Luxury vacation rentals are something that I would certainly like to be able to afford but you are more likely to catch me renting a bike via my mobile phone. Forget about buying things, renting is the way to go.
Implications - The eco movement and the recent economic downturn has made consumers think about the value of collective consumption. By renting rather than buying, consumers can save money and own less things, which translates into less carbon emissions. Companies should take this mindset into account when launching a new service.