My guess? Three words: “Collective psychological ownership.”
Using platforms and new technology such as ride sharing services and Digital Fashion platforms results in the collective societal movement of aiding others to reach locations and source desired goods in the least environmentally damaging way possible: by not producing or encouraging ownership of goods in the first place. Surely this doesn’t sound like a bad thing. Could millennials, who are often branded as the me me me generation, be onto something here?
Let us also not forget millennials are also living in a world where there are so many other alternatives and more convenient options than to own, and that the concept of ownership in some areas (housing for instance) are against them. Therefore, it seems younger consumers are taking ownership of the concept of “ownership” and utilising it to fit their reality. Smart, if you ask me.