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#10 Collaborative Consumption: Ten Frontiers for the Future of Engagement

#10 Collaborative Consumption: Ten Frontiers for the Future of Engagement

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Published by MSLGROUP
This is the tenth report from our upcoming People's Insights Annual Report titled “Now & Next: Future of Engagement”, also available as a Kindle eBook and soon as an interactive iPad app. The report will highlight the ten most important frontiers that will define the future of engagement for marketers, entrepreneurs and changemakers: Crowdfunding, Behavior Change Games, Collaborative Social Innovation, Grassroots Change Movements, Co-creation Communities, Social Curation, Transmedia Storytelling, Collective Intelligence, Social Live Experiences and Collaborative Consumption.

In each of these reports, we start by describing why they are important, how they work, and how brands might benefit from them; we then examine web platforms and brand programs that point to the future (that is already here); then finish by identifying some of the most important features of that future, with our recommendations on how to benefit from them.

Do subscribe to our email newsletter to receive an invite to download a free copy of the interactive iPad app.

http://peopleslab.mslgroup.com/peoplesinsights/future-of-engagement
This is the tenth report from our upcoming People's Insights Annual Report titled “Now & Next: Future of Engagement”, also available as a Kindle eBook and soon as an interactive iPad app. The report will highlight the ten most important frontiers that will define the future of engagement for marketers, entrepreneurs and changemakers: Crowdfunding, Behavior Change Games, Collaborative Social Innovation, Grassroots Change Movements, Co-creation Communities, Social Curation, Transmedia Storytelling, Collective Intelligence, Social Live Experiences and Collaborative Consumption.

In each of these reports, we start by describing why they are important, how they work, and how brands might benefit from them; we then examine web platforms and brand programs that point to the future (that is already here); then finish by identifying some of the most important features of that future, with our recommendations on how to benefit from them.

Do subscribe to our email newsletter to receive an invite to download a free copy of the interactive iPad app.

http://peopleslab.mslgroup.com/peoplesinsights/future-of-engagement

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Categories:Types, Business/Law
Published by: MSLGROUP on May 22, 2013
Copyright:Attribution Non-commercial

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02/05/2014

 
10.
COLLABORATIVECONSUMPTION
People's Insights Annual Report
Now & Next:
 Future of Engagement
 
We are delighted to share that we will bepublishing the People’s Insights AnnualReport titled“Now & Next: Future ofEngagement”as an interactive iPad app. Thereport will highlight the ten most importantfrontiers that will define the future ofengagement for marketers, entrepreneursand change makers:Crowdfunding,Behavior Change Games,Collaborative SocialInnovation,Grassroots Change Movements, Co-creation Communities,Social Curation, Transmedia Storytelling,CollectiveIntelligence, Social Live Experiences andCollaborative Consumption.Throughout 2012, 100+ planners onMSLGROUP’s Insights Network have beentracking inspiring web platforms and brandprograms at the intersection of social data,citizenship, crowdsourcing and storytelling.Every week, we pick up one project andcurate the conversations around it — on theMSLGROUP Insights Network itself but alsoon the broader social web — intoa weeklyinsights report.Every quarter, we compilethese insights, along with original researchand insights from the MSLGROUP globalnetwork, into thePeople’s Insights QuarterlyMagazine.Now, we have synthesized theinsights from our year-long endeavor in futurescanning as foresights into the future ofengagement.We believe, likeWilliam Gibson that, “the future is already here; it’s just not very evenlydistributed.” So, innovative web platformsin the areas of social data, citizenship,crowdsourcing and storytelling point towardsinteresting possibilities for brand programsthat leverage similar models to engagepeople. In turn, the web platforms and brandprograms of today give us clues to the futureof engagement tomorrow.In our reports on the ten frontiers that willdefine the future of engagement, we start bydescribing why they are important, how theywork, and how brands might benefit fromthem; we then examine web platforms andbrand programs that point to the future(that is already here); then finish by identifyingsome of the most important features of thatfuture, with our recommendations on how tobenefit from them.For the next ten weeks, we will publishthese reports one by one, then present themtogether, in context, as an interactive iPad app.Dosubscribe to our email newsletter to receive each report and also an invite to download afree copy of the interactive iPad app.
People’s Insights Annual Report
 
3
What isCollaborativeConsumption?
People use technology andcommunity to chooseaccess over ownershipand create a new sharingeconomy.
cities has made it both possible and necessaryfor people to save space and money by sharinginstead of owning. Third, the combination of thecontinuing recession and the climate crisis hasmade people more mindful of what they buy andhow they use what they own, prompting themto save money and reduce their environmentalimpact by sharing instead of owning.As a result, people, especially millennials, arebecoming more value-conscious and usingonline, mobile and social platforms to chooseproducts based on peer reviews, search for thebest deals, and win discounts and freebies.More radically, they are prioritizing access overownership, and choosing sharing, renting,swapping, bartering and gifting over buying.Collaborative consumption is an importantgroundswell which is changing the very nature ofownership and consumption. People are sharingthe ownership and use of products, servicesand spaces with others in their communities,or around the world, using community-drivenmarketplaces that facilitate sharing, renting,swapping, bartering and gifting.The rise of collaborative consumption canbe attributed to three broad trends. First, thewidespread adoption of online social networkslike Facebook, Twitter, LinkedIn and Weibohas deepened connection between peopleand communities and created new types oftrust mechanisms based on friend-of-friendrelationships. Second, the increasing density of
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