After an interesting first and second episode of this series where we highlighted the reasons why brands that enable shared values are the companies leading the pack for change, here’s the final part.
Not too long ago, social media disrupted the media and communications industry through the way it shared information. The next phase of sharing is taking place physically as people are sharing goods, services, time and space (think Airbnb). It’s 2017 and people are using marketplaces to re-use and recycle products; getting what they need from each other and bypassing inefficient institutions.
Business models such as Sharing Model, Value for Many model, Collaborative Buying etc. are also making waves in enabling the business environment by providing opportunities that entrepreneurs can take advantage of in enhancing economic activities and productivity. It’s however not the idea of sharing that’s new, as people have been doing that for eons. Before it had a name and became a cutting-edge concept, the sharing economy had outposts in the American economy.
For instance, Carpooling has long been a way of sharing both the cost of commuting and leveraging an expensive asset — the private automobile (which sits idle more than 90% of the time). Some observers in the last few decades recognized carpooling as a vanguard phenomenon, but that’s what it was. The same basic concept, technologically assisted, has been applied to nearly every aspect of modern life. And it’s enabled cost savings, convenience and environmental benefits on a large scale.
The world has slowly but finally realized we are actually in the relationship business. The brands that enable shared values are the companies that are leading the pack for change. The market seeks purposeful brands, local and personalized, on-demand models. Companies that meet the needs of these new markets will become resilient brands. They are innovative, agile, empowering, built to last and profitable.