMO Movement LinkedIn Group here
