The rise of the sharing economy
However, the western world in particular is still characterized by traditional, linear consumption habits. They have largely been shaped by the concept of the “everything store” with an ever-increasing selection available at a click and just an hour away to be consumed. This principle has reached a peak in the early 21st century and is built on complex pillars, namely: convenience, selection, security, trust and a low price.
Almost at the same time – and driven by a number of different factors – the sharing economy has emerged. Billions of people around the globe have started to realize that not only digital content like music and movies can be shared, but also physical assets ranging from accommodation to cars. This marks a bifurcation from direct-to-consumer (D2C) to direct-to-many (D2N) relationships. And it poses questions in several different areas, in which D2N relationship models differ from more traditional linear consumption patterns.