Collaboration is the gateway to connection.
More and more collaborative economy brands are becoming part of our daily lives. We are talking about Airbnb, but also BlaBlaCar, Fiverr, Wallapop, TooGoodToGo, or Etsy, among others.
Technological platforms that not only facilitate the exchange of products and services, but are also changing the user-brand relationship in all sectors, both technological and traditional.
Because when you allow the user to be an active part of the equation, when you give them the power to manage their time, money and space, there is no turning back.
And this paradigm shift is driven by factors such as digitalization, the economic crisis, the desire to belong to a community and the rise of consumption habits based on sustainability principles.
Coworking, coliving… In the end, these are models based on the most desired attributes of contemporary society: flexibility and personalization, transparency and control, collaboration and community and, finally, experience and sustainability. And all with the greatest possible immediacy.
A change of model that, taken to the real estate market, for example, translates into more agile management, flexible temporary rentals, customizable service packages, shared leisure activities, integration of home automation systems, ecological materials and sustainable spaces, etc.
In short, the consolidation of Sharing Economy brands represents a change in the relationship between brands and consumers, through a more horizontal model that is also more demanding for organizations.