June 5, 2014 — It’s one of the first lessons we learn as kids — sharing is the right thing to do. Now, a new study by marketing communications agency Havas Worldwide reports that consumers are becoming more and more interested in reusing, donating or sharing goods and services as an alternative to owning them.
“The New Consumer and The Sharing Economy” reports the findings from a 10,574-person survey across 29 markets around the world. The survey found that more than two-thirds of mainstream consumers responding (69 percent) agreed with the statement that overconsumption is putting our society and planet at risk. At the same time, 52 percent said consuming less would destroy jobs.
The report presents the idea of collaborative consumption as “the next wave of consumerism,” with around 65 percent of mainstream consumer respondents agreeing with the statement that society would be better if people shared more and owned less.
What’s the draw? For 69 percent of these respondents, saving money was the biggest benefit, with feeling active and useful, reducing one’s carbon footprint and supporting small companies also topping the list. The report’s authors suggest businesses may want to take note of the sharing trend — nearly three quarters of mainstream consumer respondents admired brands that encourage customers to recycle or resell their company’s products. Article by John Sisser, with a hat tip to Sustainable Brands for calling our attention to the story. Photo by malenga (Flickr | Creative Commons)
Ensia shares solutions-focused stories free of charge through our online magazine and partner media. That means audiences around the world have ready access to stories that can — and do — help them shape a better future. If you value our work, please show your support today.
Yes, I'll support Ensia!