Alternative marketing thinking

iCONTRACT

Post Consumer Society

Interesting bits and pieces that we have been picking up from all over that cue the evolution of a new kind of society, where people are not actively seeking to buy things. Better than Owning wrote Kevin Kelly on his Technium blog a while ago, on how in the new world, many things will have shared ownership, rather than complete ownership. Very likely, in the near future, he writes, I won’t “own” any music, or books, or movies. Instead I will have immediate access to all music, all books, all movies using an always-on service, via a subscription fee or tax. I won’t buy – as in make a decision to own — any individual music or books because I can simply request to see or hear them on demand from the stream of ALL. Perhaps it’s the zeitgeist. With people strapped for cash, sharing or renting seems to be the way to go. Portfolio magazine wrote about the business of renting luxury goods in a story last year. More recently The Times chipped in with this – Share My Ride – of people in America giving up on the notion of ownership, willing to use services like Zipcar, a car rental service unlike a car rental service. In Zipcar’s view sharing is clean, crisp, urbane, postmodern; owning is dull, selfish, timid, backward. On similar vein, Peter Kim writes of Twitter Taxishare, where people who alight at an airport can simply tweet and look for others who could be going the same way.

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