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Dessau, 22.07.2014 Dr. Gerd Scholl IÖW – Institut für ökologische Wirtschaftsforschung, Berlin Collaborative Consumption and the Consumer What‘s in it for sustainability?

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Page 1: Collaborative Consumption and the Consumer · – „This [collaborative consumption] is the transition from a culture of ego consumption to a culture of mutual supplementation and

Dessau, 22.07.2014 Dr. Gerd Scholl

IÖW – Institut für ökologische Wirtschaftsforschung, Berlin

Collaborative Consumption and theConsumer

What‘s in it for sustainability?

Page 2: Collaborative Consumption and the Consumer · – „This [collaborative consumption] is the transition from a culture of ego consumption to a culture of mutual supplementation and

The collaborative economy (1)

2 Quelle: http://www.slideshare.net/fullscreen/OuiShare/ouishare-at-european-economic-and-social/2

Page 3: Collaborative Consumption and the Consumer · – „This [collaborative consumption] is the transition from a culture of ego consumption to a culture of mutual supplementation and

The collaborative economy (2)

3 Quelle: http://www.slideshare.net/fullscreen/OuiShare/ouishare-at-european-economic-and-social/2

Page 4: Collaborative Consumption and the Consumer · – „This [collaborative consumption] is the transition from a culture of ego consumption to a culture of mutual supplementation and

4

The rise ofcollaborative consumption

Page 5: Collaborative Consumption and the Consumer · – „This [collaborative consumption] is the transition from a culture of ego consumption to a culture of mutual supplementation and

The collaborative consumption movement

5

Source: kokonsum.org

Source: collaborativeconsumption.com

Source: http://ouishare.net/

Source: www.thepeoplewhoshare.com

Source: www.shareable.net

KoKonsum.org

Page 6: Collaborative Consumption and the Consumer · – „This [collaborative consumption] is the transition from a culture of ego consumption to a culture of mutual supplementation and

What is collaborative consumption?

– different form of consuming goods and services– ownership is no longer a requirement for the use of goods– access gains importance

– collaborative consumption substituting ownership– lending, renting, sharing or leasing

– collaborative consumption based on ownership– reuse of second-hand goods by donating, selling or swapping

6

Page 7: Collaborative Consumption and the Consumer · – „This [collaborative consumption] is the transition from a culture of ego consumption to a culture of mutual supplementation and

What is collaborative consumption?

– Botsman/Rogers (2010):– product service systems (PSS)

– sharing, renting and leasing services

– redistribution markets– reuse and reselling

– collaborative lifestyles– sharing/exchanging time, space, skills, money etc.

7

Source: collaborativeconsumption.com

Page 8: Collaborative Consumption and the Consumer · – „This [collaborative consumption] is the transition from a culture of ego consumption to a culture of mutual supplementation and

Collaborative consumption 1.0

8

library

car-sharing

laundrette

video rental store

tool rental

Page 9: Collaborative Consumption and the Consumer · – „This [collaborative consumption] is the transition from a culture of ego consumption to a culture of mutual supplementation and

Collaborative consumption 2.0

9 Quelle: friendsurance, https://www.friendsurance.de/blog/a/infografik-shareconomy-landschaft

Page 10: Collaborative Consumption and the Consumer · – „This [collaborative consumption] is the transition from a culture of ego consumption to a culture of mutual supplementation and

Collaborative consumption 2.0: Mobility

10

Page 11: Collaborative Consumption and the Consumer · – „This [collaborative consumption] is the transition from a culture of ego consumption to a culture of mutual supplementation and

Collaborative consumption 2.0: Lodging

11

Page 12: Collaborative Consumption and the Consumer · – „This [collaborative consumption] is the transition from a culture of ego consumption to a culture of mutual supplementation and

Collaborative consumption 2.0: Leisure

12

Page 13: Collaborative Consumption and the Consumer · – „This [collaborative consumption] is the transition from a culture of ego consumption to a culture of mutual supplementation and

Collaborative consumption 2.0: Food

13

Page 14: Collaborative Consumption and the Consumer · – „This [collaborative consumption] is the transition from a culture of ego consumption to a culture of mutual supplementation and

Drivers of collaborative consumption

– technologynew communication and information technologies, socialmedia, mobile internet → critical mass & convenience

– culturechanging attitudes towards ownership ; nomadic lifestyles; sustainable lifestyles

– reciprocityrating and reputation systems (trust as new currency)

– sharing as business casee.g. innovative insurance solutions

14 Source: Scholl und Gossen (2013): „Alternative Nutzungskonzepte: Sharing, Leasing, Wiederverwendung“

Page 15: Collaborative Consumption and the Consumer · – „This [collaborative consumption] is the transition from a culture of ego consumption to a culture of mutual supplementation and

Interest in collaborative consumption

15 Quelle: BMU/UBA (2013): Umweltbewusstsein in Deutschland (n=2.000)

60 % of German population find renting and sharing(very) attractive

Page 16: Collaborative Consumption and the Consumer · – „This [collaborative consumption] is the transition from a culture of ego consumption to a culture of mutual supplementation and

Spread of collaborative consumption (1)

– half of German population has tried collaborative modes ofconsumption (young segment, higher income)

16 Source: Heinrichs und Grunenberg (2012): „Sharing Economy“ (n=1.000, Studie im Auftrag von airbnb)

Page 17: Collaborative Consumption and the Consumer · – „This [collaborative consumption] is the transition from a culture of ego consumption to a culture of mutual supplementation and

Spread of collaborative consumption (2)

– „turning personal assets into income via a share economy isexpected to surpass $3.5 billion in 2014, with growthexceeding 25 %“

– goods people are most wiling to share or rent– electronic devices (28%)– power tools (23%)– bicycles, clothing, household items, sports equipment (22%

each)– cars (21%)

17 Source: http://www.nielsen.com/lb/en/press-room/2014/global-consumers-embrace-the-share-economy.html

Page 18: Collaborative Consumption and the Consumer · – „This [collaborative consumption] is the transition from a culture of ego consumption to a culture of mutual supplementation and

Types of collaborative consumers

18 Source: Heinrichs und Grunenberg (2012): „Sharing Economy“ (n=1.000, Studie im Auftrag von airbnb)

Socially innovative co-consumers

Consumption pragmatics

Postmaterialistic-conventialshoppers

Consumers of the basis

Postmaterialisticvalues

Open to collab.consumption

Share in %

Page 19: Collaborative Consumption and the Consumer · – „This [collaborative consumption] is the transition from a culture of ego consumption to a culture of mutual supplementation and

19

Environmental effects

Page 20: Collaborative Consumption and the Consumer · – „This [collaborative consumption] is the transition from a culture of ego consumption to a culture of mutual supplementation and

Global resource consumption

– global annual resource consumption per capita 10 tons– US: 27.5 tons– Europe: 14.7 tons– Asis: 13.8 tons

– resource extraction has increased by 80% in the last 30 years

20 Quelle: Dittrich et al. (SERI) (2012): Green economies around the world? Implications of resource use for development and the environment.

Page 21: Collaborative Consumption and the Consumer · – „This [collaborative consumption] is the transition from a culture of ego consumption to a culture of mutual supplementation and

– increase of resource productivitythrough …

– more intensive useof products

Environmental effects of coll. consumption

21 Source: Scholl und Gossen (2013): „Alternative Nutzungskonzepte: Sharing, Leasing, Wiederverwendung“

62,5

106

0

35

70

105

140

Eigentumsski Mietskidays

of u

se p

er

skis

private skis rented skis

– favoring (re-) use of long-lifeproducts that offer more service units

1,7

Page 22: Collaborative Consumption and the Consumer · – „This [collaborative consumption] is the transition from a culture of ego consumption to a culture of mutual supplementation and

Rebound effects!?

– undesired ecological side-effects

– direct rebound effects

– over-utilisation or misuse due to shared use

– additional transports induced through e.g. rentals

– increased demand of used goods due to lower price

– indirect rebound effects

– money saved (through sharing or second hand) spent for other goodsand services with bigger environmental footprint

– access to additional consumption opportunites („additive consumption“)

22

Page 23: Collaborative Consumption and the Consumer · – „This [collaborative consumption] is the transition from a culture of ego consumption to a culture of mutual supplementation and

23

Car-Sharing

Page 24: Collaborative Consumption and the Consumer · – „This [collaborative consumption] is the transition from a culture of ego consumption to a culture of mutual supplementation and

Types of Car-Sharing

24

Classic Car-Sharing

Fully flexible Car-Sharing

busi

ness

-to-c

onsu

mer

(B2C

)

Peer-to-Peer Car-Sharing

Car-Pooling

cons

umer

-to-c

onsu

mer

(C2C

)

Page 25: Collaborative Consumption and the Consumer · – „This [collaborative consumption] is the transition from a culture of ego consumption to a culture of mutual supplementation and

Car-Sharing 2.0

fully flexible car-sharing– almost all producers offer

own services– e.g. car2go:

6 German cities, 2,650 vehicles (2012)

25

peer-to-peer car-sharing– e.g. tamyca:

3,500 hirers, 35,000 users(2013)

Page 26: Collaborative Consumption and the Consumer · – „This [collaborative consumption] is the transition from a culture of ego consumption to a culture of mutual supplementation and

26

Development of Car-Sharing

Quelle: Bundesverband Car-Sharing (2014): Entwicklung Car-Sharing insgesamt

437.000flexible

+320.000

station-based=

757.000 in total

≈ 1.13 % of all licence holders

in Germany

Page 27: Collaborative Consumption and the Consumer · – „This [collaborative consumption] is the transition from a culture of ego consumption to a culture of mutual supplementation and

Environmental effects of Car-Sharing

– Reduction of vehicle fleet (substitution of approx. 6 cars)

– Decrease of traffic-related emissions(CO2-emissions, noise, noxious substances)

– Reduction of required parking space, relief of urban traffic

– More environmentally friendly vehicle fleet (car-sharingusually uses smaller vehicles with lower emissions)

– Positive impact on user‘s regular mobility patterns(increased use of eco-friendly means of transportation)

27 Quelle: Gossen (2012): „Nutzen statt Besitzen am Beispiel des Peer-to-Peer Car-Sharing“

Page 28: Collaborative Consumption and the Consumer · – „This [collaborative consumption] is the transition from a culture of ego consumption to a culture of mutual supplementation and

28

Controversies

Page 29: Collaborative Consumption and the Consumer · – „This [collaborative consumption] is the transition from a culture of ego consumption to a culture of mutual supplementation and

Different perspectives

– „This [collaborative consumption] is the transition from a culture of ego consumption to a culture of mutual supplementation and cooperation at eye level with directopportunities for social contact and participation.“ (Dönnebrink 2014)

– „The success of companies such as Airbnb and Uber (…) results from information technology invading domains of lifethat previously have not been in the focus ofcommercialisation. This is not a revival of the idea of thecommons, but rather its end“(Staun 2013)

29

Page 30: Collaborative Consumption and the Consumer · – „This [collaborative consumption] is the transition from a culture of ego consumption to a culture of mutual supplementation and

„The Rental War“

30 http://www.spiegel.de/auto/aktuell/mietwagenfirmen-klagen-gegen-carsharing-plattform-a-926938.html

Traditional rental business

fears competition from

peer-to-peer sharing

platforms.

Page 31: Collaborative Consumption and the Consumer · – „This [collaborative consumption] is the transition from a culture of ego consumption to a culture of mutual supplementation and

Critique of the sharing economy

– circumvention of work, quality and legal standards

– commercialisation of formerly informal modes of exchange

– disproportionate benefits of a ‚renting class‘

– trust (as the new currency) is increasingly replaced bycontrol mechanisms

31

Page 32: Collaborative Consumption and the Consumer · – „This [collaborative consumption] is the transition from a culture of ego consumption to a culture of mutual supplementation and

32

Conclusions

Page 33: Collaborative Consumption and the Consumer · – „This [collaborative consumption] is the transition from a culture of ego consumption to a culture of mutual supplementation and

What‘s in it for sustainability?

– collaborative consumption embraces a diversity of concepts

– collaborative consumption will supplement rather than fullyreplace conventional (ownership-based) consumptionpatterns

– collaborative consumption bears potential for higherresource efficiency and social cohesion

– commercialisation and dynamic growth requires a newregulatory framework

33

Page 34: Collaborative Consumption and the Consumer · – „This [collaborative consumption] is the transition from a culture of ego consumption to a culture of mutual supplementation and

Thank you very much.Gerd Scholl

IÖW – Institut für ökologische Wirtschaftsforschung, Berlin

[email protected]

22.07.2014

Page 35: Collaborative Consumption and the Consumer · – „This [collaborative consumption] is the transition from a culture of ego consumption to a culture of mutual supplementation and

IÖW studies on collaborative consumption

35

2001

2009

20102007

2013


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