As our purchasing power decreases, we still want to benefit from everything the consumer society has to offer. In order not to be frustrated and not to refrain ourselves, we found a solution: rethinking our consumption. We try to optimize our expenses, even when it means sharing our own goods with others and owning less, to keep on consuming as we wish to. Soone THE RIGHT TO USE WILL PREVAIL OVER THE PROPERTY RIGHT.

1. A NEW SENSE OF
OWNERSHIP
Own less, use more

2. Someday, we’ll look back on the 20th
century and wonder why we owned so
much stuff.
Lire l’article : h"p://&.me/19YTeQY
Bryan Walsh

3. THE RIGHT TO USE WILL
PREVAIL OVER THE
PROPERTY RIGHT.
83% of French respondants declare that it is more
important for them to be able to use a product
rather than to own it.
SRC : Obsoco 2012

4. 3 REASONS THAT MAKE
US BELIEVE IT
Chapter 1

5. As our purchasing power decreases, we still want to benefit
from everything the consumer society has to offer. In order not to
be frustrated and not to refrain ourselves, we found a solution:
rethinking our consumption. We try to optimize our expenses,
even when it means sharing our own goods with others and
owning less, to keep on consuming as we wish to.
“
Reason n°1
THE ECONOMIC CRISIS

6. 1/3 of the French declare that reducing
their standard of living really costs them
Cetelem study on the consumption in France
It’s less about needing the money and more about being smart with what
you own […] Collaborative consumption is common sense. A car can cost
almost 7000$ a year to run, and the majority of car owners don’t drive
their car every day.
Jonathan Clark - Directeur Executif de WhipCar
Lire l’article : h"p://on.mash.to/1cW6AP9
2 ILLUSTRATIONS

7. “
Reason n°2
ENVIRONMENTAL
AWARENESS
To reduce our impact on the environment and avoid
creating useless waste, we rethink our priorities. We want to be
sure that we will fully use what we buy and that we find alternate
solutions to be able to temporarily use what we only need from
time to time.

8. 2 ILLUSTRATIONS
When they say they want to consume better, it will be by
buying only necessary products, for 32% of the French.
Obsoco 2012
Roo Rogers - Entrepreneur & Co-Auteur « What’s mine is yours »
Lire l’article : h"p://bit.ly/1eiDnvT
The day when a consumer instinctively asks himself, while he is about
to buy a car or a drill, if he really needs to own this object knowing he
could borrow one from his neighbour, the Earth will feel better.

9. Reason n°3
THE WEB ERA
“With the Internet, our sense of value has shifted. The ease
of exchanging and sharing online, for free, has permitted us to
extend our access to stuff, by finding solutions for owning with
less money, or by swaping tips and objects online.

10. 2 ILLUSTRATIONS
62% of the French declare that, in the coming years, they’ll
be more willing to share and exchange products and services,
rather than to pay for them.
Etude Cetelem sur la consommation 2013
Rachel Botsman - auteure sur la consommation collaborative, co-auteure « What’s mine is yours »
Lire l’article : h"p://bit.ly/18WldCN
The sharing behaviors, through sites such as Flickr and Twitter, are
becoming a second nature online and being applied to offline areas of our
everyday lives.

11. MANIFESTATIONS ON
THE CONSUMER SIDE
Chapter 2

12. Findings […] consistently show that
money only makes us happy to a point.
What’s more, purchasing experiences
makes us happier than purchasing
material stuff
Simon Smith
Lire l’article : h"p://bit.ly/1cW7sTR

13. It is impossible to talk about the new sense of ownership
without talking about the second-hand market. 60% of the
French like buying second-hand and are not looking for owning
the newest things at all costs. We’d rather be smart about our
purchases. But, beyond this mass phenomenon, a range of new
practises are emerging and disrupting our consumption habits, to
free us from the constraints of property and permit us to multiply
experiences.
Manifestation n°1
NEW MODELS OF
CONSUMPTION
“
*Obsoco 2012

14. 1. RENTING EVERYTHING
We can rent everything from others (cars, tools, high-tech, leisure products, household appliances, luxury goods, etc.), for the
time we need it, at a price set by the renter.
This website (nowadays extremely popular) permits us to
rent flats all over the world, for short term stays, directly
from individuals. Its business model is in direct
competition with hotels and B&Bs.
Airbnb

15. Some other examples
ZILOK
A car, a vacation house, or luxury
products, we can rent anything for a day
on Zilok. We can choose to do it through
the website or to coordinate everything
with the renter by phone (if he left his
contact details upon registration).
RENT THE RUNWAY
The website permits us to exchange and
rent luxury fashion goods (dresses, bags,
accessories), allowing new populations to
access products from a normally very
exclusive market.
MOBYPARK
Parking in the city is always a problem.
This platform permits us to exchange with
people in order to rent a parking spot
from a person, or to park at their home,
for the duration of our stay.

16. 2. SUBSCRIPTIONS
We now have the possibility to pay for a monthly subscription to benefit from an illimited access to almost everything: cultural
goods, objects collections, collective dressings, services, etc.
By paying a monthly fee, we can access a large
database of audiovisual content (Netflix) or music
(Spotify).
Netflix & Spotify

17. Some other examples
LACQUEROUS
For 15$ a month, we can receive a
selection of 3 nail polishes, according
to our preferences. Each month, we
send back the 3 we used and receive 3
new nail polishes to test.
SURFAIR
This service allows us, for a 1695$
subscription, to access an illimited number
of flights between Los Angeles, Santa
Barbara and San Francisco.
TIE SOCIETY
On this American website, we can choose a package (to
access to 1, 3, 6 or 10 goods per month), then indicate
which objects we’d like to receive. We use them for the
time we wish and send them back at the end of the
month, in exchage for new products we’d like to try.

18. 3. BACK TO BARTER
We can swap all sorts of objects with other people, for a limited time or not. These exchanges, without financial transaction,
found a new energy thanks to the web.
This French platform allows people to exchange
all sorts of things. We exchange something that
we offer to the other members of the community
or we exchange with the credits earned according
to the value of the products we propose for
exchange on the website .
Pretachanger.fr

19. SWAP STYLE
The platform permits to swap clothing
and accessories, but also cosmetics and
cultural products like books and DVDs.
We can also sell our stuff.
Some other examples
CONSOGLOBE
By registering on this website, we list the
products we’re ready to exchange and what
we would like to get for them. We can then
exchange product for product, or product
for points gained according to the value of
the goods we made available to the
community.
PAPER BACK SWAP
The website allows us to give and
exchanges books with the members of the
online community.

20. 4. TRADING SERVICES AND COMPETENCIES
We are looking for and offering our competencies, with or without financial compensation, according to our needs and what
we are able to do.
The website allows people to make their skills available
and to find freelance « jobs ». For example, TaskRabbit
permitted thousands of people to get back on their feet
after being fired, when they could not find anything on
the job market (70% of participants of the website were
previously unemployed or underpayed).
Task Rabbit

21. UN VOISIN EPATANT
Exchange one hour of ironing against an
access to a washing machine, it’s the
purpose of this French website,
connecting people for services (ironing,
cleaning, etc.) and occasional objects
exchange.
Some other examples
TROC’HEURES
The platform, a Castorama initiative,
permits to swamp hours of painting or of
home improvement for hours of
gardening or housewrecking. Everything
can be exchanged without financial
compensation.
COOKENING/BEYONG CROISSANT
Cookening recently bought Beyond Croissant to
develop its « eat surfing » offer (eating at strangers
places to share one meal). We can all register, choose
the meal we want to attend and go there to eat with
strangers, for free or for a price.

22. 5. CO-CONSUMPTION
There are two ways to co-consume: enjoying a good owned by another person in exchange for money or sharing a property
acquired with several individuals.
The French website covoiturage.fr allows people to
carpool to go anywhere in France, for reduced costs.
When travelling becomes a luxury, sharing cars is now an
interesting option to save money for our trips.
Bla Bla Car

23. LUXURY FRACTIONAL GUIDE
Luxury goods aren’t accessible to a lot of
people, co-property is thus a good option to
access them, when we can’t afford buying
them separately. A Spanish luxury villa or a
private jet, this website is the place to buy
goods collectively.
Some other examples
AUTOLIB’/VELIB’
The two French services for co-consumption (one for bikes, one for electric city
cars) permit parisians to travel the city fast and cheap. No parking problems
anymore, no gas fees, no maintenance: the bikes and cars are shared by the
subscribers and charged by the hour or the half-hour. Private companies are
also proposing similar services, with similar operating models, like ZipCar in
the USA.
DIY FRACTIONAL
The website connects people wishing to
share a property, in order to minimize
their costs and maximize the use. Want to
buy a house or a boat? You just have to
look for the category of goods you’re
interested in to find people to share it
with.

24. This e-shop gives the opportunity to try, each month,
different types of products by receiving samples of the
« hit » products of the season, just to test or before
thinking about buying the full products (which are quite
expensive most of the time). Several brands offer a similar
service.
Birchbox
6. EXPERIENCES WITH DISCOVERY BOXES
By paying a monthly subscription, we receive boxes of full products and/or testing samples of either very expensive products
or foreign ones. It’s a perfect occasion to multiply experiences for lower costs.

25. VIN SUBTIL BOX DECOUVERTE
Vin Subtil offers us a monthly box to
discover several wine samples, in order to
try « grands crus » or new wines, and to
taste them before adding them to our
wine cellar.
Some other examples
VIP BLACKBOX
This box service permits to discover
exclusive products or limited editions
products created by luxury brands, for a
low price subscription, every three
months.
DANDY BOX
A men’s version of beauty box, the Dandy
box offers men the possibility to receive, every
two months, samples of products and
accessories, as well as fashion tips, according
to the lifestyle promoted by the brand.

26. Manifestation n°2
NEW WAYS TO CREATE
“Influenced by the open source culture and new models of
intellectual property such as Creative Commons, we are revising
our conception of intellectual property and our ways to share
knowledge. We freely exchange ideas, concepts, projects to
stimulate and enrich each other, by working together and
cooperating. This permits us to enter a new era of collaboration
and to boost innovation.

27. 1. SHARING KNOWLEDGE
We have the opportunity to share our knowledge and to allow others to access it without constraints, for it to be improved,
reused and reinvented. We extend access to expertise and competences online.
MOOCs ( « Massive Open Online Courses »)
For a few years in the USA and since 2012 in France,
massive open online courses permit people to share and
access knowledge for free, previously contained in
traditional learning institutions like colleges and schools.
In France, the courses offer is all gathered on one online
hub.

28. Some other examples
GOOGLE HELPOUTS
Last November , Google opened a new
platform, which gives us the possibility to
find help and learn new things, thanks to
strangers from all around the world.
Everything is possible for free or at very
low prices, through Google Helpouts.
DUOLINGO
The platform gives us the opportunity to learn foreign languages
for free, thanks to all the members’ participation, for the
translation of the words & phrases database. For each exercice, the
translation given by the user is registered and permits to refine the
translation, to permit other members to learn a language with
accuracy.
WIKIHOUSE
Knowledge on house building and on
constructions is becoming more and more
accessible, thanks to Wikihouse. The
platform permits anyone to create and
print his house plans, and to get
inspiration from what is already done and
proposed online.

29. 2. CROWD FUNDING
We can either collect funds or help a stranger finance their project, in all sorts of fields (artistic, entrepreneurial, etc.), with or
without getting any financial compensation.
Kickstarter
On this platform, we can submit any project (in varied
categories such as art, music, design, games, etc.) and can
ask for the amount of money we need to realize it.
Kickstarter’s users can then choose between different
levels of participation, which gives them the right to
receive some compensations for their investment. In
2012, more than 300 millions dollars were donated, to
finance over 18 000 projects.

30. PRÊT D’UNION
Prêt d’union is a French platform, to lend
and borrow money from private
indivuals. Anyone can borrow for a large
range of projects (a moving, a wedding, a
new car, etc.), or can lend with a
guaranted return rate.
KIVA
Kiva is a micro-credit platform, between
particular individuals, which permits to
help people from all around the world. It
is crowd funding for the world’s
development!
MY MAJOR COMPANY
This new collective model of music
production permits investors to receive
royalties according the degree of
popularity of the project they decided to
finance. Similar models exist for video
games productions, concerts organisation,
etc.
Some other examples

31. 3. FABLABS & HACKERSPACES
In these dedicated spaces, we access professional material but also and above all a place for exchanging ideas. The
indispensable condition is to document your work, to give free access to your research and not to work strictly by yourself.
MIT Fablab
In 2004, Neil Gershenfeld conceptualized the « Fab
Lab » and opened the first of a long serie in an American
school, the MIT. He also drafted the ethic guidelines, to
define the FabLabs missions and the users ’ obligations,
such as sharing one’s research and ideas with other
members.

32. LE FACLAB
Set up at the Cergy Pontoise University in
France, the « FacLab » allows students as well as
private individuals to access equipments to help
them make their projects come true. Like all
Fablabs, the goal is to exchange and to let free
access to your research.
ARTISAN’S ASYLUM
This center is a making space, where people can
produce arts and crafts goods (wooden work, jewelry,
etc.) or create technological goods. Classes are given
by the members of the community, to learn how to
use the tools and technics available in the space.
LE LOOP
Parisian « hackerspace », the LOOP
permits anyone who wants to use
infrastructures to realize their projects
and to exchange ideas with the
community, to stimulate each other and
drive innovation together, with less costs
and limitations.
Some other examples

33. La Cantine
« La Cantine » is a co-working space specially designed to
welcome digital start-ups. The goal is to push
collaboration to imagine, test and realize innovative
projects, in the high tech field. It is also a network, located
in several cities, which encourages innovation by allowing
people to meet, gather and share.
4. CO-WORKING SPACES
These areas are made to facilitate exchange and collaboration. We go there to share and find new inspirations, to give and get
ideas and exchange expertise, to enrich each other.

34. Some other examples
UNION KITCHEN
This co-working space is
dedicated to catering and
restaurant start-ups, which don’t
have enough funds to afford a
place where they can cook and
create. There, they can exchange
tips and ideas between
professionals.
HERA HUB
Hera Hub is a co-working space dedicated
to entrepreneur women in San Diego.
This place offers services specially
designed for them, to help them in
managing their sometimes hectic
schedules. It’s a place to share experience
and ideas.
LA MUTINERIE
This space offers independant workers with a place
where they can come and work, where they can
collaborate and exchange with professionals from
different fields, to enrich their projects and access
different competences freely. The place also proposes
services such as networking events, office equipments,
conference call boxes, etc.

35. THESE NEW PRACTISES ARE
ALSO CREATING NEW
RELATIONSHIPS.
If we first see these practises as financially
advantageous, we quickly bond with the members
of the community and become very close together.

36. It’s the end of the consumer as we
know it today. In 10 years, he’ll be
dead. Consuming won’t define him,
he’ll become above all a « member of
the community ».
Lire l’article : : h"p://bit.ly/19aTVZ7
Rachel Botsman

37. QUOTES AND
TESTIMONIALS
“ I can make money doing things I enjoy. I’ve met awesome people. I can borrow things instead of buying
them […]. I’m connecting to my community, enjoying what my city has to offer, sharing my passions, and I
feel like I’m making a difference. ”
Stéphanie D., Montréal
“ I am a superfan of ridesharing! I can visit my family/friends
in Jutland without being economically ruined I also meet fun
people on my way home.”
Mette M. Copenhague
“ By sharing my ride, i have met friends, helped others, reduced
congestion, made extra money & seen parts of the city I wouldn’t
have otherwise ”
Hans S. Chicago
“ Sharing our spare unit has opened us up to receiving people
from around the world. It’s great to feel part of a community of
travelers & hosts that are working together where everyone helps
everyone!”
Shana S. Jérusalem
Propos recueillis sur Peers.org

38. IMPACT ON THE CONSUMER
- BRAND RELATIONSHIP
Chapter 3

39. BRANDS HAVE A UNIQUE
OPPORTUNITY TO
IMPROVE THEIR BUSINESS
MODELS.
But also to be consistently closer and more open to
their consumers, more human and more reactive.

40. You can go the way of the music industry
and not see the writing on the wall – and
then, when [the future] becomes a reality,
hire a bunch of lawyers and fight it
fruitlessly. Or your can become a partner
in the revolution and enable it.
Neal Gorenflo

41. #1 LESS PURCHASES, MORE ACCESS
To reach a consumer who is looking for paying only the value of what he really consumes and accesses, companies have to
understand they can’t target higher sales at all costs. Rentals, co-consumption and access through subscription are new models
that have to be integrated to make business models evolve, to make everything more accessible and find new ways to monetize
production.
Leroy Merlin & home
improvement tools rentals
Leroy Merlin offers a service to define
our tools’ need according to the home
improvement projects we plan to do.
The shops offer us anything we need
for rent (from a drill to a jigsaw) for
the time of our domestic work. Mr
Bricolage (partnering with Kiloutou)
and Home Depot (1 st tools retailer in
the USA) offer similar services.

42. LOKEO - BOULANGER
This platform permits people to rent
household electrical goods, from a TV to
a washing machine, as well as a MacBook
Pro. We can temporarily rent high tech
products for a reasonable price, according
to our use, and we can often change. The
minimum length of the rental is 18
months.
BMW DRIVE NOW
BMW makes a few models of cars
available to rent by the day or the month,
for people who have a limited use of cars.
Volkswagen (Quicar), Renault (
Twizy Way) and Daimler (Car2Go) offer
similar services: a revolution in the
business models of car companies.
CONNECT BY HERTZ
Inspired by car sharing services, Connect by
Hertz offers consumers the possibility to rent
a car by the hour, including gas and
insurance, without paying a monthly
subscription. It’s very practical for people
who have a punctual need for a car!

43. #2 ALWAYS BRING MORE ADDED VALUE
With the emergence of new consumption models, it is crucial to redefine the added value linked to products and brands.
Abundant access proposed by these new models is sometimes done at the cost of serveral benefits linked to owning the
product. It’s now important to highlight and create new benefits, to differentiate through the traditional offer with higher
quality and the alternative consumption offer.
IKEA and their program
« Give a second life to your
furniture »
IKEA proposes solutions to their
clients to reuse and recycle their old
furniture. One of these solutions
consists in buying back these furniture
in exchange for IKEA gift coupons. In
Norway, the brand went even further
and took on the role of flea market,
for the campaign « Second Hand »,
where they advertised a selection of
vintage furrniture bought from their
consumers.

44. M&S « SCHWOPPING »
Marks & Spencer gives their clients the
opportunity to bring back their used
clothes and to exchange them with gift
coupons. It is a smart way to combine
swapping and shopping, and to stimulate
new purchases. Moreover, the used clothes
are donated to Oxfam, which redistributes
them to persons in need.
KIA & 7 YEARS GUARANTEE
Kia reinvents car guarantees by offering a
7 year one (or 150000 kms), transferable
to a new driver if the car is sold during
the 7 years period. It’s a good way to take
into account a reality of the car market: it
is often bought second hand, between
individuals.
VIDEO GAMES & DLC
A large number of video games add value to
buying a new game by integrating a code to
download exclusive content online. This
advantages are not transferable in the case of
second hand purchases. Thus, buying new
also means having an enhanced gaming
experience.

45. #3 CO-CREATE
Because nowadays lots of consumers are used to giving their opinions about everything and to contributing online, they wish
to participate and collaborate with companies. Brands could gain from opening their processes and integrating consumers’
ideas, because they are a real strength for the development of companies. They know what and how they want to consume
and tend to prefer brands which listen to them.
Auchan & Quirky
By joining the Quirky community,
people can submit their ideas for
new products, vote for the ones they
prefer, and buy them once they have
been produced. Auchan partnered
with Quirky to create and sell
products that really respond to their
clients’ needs and expectations.

46. MY STARBUCKS IDEA
The coffee chain allows its consumers to
propose new ideas for new beverages, new
organisations or new experiences. The
website is designed like a forum, where
people can discuss, exchange and vote for
the different ideas they prefer. The most
popular ideas are analysed by the
company for a potential deployment in
the coffee shops.
LEGO CUUSOO
On the online platform, any Lego fan can
propose his idea for a new lego set. If it
manages to gather 10 000 votes, his idea is
reviewed by the company to see if it could
be up for production. Each quarter, the
best idea is chosen and produced. The
creator received in compensation 1% of
the revenues made thanks to his creation.
SNCF OPEN DATA
SNCF is gradually freeing the access to their
data and allowing commuters to submit their
ideas to improve the services. Recently, an
app designed to help regulate traffic in the
« Transilien » was created, in cooperation
with travelers, to permit them to act for the
network’s punctuality. After the Bretigny
incident, SNCF is thinking about opening its
data further, to work on a better security for
everyone.

47. THERE IS ONE DANGER
"SHARING WASHING"
Nowadays, because they realize the importance of these new consumption
models, brands multiply initiatives to integrate into the collaborative
economy. But few are the ones who really engage in it. A lot of companies
limit their efforts to partnering or buying a sharing economy start-up.
Thus, after green washing, can we talk about sharing washing? It is not
sufficient to capitalize on the successes of these new stakeholders. It is
necessary to become a real contributor, capable to encourage a strong
development of the sharing models, by proposing stimulating innovations
and thinking about the deep expectations and needs of the consumers.

48. Document produced by Paola Craveiro & Mathieu Genelle
THANK YOU .o/
CONTACT US
Hélène Meinerad
+33 (0)6 16 72 09 46
helene.meinerad@chemistry-agency.fr
Mathieu Genelle
+33 (0)6 19 76 11 95
mathieu.genelle@chemistry-agency.fr