When the focus is no longer on the product but on its benefit.
After decades of a consumption model in which products become obsolete more and more quickly, new generations begin to rethink this behavior from an ecologically responsible perspective and with the support of network technologies.
Thus collaborative consumption arose, which advocates the exchange and sharing of products instead of their purchase. A concept that promises to change the property relationship between people and things, transforming goods into services, so that you pay for the use of the product and not for the product itself.
Collaborative consumption has its roots in the first world countries hit by the 2008 global crisis when their populations suffered a significant drop in purchasing power. This new type of consumption, in addition to avoiding spending on new goods, also made it possible to obtain gains from the rental of products that they already had.
In emerging countries, although there is still a great pent-up demand for the purchase of products, the economic crisis has been an additional incentive for ecological awareness that has grown mainly among the new generations. After all, collaborative consumption enhances the use of what is sold on a large scale, reducing the use of raw materials and generating less waste that is inevitably discarded in the environment.
The range of products and services that can be used without the need to purchase is unlimited: books, tools, car rentals, kitchen utensils, financial loans, clothing, toys, land lease, workspace rental, etc.
However, how can a brand take advantage of this? Firstly in the product design itself, so that it is more friendly to collaborative platforms. Whether for reasons of durability, simplicity, and exchangeable characteristics so that it can be repaired more easily and, as a result, it can be reused more often.
Another possibility is the creation of environments for the redistribution of the brand, facilitating the forwarding of used products, adding value to the product that is consumed for the first time, in addition to generating an image gain for the brand that will be meeting a politically correct trend. with a strong ecological appeal.
These initiatives need not (and should not) be restricted to the product sphere. The brand can be a collaborative consumer platform with the possibility of covering anything in which its consumers are interested.
Anyway, the possibilities are endless and many products and services may not have been created yet. But the important thing is that the focus is increasingly distant from the product itself and passes to the benefits that it will bring to those who consume it.
Perhaps it can be claimed that it is a niche, but what cannot be denied is that it is a trend with all the positive variables to boost it. After all, if you can pay less, or pay nothing for a benefit that will still strengthen your social relationships, why pay for a product that will soon be obsolete and will be discarded polluting nature?
It can also be said that for most people the feeling of possession of material goodwill always speaks louder. However, it never hurts to remember that there was a time when the music industry made money selling circular objects in plastic boxes.
More and more people realize that it is more important to have access to things than to own them. For this reason, companies will have to reinvent not only their products but also the way they will be consumed.