EESC PUBLIC HEARING BRUSSELS

Collaborative consumption: a sustainable model for the 21st century

‣ European Economic and Social Committee‣ public hearing‣ part I: concept, challenges & opportunities‣ 25 September 2013‣ Brussels, Belgium

‘It is imperative to encourage the relevant authorities to develop as many actions as possible to provide information and raise awareness about collaborative consumption.’ - EESC

EESC OBJECTIVE

‘And to carry out the necessary studies to promote new alternatives and evaluate the advantages of existing studies.’ - EESC

EESC OBJECTIVE

CONTENTS

‣ shareNL‣ shareNL founders‣ shareNL co-founders‣ examples from (my) daily life ‣ research on collaborative consumption (by Pieter van de Glind)‣ opinion leaders‣ stakeholders‣ collaborate

shareNL‣ collaborative consumption platform NL‣ consumers / businesses / government‣ research / consultancy / events ‣ 6 founders‣ co-founder: Pieter van de Glind (research)‣ co-founder: Harmen van Sprang‣ @share_NL

SHARE NL

FOUNDERS

FOUNDER: PEERBY

FOUNDER: SNAPPCAR

FOUNDER: TOOGETHR

FOUNDER: KONNEKTID

FOUNDER: THUISAFGEHAALD

FOUNDER: FLOOW2

‣ co-founder shareNL‣ founder tuintjedelen.nl‣ curator collaborativeconsumption.com‣ about.me/pieter.van.de.glind‣ pieter@shareNL.nl‣ @p_vd_glind

CO-FOUNDER: PIETER VAN DE GLIND

CO-FOUNDER: PIETER VAN DE GLIND

‘Unfortunately’ Pieter is in Brazil...

‣ co-founder shareNL‣ consultant creative industries @ Syntens‣ curator collaborativeconsumption.com‣ about.me/harmenvs‣ harmen@shareNL.nl‣ @harmenvs

CO-FOUNDER: HARMEN VAN SPRANG

EXAMPLES FROM (MY) DAILY LIFE

STAY IN BRUSSELS

HOME EXCHANGE

CLOTHING

CAR SHARING

MY NEIGHBOURHOOD IN AMSTERDAM

RESEARCH

The consumer potential of collaborative consumption.

Identifying (the) motives of Dutch collaborative consumers &Measuring the consumer potential of collaborative consumption within the municipality of Amsterdam.

What is, and which factors explain, the willingness of Amsterdam citizens to take part in collaborative consumption?

Sub questions:

1. what factors have caused current users of collaborative consumption to start using it?2. what is the willingness of Amsterdam citizens that are not yet taking part in collaborative consumption to start doing so?3. what factors found in sub question 1 relate to the willingness of Amsterdam citizens that are not taking part in collaborative consumption to start doing so?

RESEARCH QUESTIONS

CONCEPTUAL MODEL

What is, and which factors explain, the willingness of Amsterdam citizens to take part in collaborative consumption?

Sub questions:

1. what factors have caused current users of collaborative consumption to start using it?2. what is the willingness of Amsterdam citizens that are not yet taking part in collaborative consumption to start doing so?3. what factors found in sub question 1 relate to the willingness of Amsterdam citizens that are not taking part in collaborative consumption to start doing so?

RESEARCH QUESTION 1

Extrinsic motives:‣ practical need‣ financial gains‣ receiving praise from others

Intrinsic motives:‣ social‣ environmental

Other factors:‣ online & offline experience‣ (social) media‣ recommendation

RESULTS

What is, and which factors explain, the willingness of Amsterdam citizens to take part in collaborative consumption?

Sub questions:

1. what factors have caused current users of collaborative consumption to start using it?2. what is the willingness of Amsterdam citizens that are not yet taking part in collaborative consumption to start doing so?3. what factors found in sub question 1 relate to the willingness of Amsterdam citizens that are not taking part in collaborative consumption to start doing so?

RESEARCH QUESTION 2

RESEARCH SAMPLE

A large N-survey (online) amongst 1330 panel members of the Research and Statistics Department of Amsterdam (O+S)

Taker Provider Total(very) likely (very) likely (very) likely

Objects (power drill & bicycle) 50,7 % 52,2 % 51,5 %Cars 37,5 % 24,6 % 31,1 %Rides 54,9 % 66,1 % 60,5 %Meals 25,6 % 17 % 21,3 %Gardens 27,8 % 14,3 % 21,1 %Travel accommodation 58 % 13,1 % 35,6 %Skills (language learning) 52,2 % 35,9 % 44,1 %Average 43,8 % 31,9 % 37,9 %

RESULTSDEPENDENT VARIABLES

82% would lend out his/herpower drill.

RESULTSDEPENDENT VARIABLES

84% would take part in at least one of the examples of collaborative consumption.

RESULTSDEPENDENT VARIABLES

No money ‘greater’ than money.

RESULTSDEPENDENT VARIABLES

What is, and which factors explain, the willingness of Amsterdam citizens to take part in collaborative consumption?

Sub questions:

1. what factors have caused current users of collaborative consumption to start using it?2. what is the willingness of Amsterdam citizens that are not yet taking part in collaborative consumption to start doing so?3. what factors found in sub question 1 relate to the willingness of Amsterdam citizens that are not taking part in collaborative consumption to start doing so?

RESEARCH QUESTION 3

‘Renting out the car? My husband would be horrified!’

RESULTS

‘You should never lend out your wife, your car and your camera. Misery will follow.’

RESULTS

Explaining factors

‣ saving / making money‣ meeting people‣ contributing to a healthy environment‣ recommendation‣ general social attitude‣ social attitude towards the neighbourhood‣ environmental behaviour‣ online and offline experience

RESULTSNORMAL INDEPENDENT VARIABLES

Not explaining factors

‣ following mainstream media‣ being subscribed and/or active on social media (like Facebook)‣ already taking part in collaborative consumption

RESULTSNORMAL INDEPENDENT VARIABLES

Small significant effects found for all demographics

‣ gender: women slightly more likely than men‣ education level correlates positively with the dependent variables‣ income correlates negatively with meal, skill and garden exchanges‣ age correlates negatively with garden and accommodation‣ ethnicity: minority of non-western foreigners most likely to take part in collaborative consumption‣ household type: people living alone, or alone with children are more likely to take part in collaborative consumption than other household groups

DEMOGRAPHICSRESULTS

Konnektid Peerby Snappcar Thuisafgehaald (Shareyourmeal)

Toogethr

I know this platform and I have subscribed

0,2 1,1 0,7 3,2 0,3

I know this platform but have not subscribed

1,1 4,4 7,4 20,2 1,6

I do not know this platform

98,7 94,5 92 76,6 98,1

Do you know these collaborative consumption platforms?

RESULTS

RESEARCH QUESTIONS

What is, and which factors explain, the willingness of Amsterdam citizens to take part in collaborative consumption?

Sub questions:

1. what factors have caused current users of collaborative consumption to start using it?2. what is the willingness of Amsterdam citizens that are not yet taking part in collaborative consumption to start doing so?3. what factors found in sub question 1 relate to the willingness of Amsterdam citizens that are not taking part in collaborative consumption to start doing so?

CONCLUSIONS

There is a substantial willingness among Amsterdam citizens to take part in collaborative consumption.

CONCLUSIONS

Different people are willing to take part in different examples of collaborative consumption and have different intrinsic and extrinsic motives to do so.

CONCLUSIONS

Therefore, it is concluded that collaborative consumption has a considerable consumer potential.

CONCLUSIONS

From a consumer behaviour perspective, the findings from this research indicate that the transition to a new socioeconomic groundswell of collaborative consumption is indeed taking place.

CONCLUSIONS

And it is likely that collaborative consumption will gain even more momentum over the next years.

RECOMMENDATIONS

Keep promoting all the benefits of your platform.

RECOMMENDATIONS

Reach out to new demographics groups.

RECOMMENDATIONS

Do not just depend on social media.

RECOMMENDATIONS

Be aware that you are part of a (potential) transition.

OPINION LEADER: RACHEL BOTSMAN

Rachel Botsman‘Transition from hyperconsumption towards a century of collaborative consumption.’

OPINION LEADER: LISA GANSKY

Lisa Gansky‘Technology connects us. Humanity unites us.’

As heard from Lisa at our shareNL meetup lastThursday (via Google Hangout)

STAKEHOLDERS

Stakeholders‣ collaborative consumption platforms‣ academics‣ media ‣ businesses / corporations‣ government / politics‣ you: consumer / individual

STAKEHOLDERS

The owners of collaborative consumption platforms

STAKEHOLDERS

Academics

STAKEHOLDERS

Media

STAKEHOLDERS

Mainstream businesses

STAKEHOLDERS

Government

STAKEHOLDERS

You

What is your willingness to take part in collaborative consumption?You can start today!

LET’S COLLABORATE

LET’S COLLABORATE

academics

government

collcons platforms media

youbusinesses

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LET’S CHANGE THE WORLD...

Collaborative consumption:‘One of the 10 ideas that will change the world.’ -

...TOGETHER!

‣ EESC: Dorota, Miriam & Yolanda‣ shareNL founders‣ colleagues in the field‣ Syntens Innovation Center‣ you for your interest in this topic‣ my wife for standing beside me‣ and last but not least...

CREDITS

Thank you

CREDITS

Pieter van de GlindResearch:‣ bit.ly/sNLCC

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shareNL‣ www.shareNL.nl‣ info@shareNL.nl

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