The digital consumer in the age of post-mass consumption the role of the sharing economy

Transcription

1 The digital consumer in the age of post-mass consumption the role of the sharing economy March 20, 2018, European Consumer Day, Sofia, Hungaria Michael Kuhndt Executive Director

2 Who we are Think & Do Tank Founded in 2005 by the United Nations Environmental Programme (UNEP) and Wuppertal Institute of Climate, Environment and Energy. Headquarters in Wuppertal, Germany The Centre provides scientific support to clients from the private and the public sector, in the field of sustainable consumption and production (SCP) 60 Team Members with interdisciplinary backgrounds International Scope and activities in four continents all photos CSCP Folie 2

3 CSCP Focus Areas Innovations & Policies + Products, Services & Infrastructure + Habits & Behaviour = Good Life Slide 4

4 Are we in the age of post-mass consumption? < 1 Planet 1-4 Planets 4-6 Planets > 6 Planets Source: Happy Planet Index: Ecological Footprint Folie 5

5 Understanding Consumer Insides Example of a persona - Bernd How can Bernd satisfies his emotional and functional needs while creating environmental and social benefit? How Bernd and his peers be enabled to decouple needs satisfaction from resource consumption? What can Bernd share? How can Bernd share? Bernd (38) Self-employed Family Food Living Personal value: Community Meaningful work Curiosity Wife (age 35) 2 children (age 4 and 1) Buys regional and organic food when possible, but needs to be comfortable as well Wife cooks everyday, and leftovers are disposed Collector of DIY tools and books Fan of latest electronic devices Shopping once a week, brand aware Moving Housing One car (in addition to the one from his wife) as highly dependent for getting to work and child care and shopping Consumption 2 planets Middle sized flat (4 rooms) in the city center, with an home office For holidays, likes to travel by car/airplane Folie 6

6 Does the Sharing Economy lead to Post-Mass Consumption? Do the up-scaled Sharing Economy Models enable Bernd to decouple his needs satisfaction from resource consumption? Or do they increase his mobility, travel and the global footprint? CC0: Flickr/Mark Warer CC0: pixabay/ TeroVesalainen CC0: Wikimedia Commons Slide 7

7 Sharing in the area of Mobility CC0: Flickr/GoToVan Bernd can share his car with neighbourhood Car-Sharing platform CC0:Wikimedia Commons The family dropped the plan of buying new bikes thanks to the widely spread bike-sharing services The data on the sharing behaviour usually stays with the platforms or the service provider, limiting it s potential to be used for further innovation. Slide 8

8 Democratization of data and platforms Transformation of the energy system via Blockchain CC0: pxhere/ The blockchain-based renewable energy sharing scheme enables Bernd to share his solar power to the peers CC0: flicker/gdsdigital Microgrids and decentralized systems turned Bernd into prosumers, opening data to enable user-driven business models. New platforms and open source business models enable more sustainable consumption choices Slide 9

9 Open Data In Cities Exploring, analysing and sharing open data for and with the city City & public administration Citizens & Consumer Business & Entrepreneurs Source: opendata.bristol.gov.uk/ Bernd has access to the city data platform, which enables his research groups to identify further solutions to empower the consumers to share the idle resource Sharing Data to encourage Collaborative Innovation and Sustainable Consumption Slide 10

10 The New Sharing Economy 4.0 Sharing Data to enable user-centric sharing & entrepreneurship What if: Cities made their data available to their citizens, researchers, CSO s etc., creating Multi-Stakeholder Data Partnerships and Consumer Association on Data on city level. CC0:Flicker/ Blogtrepreneur Business contributed the data they aggregate & to Multi- Stakeholder Data Partnerships and Consumer Association on Data CSO s became data literate (e.g. health care CSOs) CC0:Flicker/ justgrimes Sharing Data to enable a 1-planet lifestyle? Slide 11

11 Tasks and questions for the future How can data be mined and used to enable user-centric sharing economy satisfying consumers needs while generating S/E benefits in sharing economy? How can we ensure that data which is relevant to consumers, to society, to research, to urban planners, is made available to them? How can we ensure that the data is provided in a user-friendly way and that the relevant actors are data literate? How can we ensure that the data is being used for sustainable solutions? How can we encourage business to open their data while still ensuring successful business models for them? If my data leads to successful business model, how will I be rewarded? Slide 12

12 Contact: scp-centre.org