THE FUTURE OF OWNERSHIP

HOW THE SHARING ECONOMY WILL CHANGE THE WAY WE LIVE

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There are 80 million power drills in America that are used an average of 13 minutes - New York Times, July 2013

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40% of human food goes to waste.- Inc Magazine, July 2013

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Private cars sit idle 95% of the time- Techcrunch, Dec 2011

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In 2012, 2.7 billion dollars were raised via crowd funding in the United States. - Taskrabbit Slideshare, June 2013

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Average Airbnb Host In NYC Pockets $21,000 A Year- Techcrunch, Jan 2012

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The consumer peer-to-peer rental market alone is worth $26 billion.-  The Economist, March 2013

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What is the Collaborative Economy?

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The traditional narrative of amassing material goods and personal ownership is changing.

Driven by economics, a desire for experiences, the dematerialization of reality and the collapse of traditional power structures, people are looking to

share objects and experiences while working together to create a better future.

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In the collaborative economy, people are sharing time, knowledge,

responsibilities, objects and spaces. Collaborative projects, and realtime

creation are radically disrupting industries and opening up whole new

area of opportunity.

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WHY IS THIS HAPPENINGWHAT ARE THE BENEFITS?WHO GETS DISRUPTED?

WHAT COMES NEXT?

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What’s Being Shared?

Space: Unused space from desks to offices, rooms and houses are being utilized to their maximum value, as owners make money and connect with new people through social platforms.

Food: A number of services are helping to make eating a social event again, while food-on-demand startups connect chefs to diners.

Spare Resources: Anything that can be shared, will be. Tools, clothing, empty laundry machines and more are being opened up to the community at large.

Transportation: A growing segment of society are not able, or choose not to own cars, bikes and other vehicles. Transportation sharing services provide a win-win situation for owners (who make extra money) and users (who get wheels only when they need them).

Work: Task-based work platforms provide opportunities to employ workers around the world (both virtual and physical) based on their time availability.

Open Source Manufacturing: The power of the crowd is fueling rapid innovation and open source creation through involved communities and online platforms.

Content & IP: Organizations and brands are opening up and sharing their intellectual property with the crowd in order to inspire innovation. Other platforms are creating new ways to help content originators and “remixers” to profit.

Funding & Support: Financial support platforms are helping people start up projects and ventures. Other organizations are coming together to help the growing collaborative economy work through its growing pains.

Open Education: MOOCʼs provide free education to thousands around the world, while platforms such as udemy and Skillshare connect teachers and learners.

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What’s Driving This Change?

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•Technological Advancement: Exponential advancements in social platforms, mobile technology, on-demand manufacturing and sensors make all of this possible.

•The Maker’s Movement: There is a growing desire amongst people to “DIY” and be involved with the co-creation of the products and services they use.

•Open, Global Platforms: Anyone with access to a mobile phone or computer can share their voice, talents, advice or physical goods with connected networks of others around the world.

... amongst other factors

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Benefits of the Collaborative Economy

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•Sustainability: More people sharing resources means less waste, pollution and unnecessary consumption. In the long term, durable products will be coveted for their “share value.”

•Better Use of Idle Resources: From parked cars to empty houses and unused appliances, maximum value is being achieved once an object, space or (in the case of “idle time”) person is connected to the collaborative economy.

•Empathetic Design: When consumers are involved in production, the end result resonates better with the end user.

... amongst other factors

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What Gets Disrupted?

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•Jobs: As traditional jobs are eliminated through technology, look for the rise of the “portfolio career,” where collective economy participants piece together diverse, project-based, on-demand work.

•Currencies: In the globally connected world, reputation and social currency is crucial to success. Also watch for alternative currencies and digital cash (such as Bitcoin) to become standard.

•Systems: Brands will need to open up, learning to share “brand API,” allowing consumers to be part of the creation and innovation process.

... amongst other factors

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Questions for the Future

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• How do we measure the economic impact of sharing and collaboration?

• How do institutions and businesses move between concentration and fragmentation?

• How can disparate systems and pools of resources be better used?

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18 Standout Startups We Are Tracking

Food Sharing

Mealku: Users pick a meal they would like and “member chefs” within the service prepare the meal. Team riders then deliver the home-cooked meals locally.

Communal Meals: Mealsharing connects guests and hosts around the world to create authentic local dining experiences.

Space Sharing

Pivotdesk: Freelancers or entrepreneurs who canʼt afford (or donʼt desire) permanent office space can connect with businesses who have excess space.

Embassy Network: A project that creates coliving spaces based on shared purpose and intention. Short- and long-term residents mix with guests and hold events which build community and foster creative living.

Resource Sharing

The Airbnb of Laundry: A student project that matches owners of a “Hello hamper” to owners of a “Hello washing machine”. Laundry is dropped off to be washed and the owner of the washer receives payment through an app.

Borrow my Doggy: A service that matches owners with local dog enthusiasts for dog walks, playdates, sleepovers and holidays.

Transportation Sharing

Flightcar: Members drop their cars off at the airport while traveling so that others can rent the resource which would normally sit unused.

Sharing Economy Support Service: Helmet use in bikeshare programs is low—less than half the rate of cyclists as a whole. Making helmets more available lowers the barrier to entry for bikeshare users, and addresses liability concerns for cities.

On-Demand Workforce

Worldwide Talent Marketplace: Fiverr is capitalizing on the trend of distributed talent. By making it easy to buy and sell services, Fiverr creates an Ebay-like network for tasks.

Connection & Service: Taskhub is not just another collaborative work platform. With the aim of connecting neighbors, the service lets members get paid or volunteer their time.

Open Source Manufacturing

Open Source Furniture Made Locally: Opendesk gives away furniture plans for free but offers add-ons such as CNC cut self-assembly pieces, or furniture construction/creation by local woodworkers.

Crowdsourced Creation: DesignCrowd offers fast turnaround collective graphic design work.

IP Sharing & Open Brand API

DIY Custom Toys: Citizen Brick offers custom and curated unique LEGO figures and pieces. They have become notable recently due to their controversial Breaking Bad play set.

A Solution to the “Remix Problem”: Legitmix enables fans to recreate remixes using their own copies of the tracks sampled.If they don't have the sampled tracks, Legitmix makes it easy to buy them from iTunes.

Crowd-Powered

1099: An organization that helps sharing economy workers navigate the complex legal work of zero hour contracts, task-based work and multiple jobs.

Neighbor.ly: A funding platform for civic issues, a Kickstarter for local, social good.

Open Education

Massive Online Education for Everyone: MOOC.org, a new partnership between Google and edX will be an open source platform which will allow any academic institution, business or individual to create and host online courses.

Peer to Peer Learning: Skillshare provides a platform where anyone can teach and share their skills in-person locally or online to anyone.

“This Omnicom-backed "newsroom"-oriented agency starts each morning with a cultural briefing for clients such as Hyatt, Jarden and Life is Good, for whom it developed six "culture-to-commerce" T-shirts. In 2013 it grew from two to 17 clients and quadrupled its staff to 20.”

SPARKS & HONEY NAMED AS 1 OF 10 TOP AGENCIES TO WATCH IN 2014 BY ADAGE

1 Sa

Space in the Air

2 St

Shock & Transgress

3 Pl

Play

4 Mm

Memory Management

5 Ab

Absurdism

6 En

Enchanted

7 Rc

Refreshed Classics

8 Cx

Codex

9 Sm

Snack Media

10 Ax

Armchair Explorer

11 Nh

New New Hollywood

12 Bi

Binge

13 Rt

Radical Transparency

14 Ob

Open Brand

15 Pr

Premiumization

16 Le

Life as Entertainment

7 Cc

Convergence Culture

1 Uf

Unfat Generation

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New Masculinity

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Power Woman

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Third Genger

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Redefined Retirement

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Hyper Culture

8 Ss

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13 Ft

Flattening

1 Rt

Real Thing

1 Dd

Data Divinity

2 Sc

Screen Culture

2 H

Hack Design

3 Gc

Geek Chic

4 Te

Ephemeral

5 Ki

Kidult

6 Sm

Small-scaling

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Slow Perception

8 Ti

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15 Dc

Decay

9 De

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First Hand Look

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Warm Technology

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22 72

1972

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R 12 Ll

Life Logic

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Provenance

15 Se

Sharing Economy

16 St

Strangify

17 Io

Insumer/Outsumer

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Focus Quotient

3 Sh

Super Human

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Quantified Everywhere

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Frictionless Life

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Mind Gaming

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Social Flares

10 We

Wearables

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Micro Manufacturing

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Cyborg Singularity

S&H CORE OFFERINGS

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INNOVATIONCULTURAL INTELLIGENCE CONTENT & AMPLIFICATION

• Macro Trend Identification & Quantification

• Projecting Segments into the Future (Consumers of the Future)

• Product, Service & Packaging Development

• Business Model Design & Reimagination

• Business Context Analysis

• Futurism

• Whitespace Identification

• Brand/Partner & Acquisition Recommendations

• Social & Cultural Listening

• Competitive Intelligence & War Gaming

• Segment Analysis & Tracking

• Topic Deep Dives

• Event Tracking

• Issue Monitoring

• Real-time Burst identification

• Channel Analysis

• Content & Influencer Strategy

• Editorial & Cultural Calendars

• Pre-Planned (70/30) Content Production - Online and Off Line

• Real-time Content Production

• Real-Time Commerce

• Social Media Content (short and long form) - posts, tweets, vines, videos, blog, etc.

• Community Management

• Influencer Outreach

• Channel Optimization & Fan Base Development

• Analytics & Measurement

• Real-Time Media Amplification

CULTURAL STRATEGY

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