Sharing and owning: The rise of the hybrid consumer

This article discusses the rise of the 'hybrid' consumer and explores the underlying trends that are driving this development.

Sharing and owning: The rise of the hybrid consumer

Vincent RousseletVincent Rousselet & Associates

A new consumer behaviour pattern is challenging existing ways of marketing. Described as the 'sharing' economy or the 'circular economy', we are seeing an enthusiasm for products and services available to rent, rather than to own. This, combined with the rise of both the luxury end of the market and – at the other extreme – the discounter calls for new kinds of segmentation.

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