How important is ownership?

Chris Middleton

Argues that consumers are becoming less driven by desire for ownership of possessions and more interested in other kinds of value (experiences, emotions, ethics and engagements).

How Important is Ownership?

Chris MiddletonSociovision Ltd

Recent research suggests the place that possessions occupy in our lives is changing, slowly but surely. Look back to the 1960s, for example. The mass market was built on the assumption that you worked hard, earned progressively higher salaries and bought more and more products that reflected your new money status. Today, selfactualising is about experiences, emotions, ethics and engagements – leaving less space for products.

As in any change, there is opportunity for those businesses that read the new reality and react in ways which align to the world as it...

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