The Collaborative Advantage.

No Comment 20 Views

According to a Havas Worldwide Report, 7 in 10 respondents (out of the 10,754 surveyed across 29 countries), believe that overconsumption is putting our society and planet at risk, while only 8% disagree. Most agree that a healthy economy relies on a high level of consumer spending, but as we highlighted recently in our post on Generation World, they also recognize that it’s not about how much you spend, it’s about how you’re spending.

Smarter consumption is now seen as significantly more desirable, and in fact most consumers state they feel weighed down by their own excesses with 4 in 10 millennials (more than a third), saying they frequently regret their purchases. This is driving a move toward unburdening from material possessions, with 6 in 10 respondents declaring that buying products of higher quality and durability and being able to repurpose and recycle, are important factors in ‘consuming better’.

“Collaborative consumption isn’t going away. 28% of the population belong to a sharing service or expect to join one within the next year; 41% expect to belong to a number of sharing services in the future; and by 2050, 42% of people believe that city-dwellers will be more likely to share a car (through a sharing service or joint purchases) than to own one outright”, (Havas). This week we’re exploring the role that brands can play in this new economic model and how businesses can thrive by becoming collaborators, partners and facilitators.

About the author

Related Articles

Leave a Reply

Your email address will not be published. Required fields are marked (required)


Recent Posts

If you're interested in a customized version of our weekly newsletter for your industry please reach out to We have versions brewing for the Food, Restaurant, Luxury Travel and Entertainment industries, and would love to synthesize all this learning for you!



Founder | Brand Futurist

Play Big Inc: Inspired guides to the new economy

email | twitter | linkedin 

TEDxAustin | TEDxYouth@ Austin 


Cultural Synthesist | Content Director



Design Instigator | Experience Architect