At this year’s INBOUND 2014 conference in Boston, one session in particular really got me thinking about brand / consumer relationships. In his session, “A Culture of Change: How Brands Adopt to an Ever-Changing Consumer,” president of Twist Image, Mitch Joel (@mitchjoel), pointed out two trends that are changing the rules of modern marketing.
- Today’s consumer doesn't need to own. Why own when you can share, and increase cost efficiencies at the same time? Two prime examples: the increasing popularity of shared music, like Spotify, shared spaces, like Airbnb, and shared transportation, like Lyft.
According to Fast Company, “Airbnb has become one of Silicon Valley's most imitated successes. There are Airbnb-inspired companies for sharing cars, parking spaces, laboratories, and grown-up toys like boats and motorcycles.”