A democratised market
As we increasingly buy from peer networks, relationships are becoming the main currency.
For the first time, our peers are becoming the face of brands. From Airbnb to Uber, the democratisation of commerce is creating a world in which ordinary people are starting to provide the products, services, and brand experiences we care most about. We're seeking experiences in ways that use fewer resources and produce less waste, and moving away from an ownership economy to one driven by access, sharing, and collaboration. Material possessions are being sidelined in favour of more meaningful experiences that demonstrate social awareness and build social capital.