TrendSights Analysis 2019: Sharing - Mapping consumers' motivations for shared products, services, and experiences
Sharing falls under the Comfort & Uncertainty mega-trend, and is closely aligned to the Personal Inter-Connections, Trust & Transparency, and Anchoring trends. According to psychology experts, sharing is classified as a pro-social behavior in humans and motivated by different need states including emotional wellbeing, reflected in a desire to engage in altruistic acts towards others.
The desire to share experiences, products, and services with others reflects the feel-good factor associated with communal interactions. Sharing can also help to alleviate the financial burdens of big-ticket products and services.
The onset of social networking sites such as Facebook and Twitter has led to an age of oversharing, whereby users express their likes, interests, and opinions about products, services, news stories and experiences online. This stems from an increasingly always on mindset that is apparent in today's hyper-connected society. Peer approval and a desire to self-brand and showcase a curated image to enhance one's social status are key drivers for virtual sharing.
As the internet becomes ingrained in everyday life, the Sharing Economy, whereby individuals share under-utilized assets for free, or for a fee, with each other is becoming more prevalent. Access over ownership is becoming more important especially for value-seeking consumers and disrupting traditional consumer behavior in many mature industries today.
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