Category
Autos
Racing Homage
Trend cluster
Category
Mainstream
Co-Ownership
Novel alternatives to individual ownership entice millennial consumers.
3.2
Trend score
Trend
What is the Mainstream Co-Ownership trend?
Mainstream Co-Ownership: As elaborate alternatives emerge, Millennial consumers are facing a dynamic range of co-ownership options that differ greatly from individual ownership. Spearheaded by branded co-ownership programs and luxury members-only alternatives, there's no shortage of ways for young consumers uninterested in sole ownership to turn to unique sharing economy models that reap the same rewards.
Trend themes
Themes within the Mainstream Co-Ownership trend
Three behaviours holding the trend together01
Branded Co-Ownership Programs
There is a rising trend in branded co-ownership programs that offer unique sharing economy models that are focused on loosening consumers’ ties to individual ownership.
02
Experiential Sharing Economy
The trend of experiential sharing economy, as highlighted by Ford's Peer-2-Peer Car Sharing and luxury transit services like Leap Bus, empowers a wider range of consumers by facilitating access to high-end, resource-intensive services.
03
Service Sharing Economy
The service-sharing economy trend led by apps like Wand Messaging and VeryUs focuses on delivering alternative means for sharing'some kind of resource'at a lower cost.
Industry implications
What the Mainstream Co-Ownership trend means for industry
Where the trend changes the playbookFor
Transportation
The transportation industry can take advantage of the trend by introducing a wide range of luxury transit services offering experiential sharing solutions to consumers.
For
Technology
The technology industry can benefit from the branded co-ownership programs trend by providing apps that facilitate sharing economy models and deliver innovative solutions to consumers.
For
Hospitality
The hospitality industry can take cues from the trend of experiential car-sharing and hotel-sharing platforms by offering luxury services, bundled amenities and co-sharing facilities to attract millennials and younger customers.
Workshop question
How can your brand cater to generational changes in consumption habits and practices?
Trend signals
Trend signals for Mainstream Co-Ownership
Trend score 3.2 out of 10, from popularity 49%, activity 39%, freshness 8%.
Popularity49%
Activity39%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
South America
Evidence
Examples of the Mainstream Co-Ownership trend
5 featured examples from Mar 24 to Oct 15, 2015CategoryAutos
Luxury Transit Services
San Francisco's Leap Transit is a Bus Service for the Wealthy Tech Crowd
The transportation industry can incorporate luxury and personalized services to cater to high-end and exclusive clients.
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.
CategoryAutos
Experiential Car Shares
Ford's Car-Sharing Program Introduces the Benefits of Resource Splitting
Ford's car-sharing program is indicative of a shift towards more socially conscious, environmentally friendly modes of transportation that rely less on personal vehicle ownership…
CategoryTech
Hotel-Sharing Platforms
This Service Helps Travelers Rent Vacation Properties as a Group
The hospitality industry can leverage group accommodation trends to offer larger units and attract budget-conscious travelers.
CategoryTech
Service Sharing Apps
The Wand Messaging Platform Lets Users Share Control Over Digital Accounts
The Wand messaging platform disrupts the social media industry by allowing users to share account access without compromising privacy and security.
