While we are still at the early stages of understanding the shape and size of the growing movement and its many monikers, one thing is for certain-collaborative consumption is a disruptive trend, and one that will continue to shake things up this year. Trend watchers around the world are naming the movement as one of the top trends to watch this year, and we look forward to seeing how it is integrated into business strategy thinking by incumbent and new players alike.
Here is a collection of top trend articles naming collaborative consumption as something to watch in 2014, alongside other big ideas like …
Six Things Every CMO Should be Watching This Year
David Armano, Forbes
This article looks specifically at what Senior Marketing Executives (CMO) should watch for in 2014. It notes that collaborative economy can provide new possibilities of partnerships that can enhance existing brand initiatives or create entirely new ones.
The Guardian
An open, collaborative economy will create a real disruption for businesses. The phenomenon of consumers co-creating content and products, sharing ideas and resources with each other is on the ascent. For instance, Airbnb has topped 10 million guest stays since their launch and now has 550,000 properties listed worldwide. In 2014, companies will need to understand their role in this powerful movement.
Top 5 Trends to Watch in 2014
Emma Muckersie, Business2businesscommunity.com
Collaborative consumption as a phenomenon will become mainstream this year, with start-ups and superbrands alike working with consumers and developing new business models as they seek to tap into the sharing economy industry.
Collaborative economy will tower above all trends in 2014
Peter Schwartz, Globe and Mail
Canada’s Globe and Mail predicts that the movement of business and consumer activity toward the “collaborative economy” will be a marquee trend this year. This shift in market behaviour will present tremendous opportunities for entrepreneurs who are paying attention. The collaborative economy focuses on eliminating excess and waste in today’s overbuilt and over-owned world.
2014: Top trends that will inspire brands to help consumers discover ways to express themselves
Linda Tan, The Economic Times
The experience of sharing with peers has become a new way to live well for less, whilst enriching it with a personal human connection. The tendency to prefer access over ownership (and all its resulting obligations, costs and responsibilities) exemplifies a generally fun and flexible mode of living and also becomes a key component of self-expression for consumers’ identities.
Euromonitor.com
Many consumers have modified their buying behaviours and started doing things such as thrift-store shopping, relying on credit and considering collaborative consumption. Two-thirds of respondents in Euromonitor International’s 2013 Global Consumer Trends Survey agree that finding bargains while shopping is something they enjoy.
5 Marketing Technology Trends to Watch in 2014
Kyle Lacy, Exact Target Blog
Collaborative consumption is truly about reinventing how services are consumed and managed. Technology and data management gives brands like Uber and AirBnB the ability to create a more fluid market that facilitates seamless connections between people with common goals. This model is also present within the idea of “prosumers” — individuals who are producers and consumers at the same time.
5 of the Best and Worst Social Media Trends for 2014
Amber Mac, FastCompany
FastCompany cites the sharing economy as a different way that consumers will be using social media this year. It lists Airbnb and Rentanything as companies that use social media to propel business and get consumers engaged.
Trendwatching .com shares some global trends:
5 Crucial South and Central American Consumer Trends for 2014
Citizens will use different social media platforms to engage with companies for their corporate social responsibility initiatives. Included in the list is Benefeitoria, a crowdsourcing platform that implements ideas for urban development. Citizens also look for time-saving solutions through social media platforms. Included are Tidy, a gym kit rental service in Mexico and Reservagas, an app to reserve parking spots in advance.
5 Unmissable Asian Consumer Trends for 2014
n 2014 and beyond, the Region’s sprawling megacities will witness increasingly scarce space to live, work and play in – making every square meter worth a higher and higher premium. Those thinking about the idling capacity of space can look at a number of other trends when addressing this consumer pain point-including collaborative consumption to reduce personal assets or storage.
If you see more trend sightings, send it our way!
