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04/03/2014 by

The Collaborative Economy: Sharing Is The New Buying

Collaborative economy expert and social innovator Jeremiah Owyang has released a groundbreaking report called Sharing is the New Buying.

Sharing Is The New Buying In The Collaborative Economy - By Igor Beuker for

The report concludes that sharing online is mainstream, growing, practical and satisfying.

Most important insight for CMOs? The collaborative economy has become a competitive threat to large corporations.

We welcome you to the era of collaborative ecosystems, not egosystems.

Sharing is the New Buying

The report includes market adoption rates, forecast and growth rates, taxonomy of the market, future behaviors and market opportunities. All actionable insights for digital marketers.

The report has a very solid backbone. It is based on responses from more than 90,000 Internet users across the US, UK and Canada.

My Opinion

Many large brands have misunderstood that we are turning to an era of collaborative ecosystems, not egosystems. So what should CMOs do?

<strong>Noah</strong> was a crazy guy. He built his ark before the rain.

Firstly, CMOs should understand the threats and opportunities for their brands in the sharing economy.

Secondly, they should understand that collaborative consumption will change the world.

It’s a fact that the consumer mind-set has shifted away from ownership towards access – such as using Spotify or Zipcar rather than owning the music or a car.

Other examples which are very relevant to CMOs?

Crowdfunding platform Kickstarter raised over $1 billion for startups. So banks that have been laughing at crowdfunding, think again!

TaskRabbit was assembling Ikea furniture. This revealed a service need. Ikea soon responded, offering a furniture assembly service. Ikea had to join the movement!

Airbnb disrupted leading travel brands. Most of us now include Airbnb when planning a city trip or holiday. Why is Airbnb not a corporate garage or startup on request?

I am convinced that we have seen nothing yet. The collaborative economy is here to stay and is very closely linked to sociology and social (media) behavior. Yes, sharing is caring!

The sharing phenomenon was already part of our democratic DNA. Technology is now enabling us to do more good. Today, even in our Western society.

My advice to CMOs? Noah was a crazy guy. He built his ark before the rain. So join the movement, while you still can.

Embed the collaborative economy into your marketing strategy. Do it now.

What About You?
What are your favorite examples of the networked economy? We all get smarter from peer discussions, so share your opinion.

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About the Author
Igor Beuker is an acclaimed trendwatcher & pro speaker, serial entrepreneur, marketing consultant and board member at several disruptive media, technology and entertainment firms. Book Igor as keynote speaker, follow Igor on Twitter or contact him via LinkedIn.


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