Category
Tech
Delegated Interfaces
Trend cluster
Category
Branded
Sharing
Brands leverage millennial values with sharing economy initiatives.
3.9
Trend score
Trend
What is the Branded Sharing trend?
Branded Sharing: Rather than viewing the sharing economy as a direct threat to sales, several brands are harnessing momentum by putting forth their own programs heavily influenced by peer-to-peer economy models. From brand-backed co-ownership programs to innovative partnerships between established companies and sharing economy resources, there are plenty of ways brands can establish themselves as eager to adapt to shifting consumer values, especially those held by discerning millennials unoccupied with large ticket purchases.
Trend themes
Themes within the Branded Sharing trend
Three behaviours holding the trend together01
Brand participation in the Sharing Economy
As brands identify the potential of the sharing economy, they recognise business opportunities and create co-ownership programs or partnerships to adapt to the changing consumer values.
02
Fashion Innovation trial Programs
Fashion trial platforms such as Google's 'Try' that lets customers try clothes from home are sweeping in as a solution to remove the disadvantages of online shopping.
03
Corporate and Sharing Economy Partnerships
As seen in Walgreens partnership with TaskRabbit, established brands look for existing sharing companies to add value to their own customer experience.
Industry implications
What the Branded Sharing trend means for industry
Where the trend changes the playbookFor
Transportation Industry
Rewarding eco ride initiative is an opportunity for automobile industry to innovate low and zero-emission transport, market eco-friendly cars and stimulate interest among millennials.
For
Fashion Industry
Fashion industry can develop new and innovative trial programs that enable customers to try on and borrow clothing to enhance customer experience and alleviate online shopping disadvantages.
For
Pharmaceutical Industry
Following Walgreen's partnership with TaskRabbit, pharmaceutical industry can look to partner with companies with similar delivery capacities to streamline and be more efficient in providing essential goods.
Workshop question
What aspects of the peer-to-peer economy could your brand learn from or adapt to better suits your customers?
Trend signals
Trend signals for Branded Sharing
Trend score 3.9 out of 10, from popularity 63%, activity 47%, freshness 8%.
Popularity63%
Activity47%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X (not a primary audience)
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
South America
Evidence
Examples of the Branded Sharing trend
6 featured examples from Aug 7 to Sep 10, 2015CategoryTech
Pharmacy Delivery Partnerships
Walgreens Wades into the Sharing Economy Application TaskRabbit
Disruptive innovation opportunity: Exploring partnerships with sharing economy platforms to enhance delivery services and customer experience in the pharmacy industry.
CategoryAutos
Vinyl Lending Libraries
The Hyundai Card Music Library is Accessible to Card Holders in Seoul
The vinyl lending library trend opens up opportunities for music retailers, streaming platforms, and record labels to collaborate with libraries and offer unique experiences to cu…
CategoryAutos
Luxury Car-Sharing Programs
Audi Unite Lets Swedes Share Brand New Audi Automobiles
Luxury automakers can leverage car-sharing programs to extend their brand reach, attract new customers, and increase brand loyalty.
CategoryBusiness
Denim-Lending Shops
After a '1 Night Stand' American Eagle Lets Consumers Keep or Return Jeans
Opportunity for the retail industry to implement flexible return policies to attract and retain customers who value trying out products before buying.
CategoryTech
Fashion Trial Platforms
The Plugin 'Try' Lets Customers Try On Clothes from Home
The 'Try' plugin presents disruptive innovation opportunities for fashion retailers to enhance the online shopping experience and increase customer satisfaction.
CategoryAutos
Rewarding Eco Rideshares
Uber Shows Off the Renault Zoe as an Zero-Emission Vehicle
Integrating more zero-emission vehicles into ridesharing fleets and promoting their use.
