F.Y.I.

Mojo hosts Collaborative Consumption launch

Ad agency Publicis Mojo has hosted the launch of a book aiming to assess the  consumer trend of collaborative consumption.  

The announcement:

Publicis Mojo last night hosted the launch of a new book by Sydneysider Rachel Botsman, that describes a major shift from 20th Century ‘hyperconsumption’ to more evolved, community-centred forms of ‘Collaborative Consumption.’

Botsman, co-author of “What’s Mine is Yours – The Rise of Collaborative Consumption” (Harper Collins) had just returned from a book tour of the US and UK, where she spoke at the Feast Social Innovation conference in New York, Microsoft’s HQ in Seattle, and No.10 Downing Street.

To a crowd of marketing, media and creative people, she outlined three models of collaborative consumption: product service systems, redistribution markets, and collaborative lifestyles – which are all accelerating based on increased trust and P2P technologies.

Craig Davis, Regional CCO Mojo, said that Botsman’s thinking was fresh and provocative and that time would tell whether Collaborative Consumption would prove itself a force to be reckoned with or fizz like the millennium bug – though he was putting his money on the former.

“Sharing doesn’t come naturally to the consumer economy, but it’s come all the same,” he said.

This is undeniably a global trend and it is up to enterprise to create opportunity from it.”

Botsman responded, “We are just at the start of a 21st Century collaborative revolution that can reinvent consumerism and has the potential to change brands and the ways we work and live.”

For more information, see http://www.collaborativeconsumption.com/book-and-authors/

Source: Publicis Mojo press release

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