{Study} Collaborative consumption and change in consumer culture: community more important than ownership?


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We have written here several times about the current trend Collaborative Consumption - the development from social media, so to speak, which is no longer just about sharing information, but about sharing and sharing personal belongings with others over the net. A topic that is becoming increasingly important for the job market. Now there is a study on it.

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The study: Unfortunately not independent

The study is, unfortunately, anything but independent: it became Airbnb, a marketplace for private accommodation, in collaboration with TNS Emnid and Professor Dr. Harald Heinrichs of Leuphana University Lüneburg. Here you can download it for free.

Of course, Airbnb does not want to show quite unselfishly that the so-called Collaborative Consumption Movement is more than a media phenomenon. After all: According to the Company In just five months, more than 10 million overnight stays of Airbnb were mediated.

More than 55 Percentage of the Sharing Economy

Unfortunately, the numbers and infographics of the study, unfortunately unilaterally based on Airbnb, are somewhat more accurate: More than every second German (55 per cent) is already part of the sharing economy. Apparently the majority of Germans have already gained experience with alternative forms of consumption.

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No wonder we live in a changing economy: Sustainability aspects such as environmental sustainability (89 percent) or the social responsibility of a company (84 percent) are now almost as crucial for buying decisions as the price of a product or service.

Community more important than ownership

Other drivers for the advancing KoKonsum are so-called post-materialistic values: Ownership and ownership are least important for the Germans in comparison to other values ​​such as “community”, “creativity” and “variety”.

Surprisingly: One in four Germans is already an active consumer - the Airbnb study identifies one of the four consumer types based on values, trust and income. These show that alternative forms of ownership are already widespread across all age and income levels.

Cleverly jumped on the sustainability train?

study leader Professor Harald Heinrichs says:

“Be it buying from private to private, booking private accommodation for vacation or sharing rarely used items… The younger generation in particular has rediscovered the advantages of an economy of sharing and is reviving them thanks to Internet technology. There is great potential here for a new sustainability that should also be supported politically and socially. ”

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I am still of the opinion that Airbnb is skipping on the sustainability train here. The Silicon Valley Foundation, which is not quite an immodest pioneer of the Collaborative Consumption movement, is itself a profit-oriented and not socially oriented company, which should always be kept in the back of the head.

Are we already all the world champions in part?

And whether the economy of sharing has finally arrived in Germany and the study provides proof of how Airbnb claims in its press release, one can be quite critical.

But it will be more and more in this direction, because fewer and fewer people have money for expensive hotels, which is relatively clear. In general, the economic trend is moving away from rigid ownership, towards more sustainability and flexibility.

From having to being

We are heading for a change in the economy, as well as recognized economic experts. Away from having to be, free to Erich Fromm. Gunnar Froh, Managing Director of Airbnb in Germany, is accordingly approaching the company's approach:

“Airbnb is also so successful because we create unique experiences that mean more to people than material goods. The Airbnb study shows that society is changing sustainably and that access to individual experiences is now more important than ownership. ”

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  1. Francesca Pick

    Good summary of a study by Airbnb about co-consumption via @sharethis

  2. Collab Consumption

    RT @kokonsum: Collaborative Consumption and the Changing Consumption Culture | Berufebilder by Simone Janson #CollCons

  3. My is also yours!

    Collaborative Consumption and the Changing Consumption Culture | Berufebilder by Simone Janson - Mozilla Firefox

  4. Pingback: The 29.06.2012 | Kultur2Punkt0

  5. Monika Paitl

    Collaborative Consumption Study and Changing Consumer Culture: Community more important than ownership? #G

  6. Klaus Pohlmann

    Collaborative Consumption Study and Changing Consumer Culture: Community more important than ownership? #G

  7. Liane Wolffgang

    Study on Collaborative Consumption and the Change of Consumerism: Community More Important than Possession ?: I Have ...

  8. Simone Janson

    Collaborative Consumption Study and Changing Consumer Culture: Community more important than ownership? #G

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